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Campaign Brief Asia: Community Foundation of Singapore partners with DDB Group to inspire philanthropy

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Home Resources News Campaign Brief Asia: Community Foundation of Singapore partners with DDB Group to inspire philanthropy

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Campaign Brief Asia: Community Foundation of Singapore partners with DDB Group to inspire philanthropy

John Doe

DDB Group Singapore has lent a helping hand to the Community Foundation of Singapore (CFS) to develop an integrated marketing communications campaign to raise awareness for the philanthropic organisation among individual and corporate donors. The appointment and campaign coincide with the 10th anniversary celebration of CFS this year. Founded in 2008, CFS matches donors with philanthropic causes to drive positive change and create a lasting impact within communities.

“It’s a pleasure to partner an organisation like CFS – a hugely dedicated group of people working hard to enhance the lives of Singaporeans,” said Neil Johnson, Creative Chairman, DDB Group Singapore. “The campaign is rooted in our belief that true acts of giving is a culmination of life experiences, lessons and reflection.”

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A multimedia combination of video, digital, and print initiatives, the campaign titled ‘Portraits of generosity‘ features five donor stories, each sharing the motivation behind their decision to give, and why they chose CFS to manage their giving and achieve their goals in helping others. The DDB campaign sets out to inspire the same generosity in others and build a culture of giving in Singapore.

“DDB has done a wonderful job of creating a very relatable and engaging campaign,” said Yuen Yee Foong, Head of Marketing at CFS. “We are grateful to our donors for stepping up to tell their stories and hope that through these first-hand accounts of giving, others will realise that they too, have it in them to open their hearts and give back,” she added.

Since its launch in 2008, CFS has received over S$100 million in donations, set up more than 110 charitable funds, and given out S$60 million in grants in collaboration with over 400 charities supporting programmes that impact diverse communities. Donors are required to pledge a minimum of S$200,000 to establish a fund which can support charities and preferred causes across the sectors in Singapore.

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”。

Related Topics For You: DONOR-ADVISED FUND, NEWS, PARTNERSHIP STORIES, STORIES OF IMPACT

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Opinion

Eileen Heisman: Donor advised funds are a flexible tool that can adapt to changing giving interests

John Doe

(Excerpts from a keynote speech by Eileen Heisman, President and CEO, National Philanthropic Trust delivered at the CFS Philanthropy Forum 2019)

When I was here in Singapore a decade ago as part of the Community Foundation of Singapore’s (CFS) international advisory committee, the idea of being involved in the global launch of a community foundation was so exciting to me. Everyone here was really eager to learn. They wanted to have impact. I knew CFS was going to set its own path.

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Bright moon illuminating serene city park.

The Funding Network (TFN)

Over 22 years ago, I was sitting in a dark, private cubicle trying to figure out what to do with this brand new charity I was part of. Today, National Philanthropic Trust (NPT) – which is the largest independent donor advised fund (DAF) administrator in the United States – has raised US$13 billion in charitable contributions and currently manages US$7.4 billion in charitable assets. In recent years, we’ve started making global grants of around US$700 million to over 75 countries.

I see a lot of similarities between CFS’s journey and my time in that small cubicle. CFS has raised S$130 million and given away S$70 million. With this incredible talent, opportunity and resources you have here, I believe there’s so much more CFS can grow as a community foundation.

What compels a potential donor to act? I’ve spent a lot of time thinking about this question throughout my career working with donor advised funds. Just as every person comes to this earth with different gifts and backgrounds, donors have vastly different philanthropic goals. I’ve had the privilege of getting inside the thinking of donors and understanding what excites them about philanthropy. One of the biggest moments in my career at NPT was when a donor from New York City donated US$200 million to us. He was an early adopter and one of those people who saw opportunity.

I like to say donors don’t give to us, they give through us. Donor advised funds are flexible. They are relatively inexpensive. They can meet and adapt to changing interests. If you were interested in a cause when you were younger and that changes as you grow older, you’re not wedded to that particular cause because you can shape the fund according to your preferences. Philanthropy is also about legacy. A DAF is a tool you can spend down over your lifetime or you can pass it down to your children.

It’s one of the reasons why donor DAFs are the fastest growing philanthropic tool in the United States. The number of DAFs has doubled in the US over the last five years. In addition to Singapore, there is growing interest in DAFs in Asia, from China, India, Hong Kong to Japan. As a philanthropic tool, I believe DAFs are going to become more and more popular.

If I had to give a piece of advice to new donors: when you’re getting started with giving through DAFs, it’s important not to overcomplicate the process. Start simple. Find two or three causes you really like. Find one or two good charities in each of those categories, and support those charities over three to five years.

