(1) Community red envelopes

Red envelopes play a big role in community building. By cleverly using red envelopes, community members can be activated. However, red envelopes are based on direct benefits and are “weak attraction”. Red envelopes are only a means to activate community members’ activity and should not be relied on too much.

① Red envelopes for all members. Red envelopes for all members can be distributed on major holidays, such as the Spring Festival, Mid-Autumn Festival, May Day, and the Golden Week. During holidays, most people are on vacation and are more relaxed. They are eager to temporarily get rid of overly professional and work-related topics. Therefore, a holiday red envelope can immediately make everyone excited. Besides being relaxed, there are also unexpected surprises. This way, community members can feel the community’s love and care for them and improve their sense of belonging. At the same time, it can also trigger blessings among community members and increase friendship among group members.

② Targeted red envelopes. If a community member has made a great contribution to the community, it is a good idea to send him a targeted red envelope privately to let him feel the material reward. Every community can adopt this approach, distributing red envelopes to community members who have made contributions to the community, and making special praise and display within the community, which can maximize the community’s activity.

(2) Community-related exclusive products

Red envelopes can activate community activity, but this type of material motivation has more or less defects, such as insufficient exclusivity, which cannot effectively make community members feel a sense of belonging to the community and a sense of community impression.

Therefore, in order to make up for the lack of exclusivity, community-exclusive products should become an integral part of the community’s material incentives. Compared with cash and physical objects, community-exclusive products are not necessarily very valuable, but they must highlight the community’s imprint. Community-related products include commonly used practical items such as T-shirts, mugs, and umbrellas. These products are uniformly printed with the community’s logo and slogan, so that community members can always see the community’s imprint during use, and these products are usually not expensive, so they are very suitable for giving to community members.