The innovative annual philanthropic campaign "99 Charity Day" came to an end last week. In the three days from September 7th to 9th, the company Tencent raised a total of more than 1.3 billion RMB through its charity platform with donations from 12.68 million individuals.

How was so much money raised in such a short time and who were the people that donated? What charity programs attracted the most donations? Furthermore, why is Tencent investing so heavily in such an operation?

In China, until recently, charity donations were mostly seen as the domain of influential officials. As this type of campaign revolutionizes how ordinary people view donations, interact with charity organizations, and how NGOs find revenue for their projects; what does this mean for the future of philanthropy in this country?

Join us this Friday, September 22nd, as we invite Jie Xiao, Deputy Secretary-General of Shanghai United Foundation (SUF), and a former Honorary Rotaract member, who switched from the finance industry to full-time nonprofit staff in 2012, to share her experience and views on this larger-than-life campaign.

During this time, SUF partnered with 132 smaller organizations (169 projects in total) for the three-day fundraising event and raised a total of over 11 million RMB this year. She will share the nonprofit’s experience in guiding grassroots charity action in leveraging Tencent's tool to engage the public.

Fresh Start Rotary Club of Shanghai warmly welcomes all those interested in the future of philanthropy in China and learning about Tencent’s campaign to attend this event.