With any social issue, nothing gets solved within one year. In the social sector, we learn about solutions to existing problems from trying new things. Don’t be afraid to fund solutions that are new because it’s the only way we learn. It’s as important to fund failure as it is to fund success.

One of the wonderful things about being part of a community foundation is that it truly is a way to make the world a better place. Doing it with partners and the community’s collective effort makes the journey so much more enjoyable than doing it alone.

Eileen Heisman
President and CEO
National Philanthropic Trust

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John Doe

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

Related Topics For You: DONOR-ADVISED FUND, NEWS, PARTNERSHIP STORIES, STORIES OF IMPACT

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Events

Ensuring A Brighter Future for Vulnerable Families and Children

November 20, 2024

Imagine being released from prison after a decade, returning home to children who barely know you. How do you begin to rebuild your life and relationships with your family?

CFS CEO Ms Catherine Loh (center) with Ms Saleemah Ismail, Founder and Executive Director of New Life Stories (left), and Ms Lin Shiyun, Founder and Executive Director of 3Pumpkins (right)

Imagine being released from prison after a decade, returning home to children who barely know you. How do you begin to rebuild your life and relationships with your family?

Imagine being a child who does not have good relationships at home or in school, having little trust and confidence in the people around you. How do you find a sense of belonging and begin to develop your self-identity?

Our recent Donor Learning Trip highlighted charities addressing these questions.

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Empowering Families, Building Futures

While Singapore has done well in sustaining social mobility compared to other advanced economies, we do face challenges such as an ageing society and slowing economy (Ministry of Social and Family Development, 2022). Without targeted interventions, vulnerable families may struggle to overcome barriers to upward mobility. Addressing these challenges requires sustained efforts and innovative programmes that support families holistically, focusing on both immediate needs and long-term development.

During the event, donors learnt about three programmes that seek to improve the well-being of lower-income families and their children: Tak Takut Kids Club by 3Pumpkins provides a safe hangout for vulnerable children in public rental estates. The Family Strengthening Programme by New Life Stories helps incarcerated parents reconnect with their children, while the ComLink+ Progress Package on Debt Clearance supports families in managing their debt. These are just a few of the many programmes under the Collective for a Stronger Society, a five-year long effort which seeks to provide wraparound support for Singapore’s most vulnerable families.

Building Socio-Emotional Resilience in Vulnerable Children: Tak Takut Kids Club (TTKC) by 3Pumpkins

Ms Lin Shiyun, Founder and Executive Director of 3Pumpkins, started TTKC as a social experiment after three years of interacting with vulnerable children. She saw the need for a safe community space for them to learn and grow.

Located at Boon Lay Drive, Tak Takut Kids Club (TTKC) is a lively community space that supports the socio-emotional growth of children in rental flats. “Tak Takut,” meaning “don’t be afraid” in Malay, reflects the club’s mission to provide a secure, nurturing environment where children engage in art, cooking, gardening, sports, and free play. TTKC has become a second home for these children, fostering trust and community and encouraging them to connect with others.

Ms. Lin Shiyun, Founder and Executive Director of 3Pumpkins, explained, “TTKC is not just a drop-in center; it is a place where children feel safe and supported. Our goal is to establish a child-centric social support system that empowers each child to reach their full potential.” She added that it is akin to joining a ‘good gang’ for these children and youth who seek acceptance and a sense of belonging.

Watch this video to find out more about TTKC:

2. Wraparound Support for Incarcerated Parents and Their Children: The Family Strengthening Programme by New Life Stories

Ms. Saleemah Ismail, Founder and Executive Director of New Life Stories, highlighted that 21% of children with incarcerated parents end up in prison as adults, stressing the need for early family intervention.

The Family Strengthening Programme by New Life Stories offers comprehensive support to children and their incarcerated parents, focusing on Befriending, Incare, and Family Care. This programme allows parents to connect with their children through stories and messages, creating a foundation for rebuilding relationships. “Our mission is to break cycles of intergenerational social disadvantage by supporting families impacted by incarceration to rebuild their lives and strengthen family bonds. For example, our befriending weekly programme has contributed to an 81% improvement in literacy levels and 72% in self-confidence with the children that we work with,” Ms Saleemah said.

Watch how the Family Strengthening Programme transformed a mother’s life and helped her to reconnect her with her children:

3. Easing Financial Stress for Lower-Income Families: The ComLink+ Progress Package on Debt Clearance by MSF

The donor learning trip highlighted the essential support that lower-income families need to gain stability and enhance their quality of life

The ComLink+ Progress Package on Debt Clearance assists lower-income families with children in public rental flats by providing crucial debt relief. According to a study by the Social Service Research Centre (SSR) at the National University of Singapore (NUS), debt relief reduces mental strain, improving psychological well-being and cognitive function (NUS, 2019). This support empowers individuals to make sound financial decisions, aiding in their long-term journey out of poverty. Ultimately, the programme aims to foster stability, self-reliance, and social mobility.

