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The Community Foundation of Singapore to lead legacy giving initiative
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The Community Foundation of Singapore to lead legacy giving initiative

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An Asian family enjoying quality time together, sitting on the lush green grass in a serene park setting.

The Community Foundation of Singapore (CFS) will be leading the legacy giving initiative and partnering with key stakeholders to grow the giving culture in Singapore.

As Singapore’s only community foundation, CFS is fortunate to build on over 11 years of experience, to bring donors, charities and other stakeholders together. Donors have already trusted CFS with over $160 million in donations. More than one-third of these are legacy gifts, which are used to support causes across different sectors, including health, education, research, arts, social and welfare services.

The three-year initiative, which will be launched in the latter half of 2020, aims to reach out to three audiences: donors, professional advisors and charities.

Legacy is a broad concept. Legacy gifts refer to planned, future donations. This could include cash, marketable securities, insurance policies, CPF monies and marketable assets such as real estate. Legacy gifts are far more than planned donations from a person’s assets after death. They can mark important moments in life and honour the memory and achievements of a loved one. Anyone can make a legacy gift.

Donors interested in making legacy gifts today want more knowledge to make informed choices and accountability for their gifts. CFS will address these needs by promoting awareness, building and sharing knowledge and supporting action. CFS will provide choices and trusted advice to make gifts meaningful and impactful for future generations.

We will also reach out to professional advisors on ways and tools to help their clients structure their giving. CFS will help charities tap into legacy giving to enable sustainability and augment service delivery to their beneficiaries.

“We look forward to working with partners to co-create the future and strengthen our culture of care. Together, we can dream of a future where thinking about one’s legacy and discussing planned gifts in everyday conversations are no longer the exception, but part and parcel of our giving culture,” said Catherine Loh, CEO of CFS.

The competition was organised by City Harvest Community Services Association and received support from FUN! Fund, a Community Impact Fund jointly established by the Community Foundation of Singapore and the Agency for Integrated Care, with the aim of addressing social isolation among the elderly.

Senior Minister of State, Ministry of Communications and Information & Ministry of National Development Mr Tan Kiat How attended the event. He encouraged the elderly to stay physically and mentally well, as well as urging them to participate in community activities and enjoy their golden years together.

Learn more about FUN! Fund at https://www.cf.org.sg/fun-fund/.

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Stories Of Impact

#MyGivingJourney X Jeya Ayadurai: Bringing her people and strategic skills to nonprofits

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CFS is proud to launch our #MyGivingJourney series, which portrays extraordinary women and their efforts in philanthropy as part of celebrating the women of Singapore in the year 2021. Our first story features Jeya Ayadurai, AWWA Board Director & member of CFS’s Finance & HR Committee.  

Giving back is more than just about money, says Jeya Ayadurai. “You can use your skills, you can do some mentoring or you can just spend time reading to kids in a school,” she says. Having blazed a trail in the civil service and corporate world helping organisations and people thrive, Jeya is doing just that – sharing her knowledge, experience and ideas with nonprofits. 

Social service organisations are very good at caring for people, she notes. “But heart and hands have also to be guided by the head. You have to look at developing your talent. You need to strengthen your organisation structures and practices to reach out to even more clients. You need to measure performance and ensure that your leaders are aligned with the company’s strategy,” says Jeya, who has a wealth of experience in senior roles in regional human resources (HR) and strategic change management. As she sees it, welfare organisations have more balls in the air to juggle compared to profit-driven entities.  

The pandemic has thrown even more balls into the mix. COVID-19 has upended how charities raise funds and interact with beneficiaries and volunteers. “With physical contact limited and connections moving online, how do you create stickiness with your donors, staff and volunteers? We need new ways of managing and engaging with them,” she notes. 

Jeya sits on the board of AWWA Ltd, a registered charity that works to empower persons with disabilities, disadvantaged families and vulnerable seniors. She is also chairperson of AWWA’s HR committee. More recently, Jeya joined the Finance & Human Resources committee of the Community Foundation of Singapore (CFS).  

Where she once worked with private sector CEOs to drive their people strategies and organisational development, she now works with the leadership of AWWA and CFS to develop performance metrics, appraisal structures, compensation packages and people management processes.  

Jeya has volunteered with AWWA for 18 years and she is proud of how AWWA has helped strengthen the social services sector in Singapore. For Jeya, philanthropic work has made her a whole person. A career in the corporate world tends to be driven by bottom-line and measurable outcomes. In community work, when the head, heart and hands come together, clients are empowered to rise above their own limitations and achieve more holistic outcomes. Being humane brings happiness all around, she firmly believes. 

Begin your own journey of giving with CFS. Read more about #MyGivingJourney series here.

This article was written by Sunita Sue Leng, a former financial analyst and journalist, who believes that the written word can be a force for good. She hopes to someday write something worth plagiarising.

