Singapore, 1 April, 2025 – After 17 years of successfully bridging donors with local causes, the Community Foundation of Singapore marks a new chapter with the launch of a refreshed brand identity, a renewed Vision and Mission, and the appointment of Mr Paul Tan as Chief Executive Officer. These milestones signal a bold new chapter in CFS’s continued mission to build a more caring and generous Singapore, as the country marks its 60th birthday.

“Singapore’s philanthropic landscape has evolved significantly in the last decade, so it’s timely for CFS to take stock and reflect on how far it has come and where it wants to go. In a process that took a year, CFS’s leadership team worked with its Board and staff to reexamine and validate why giving is an important societal virtue, and how growing the giving pie translates to stronger, happier communities.” said Mr Paul Tan, CEO of CFS, who assumes his appointment today.

“This refreshed mission and vision sharpen our commitment to unlocking generosity and reminds stakeholders, donors and staff that we all can share a purpose: to shape communities for the greater good. We want to translate the generosity of donors to lasting, meaningful impact.”

Renewed Vision and Mission: A Clearer Purpose for a Generous Society

At the heart of the brand refresh is a sharper articulation of CFS’s role as a catalyst for change. The new Vision recognises the diverse communities in our midst and reminds us that giving is beyond monetary contributions, it is an expression of care for our fellow humans. The “thriving communities” point to the enduring impact that quality programmes can make in uplifting lives, bringing joy and addressing the pressing issues of the day. Ultimately, the vision reflects the higher aspiration for everyone living in Singapore to share a common purpose in shaping a cohesive society.

The updated Mission reaffirms CFS’s commitment to walk alongside donors at every stage of their giving journey. With thoughtful advisory services, meaningful donor experiences and high standards of governance, CFS empowers purposeful giving that responds to the evolving needs of our communities.

Refreshed Look & Feel: For a Timeless Mission

CFS’s refreshed identity features an infinity symbol, representing continuity, growth, and the limitless potential of generosity. The new logo and identity, designed in collaboration with Singapore-based boutique brand identity agency Evye LLP, conveys the trust and accountability CFS is known for, even as it strengthens its roles as:

• a steward of trust and accountability
• an enabler which offers expert guidance
• a convener bringing communities and partners together
• an advocate for innovation in local philanthropy

The dark blue of the main characters symbolises trust and stability, while the visually striking infinity symbol in teal and light blue showcases a forward-thinking approach and CFS’s drive for innovative, meaningful change. At the same time, this new brand logo builds on the strong foundation the organisation has built over the years, and will be recognisable to those familiar with the previous logo.

Christine Ong, Chairperson of CFS, said, “Our renewed mission, vision, and brand identity reflect our deep commitment to fostering a generous society where care and connection drive meaningful change. Philanthropy is not just about giving – it’s about shaping a future where no one is left behind.

“Real transformation takes time, and CFS is here for the long run, working alongside donors, partners, and communities to build a Singapore where people uplift one another, protect our environment, and celebrate the richness of our arts, heritage, and sports. Together, we can create a society where generosity fuels lasting happiness and shared prosperity.”

Looking Ahead: Deepening Impact Through Local Initiatives

In 2025, CFS will roll out key initiatives to strengthen giving and support communities:

• Collective for a Stronger Society – A national initiative supporting families in rental flats through donor-charity partnerships and ground-up programmes
• Legacy Giving Initiative – Continued efforts to promote planned giving and help donors leave a meaningful legacy in Singapore
• SG60: Everyday Heroes of Philanthropy – A campaign celebrating local donors whose quiet generosity is shaping a more caring Singapore

These efforts reflect CFS’s belief that when local giving is empowered, communities become more resilient, inclusive, and future-ready.

About the Community Foundation of Singapore (CFS)

The Community Foundation of Singapore empowers individuals and organisations to fulfil their philanthropic giving with purpose and impact. Our vision is to nurture a generous society of caring, inclusive and thriving communities.

As specialists in Singapore’s philanthropic ecosystem, our dedicated team provides trusted guidance to help donors structure and optimise their giving based on their values and interests. We support a wide range of causes – from uplifting disadvantaged families and vulnerable children, to championing the arts, culture, and the environment.

To ensure every donation makes a meaningful difference, we uphold the highest standards of corporate governance and collaborate with over 400 charity partners to drive effective, measurable impact.

As at December 31, 2024, CFS has raised over S$337 million in donations, including legacy gifts, and disbursed over S$197 million to diverse charitable causes.

Visit www.cf.org.sg to learn more about what we do.

Media Contacts:

Tricia Lee
Director, Communications & Marketing
Email: tricia@cf.org.sg
Mobile: +65 9150 7199

Sow Jeng Teng
Assistant Manager, PR & Communications
Email: jengteng@cf.org.sg
Mobile: +65 9273 6757