More Than Just an Educational Experience

By witnessing the transformative impact of these programmes, donors were inspired to contribute to this collective effort that goes beyond mere financial support. It is about building a future for Singapore where every family, regardless of their socio-economic background, has the opportunity to thrive.

Join us in this mission to create lasting change. Together, we can break the cycle of poverty, uplift the social well-being of lower-income families, and build a stronger, more inclusive Singapore. By starting a donor-advised fund with CFS, you can make a profound difference, turning hope into reality for those who need it most.

Get involved today and be a part of this transformative journey.

References:

Ministry of Social and Family Development. (2022). Improving the lives of low-income and vulnerable families in Singapore. https://www.msf.gov.sg/docs/default-source/resources-document/improving-the-lives-of-low-income-and-vulnerable-families-in-singaporeaa9055cf8ac54de5b01b7f3999e451fe.pdf?sfvrsn=5f5518d4_2
National University of Singapore. (2019, March 26). Debt reduction improves psychological and cognitive function, enabling better decision-making. Retrieved from https://news.nus.edu.sg/debt-reduction-improves-psychological-and-cognitive-function-enabling-better-decision-making/

Related Topics For You: DONOR-ADVISED FUND, NEWS, PARTNERSHIP STORIES, STORIES OF IMPACT

Stories Of Impact

Equipping the marginalised to create a future for themselves

John Doe

Photo credit: Bettr Group

When Zaza’s only daughter was diagnosed with schizoaffective disorder, Zaza felt lost and powerless to decide the fate of her child. Coupled with the ongoing process of a divorce, her situation grew more desperate, plunging her into depression and hopelessness. She had a diploma in pre-school education, and had to reject offers to further her studies due to her circumstances. It was desperation that kept the single mother going; it was all she could do to keep her head above water and not succumb to the overwhelming pressure.

‘I didn’t know what to do,’ Zaza recalls. ‘I was about to give up. Bettr Barista was my last hope of surviving towards becoming an independent, single parent. That was my last shot.’

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Yet against all odds, Zaza has come far to become a Barista at The Social Space café, located in Kreta Ayer. This is all made possible by Bettr Barista (BB), a coffee academy whose mission is to empower the lives of marginalised women like Zaza through professional training and teaching them life management skills. Bettr Barista is a partner of the Learning Initiative for Employment (LIFT) Community Impact Fund, launched by the Community Foundation of Singapore (CFS) in July 2019.

LIFT aims to support programmes like Bettr Barista’s proprietary Holistic Training programme, which provides vocational training for marginalised women and youths at risk, equipping them with the skills to secure jobs in the open market.

Pamela Chng, CEO of Bettr Barista, first had dreams to start a business to do good when she left the tech industry after eight years.

‘I found myself burnt out because I derived little emotional satisfaction from my work. I knew I wasn’t motivated by money – I had realised this much earlier in my life,’ Pamela explains. ‘If I continued to work hard at a business, it had to mean more – to myself, and to society.’

Bettr Barista has certainly made an impact on many of the lives it has touched, including Zaza’s. As the first B Corp certified company in Singapore, it is BB’s mission along with 2,750 other B Corp companies around the world to redefine success as a business and use it as a force for good. These companies have a responsibility beyond just maximising profit, and must operate in an ethical manner that gives back to the community.

Unsurprisingly, Bettr Barista was named the social enterprise of the year in 2017, and 94% of their trainees found jobs upon graduating from the academy’s Holistic Training programme. Not only that, 80% gained improved self-confidence and emotional management skills after having gone through their training.

‘Confidence is the main factor I got. When I started with BB it was difficult in the beginning,’ Zaza says. ‘I had no confidence, only a sense of being lost and a lack of hope. The moral and financial support that BB gave me helped me get back on my two feet. Now I move forward and I will never let adversity control my life again.’

What started in 2011 has grown and developed into The Bettr Group. Apart from selling home-grown specialty coffee in Singapore, it now encompasses a training academy, retail products, events services, and social impact programmes. At the heart of it all is a social mission — to empower vulnerable groups and equip them with skills to create a future for themselves. Pamela hopes to bring Bettr Barista into the future through expanding into the rest of Southeast Asia to countries like the Philippines and Indonesia.

‘We want to diversify the social programmes that we can offer and to continue building partnerships and in-house capabilities to adapt our programmes to impact these populations,’ says Pamela. ‘Bettr Barista creates a positive impact in every ecosystem it operates in, and helps people maximise their potential to become better versions of themselves.’