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The Straits Times: She helps pupils with special needs cope in school

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portrait of Madam Tutek Alauyah Amir

by Nur Syahiidah Zainal, 3 October 2016

Just as school starts to wind down in the last quarter, Madam Tutek Alauyah Amir’s work picks up speed.

Her mind skips ahead to new pupils entering Tampines Primary School next year – specifically the ones with special needs like dyslexia, autism or attention deficit hyperactivity disorder – that she is gearing up to help.

For her dedication, the 56-year- old, an allied educator for learning and behavioural support at the school, won the Leading Foundation Teacher Award (LFTA) last year. The LFTA, started in 2014, specifically recognises early childhood and special needs education teachers who have made a difference to their pupils. Read more.

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CFS’s first brand campaign ‘Portraits of generosity’ to inspire giving

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"My Cho Cho Ma She started our family's journey of giving" Keith Chua

In tandem with its 10th anniversary, CFS launched its first ever brand campaign ‘Portraits of Generosity’– a series of heart-warming donor stories uncovering each donor’s motivation for giving.

Looking back at their lives, donors share their motivations for why they chose to give back to those in need. Be it an act of kindness, a family member’s compassion or a long tradition of philanthropy, the campaign unearthed the diverse experiences which left a mark on each donor’s life and spurred them to give back. Donors also open up about their philanthropic journey, why they chose to support specific causes and how seamless the giving experience can be through starting a fund with CFS.

The campaign kicked off with six of CFS’s donors: Keith ChuaTrina Liang-Lin and Edmund LinGovind Bommi, Yeo Suan Wei and Liontrust. “We believe that every act of giving is inspired by a story of life, values and experiences. Working with our donors and agency DDB, we brought these stories to life through a relatable and engaging campaign. Through these first-hand accounts of giving, we hope that others will realise that they too, have it in them to open their hearts and give back,” commented Yuen Yee Foong, Head of Marketing at CFS.

Launched across multiple media platforms including video, digital and print, the campaign runs from August to December 2018.

Reflecting upon a growing social consciousness amongst Singaporeans, Catherine Loh, CEO of CFS remarked, “I believe there are many others like our donors in Singapore who want to contribute back to society, but have not considered becoming philanthropists themselves. By sharing their stories on a larger platform, these donors show us what is possible.”

She added, “Their passion reminds us of the joy of giving, especially when giving resonates with causes we care about.”

Read and view ‘Portraits of generosity’ here.

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The competition was organised by City Harvest Community Services Association and received support from FUN! Fund, a Community Impact Fund jointly established by the Community Foundation of Singapore and the Agency for Integrated Care, with the aim of addressing social isolation among the elderly.

Senior Minister of State, Ministry of Communications and Information & Ministry of National Development Mr Tan Kiat How attended the event. He encouraged the elderly to stay physically and mentally well, as well as urging them to participate in community activities and enjoy their golden years together.

Learn more about FUN! Fund at https://www.cf.org.sg/fun-fund/.

 

The programme provides the children with a non-threatening platform to connect with peers and have positive conversations. In addition, it exposes them to different people who can assist to broaden their perspectives.

L.S., a volunteer with the Reading Odyssey programme @ Spooner Road

中心“常胜将军”胡锦盛:比赛限时反应要快

现年92岁的胡锦盛是最年长的参赛者。自2017年退休后,他几乎每天都到活跃乐龄中心报到,从此爱上了玩拉密,每次可玩上三个小时,在中心是“常胜将军”。

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The Peak Singapore: How responsible businesses can make their philanthropic dollars travel further

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While more companies are heeding the call to give back to the community, selecting a worthy cause and monitoring the use of donations may be a complex task. That’s where the Community Foundation of Singapore (CFS) comes in. It helps corporations develop a long-term philanthropy strategy, find suitable charity partners, and track the outcome of donations.

“We help donors go beyond what they can do on their own, and identify charity partners who can provide accountability,” says Catherine Loh, CEO of CFS.

One way of creating greater impact is to look at fresh ways of addressing community needs, suggests Loh. Take UBS’ Diversity in Abilities arts education programme, which aims to develop the talents of children and youth with special needs. After attending the programme, participants are able to concentrate better and have an overall improvement in the pace of learning. Such potentially beneficial initiatives can be made possible only by corporations that have a higher appetite for risk and are willing to support them, says Loh.

In terms of managing charitable dollars, both donor and recipient must agree on how the money will be used, the duration of the funding and the kind/depth of reporting required, Loh says. More importantly, she adds, companies should adopt the mindset of a partner and view philanthropy as a “learning journey”.

“Just like any business project, things can go wrong. Sometimes, it could be a misreading of community needs, or there could be physical or manpower constraints faced by the charity. We hope to take corporates on a philanthropic journey, to help them gain insight into what it takes to make a meaningful change.” Read more.

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