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John Doe

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

Related Topics For You: DONOR-ADVISED FUND, NEWS, PARTNERSHIP STORIES, STORIES OF IMPACT

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News

Lianhe Zaobao: By encouraging participation in interest groups to improve skills, youth collective helps students plan their careers

John Doe

王晓亚
工艺教育中区学院的谭嘉燕参与学校的户外探险兴趣小组，成功克服恐惧完成绑紧跳，并学到野外求生技能，让她在职业规划上多了选择，考虑未来成为一名露营指导员。

一次绑紧跳的经验，让19岁的谭嘉燕在成长过程中经历改变，也用所学到的新技能为未来职场做好准备。

Giving back to society without fuss, the Singaporean way

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A group of musicians passionately performing on stage, captivating the audience with their melodious tunes.

Celebrating the journey home through music

谭嘉燕目前就读于工艺教育中区学院人力资源与行政系一年级，因喜欢户外活动，两个月前加入学校的户外探险兴趣小组，并跟许多其他科系的同学一起参加为期三天的户外露营。

其间，参与绑紧跳让她印象深刻。她说，自己原本就惧高，从没想过有朝一日会有勇气从七层高楼跳下去。“以前参加过的露营，只要是高空项目我都无法完成。但这次同学和指导员不断鼓励我，我就跳下去了。”

跳下的一瞬间，谭嘉燕对于自己的勇气感到惊喜，战胜恐惧后也更有信心面对生活的挑战。

此次别具意义的户外露营经验，也让谭嘉燕学会如生火、煮饭、搭帐篷等不少野外求生技能，让她在未来职业规划中有了更多选择。“兴趣小组还与企业或机构合作，让我在之后有机会去实习和进修，也许未来能够成为一名真正的露营指导员。”

户外探险是新加坡青年影响组织（Singapore Youth Impact Collective）旗下项目的兴趣小组之一，该组织昨早于工艺教育中区学院为两个新项目及一间名为“APTITUDE”的新活动中心举行开幕仪式。

青年影响组织在2017年由樟宜基金会、触爱社会服务及新加坡社会基金会等六家企业组成，目的在于通过鼓励工教院的学生参与不同兴趣小组，教导相关技能，帮助他们提升专业课程之外的职场技能。

除了兴趣小组，新开幕的APTITUDE活动中心设有沙发、会议桌、电玩机及多款桌面游戏卡牌等休闲设施，是学生课余时间交流玩耍的安全场所。

截至目前，青年影响组织已为项目投放近100万元运转资金，开放给年龄介于17至25岁的工教院学生。主办方希望在未来三年内让230名学生受益。
Read more.

Tan Jiayan of ITE College Central participated in the school’s outdoor adventure interest group and successfully overcame her fear of bungee jumping, as well as learnt outdoor skills. This in turn provides her with more choices in career planning, and she is considering becoming an outdoor instructor in the future.

The experience of bungee jumping enables 19-year-old Tan Jiayan to develop life skills, and also prepares her for the future workplace with the new skills she has picked up.

Tan Jiayan is currently enrolled as a first year student of Human Resource and Administration at ITE College Central. She likes outdoor activities and joined the school’s outdoor adventure interest group two months ago, participating in a three-day outdoor camp with other students.

The bungee jump left an impression on her. She has a fear of heights, and never thought that she would have the courage to jump from a seven-story building. “In previous camps, I couldn’t complete any high-altitude activities. But this time, with the encouragement of my course mates and instructors, I could do it.”

At the moment of jumping, Tan Jiayan was pleasantly surprised by her courage. After overcoming her fear, she is more confident to face other challenges in life.

This unique outdoor camping experience also allowed Tan Jiayan to learn a range of outdoor skills such as fire-starting, cooking, tent pitching, so that she has more choices in her career planning. “The interest group also works with companies or organisations which may offer me opportunities of internship or further training, and maybe become a real outdoor instructor in the future.”

Outdoor adventure is one of the interest groups enabled by the Singapore Youth Impact Collective, which launched two new programmes and an event centre called ‘APTITUDE’ at ITE College Central yesterday.

The Singapore Youth Impact Collective consists of six organisations including Changi Foundation, TOUCH Community Services and the Community Foundation of Singapore. It aims to help students from the college to improve their professional skills by encouraging them to participate in different interest groups and pick up workplace skills.

In addition to the interest group, the newly opened APTITUDE centre also has leisure facilities such as sofas, conference tables, video games and a variety of table games. It is a safe place for students to socialise and play in their spare time.

Up till now, the Singapore Youth Impact Collective has invested nearly $1 million in operating funds to support the programmes which are open to students of ITE colleges between the ages of 17 and 25. The organisers hope to benefit 230 students over the next three years.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.Lorem ipsum dolor sit amet consectetur adipiscing elit dolor

John Doe

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