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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

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

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.”

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.

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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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Opinion

5 Critical gaps in caring for vulnerable seniors in Singapore

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two young people helping an elderly

Singapore is fast reaching superaged status. Life expectancy is going up while the birth rate is heading south. By 2030 – not many years from where we are today – one in four Singaporeans will be 65 years or older. More worryingly, a fifth of that cohort will be over 80 (Population in Brief 2021). 

Ageing well and quality of life are huge concerns for our elderly. The biggest challenges centre on health: physical frailty or disability, sensory impairment such as hearing loss, or chronic conditions such as dementia or diabetes. However, ageing is not just a matter of biophysical health. It is also about bolstering psychological, emotional and community support. 

Mental wellness issues, such as depression and loneliness, are a real threat to the older demographic. On top of this, many older Singaporeans worry about financial security, due to escalating care costs, inadequate retirement income and limited earning opportunities. 

Many people prefer to age at home but that too has its challenges. In this article, we highlight the critical gaps in caring for vulnerable seniors and what can be done to support them so that ageing can be enabling, empowering and meaningful.

#1 Funding rising healthcare needs

Singapore’s healthcare expenses could jump tenfold between 2016 and 2030 to over $66 billion1. Family is typically the first line of support but families are getting smaller and relationships may be estranged. Income caps also mean not everyone qualifies for government aid. 

Even when fees are subsidized, low-income seniors may struggle with costs. Women, in particular, face more financial insecurity as they tend to have interrupted employment or be in low-wage or unpaid care work. Women also tend to outlive men and are more likely to be single, widowed or divorced in old age. 

The burden lands on welfare organisations to meet the shortfall. However, causes that help the elderly don’t attract as much funding as say, education, which in Singapore receives the lion’s share of donations: in 2019, they accounted for 52.9% of total receipts of $20.8 billion (Commissioner of Charities 2020).

#2 Access to home care and assisted living

Letting people age at home or in the community and delaying institutional care is a universal goal. But as the number of seniors with mobility issues or age-related ailments increases, demand for home nursing, home therapy, meal deliveries, assistive devices and home safety and modification services (to prevent falls) will rise. There will also be a much bigger role for centre-based eldercare, such as day care, and initiatives for assisted living.

#3 Depression and suicide

Aside from physical ill health, many seniors grapple with loneliness, loss of loved ones or dependence on others. The number of elderly living alone doubled to 63,800 in 2020 from a decade ago and is set to hit 83,000 by 2030 (Singapore Department of Statistics). 

According to the Samaritans of Singapore, the number of people aged 60 and above who took their own lives reached a high at 154 deaths in 2020. That’s a 26% increase from the year before and is the highest elderly suicide death rate since 19912. There is an urgent need to support charities that connect with seniors, organise social outings or wellness activities for them, offer intergenerational bonding or assist beneficiaries with their healthcare needs such as medical appointments and screenings. 

#4 Dementia support

Dementia is our nation’s most prevalent neurodegenerative disease today, affecting one in 10 seniors. By 2030, the number of dementia patients is set to reach 92,000 – a doubling from 2015 (Dementia in the Asia Pacific Region). Dementia additionally imposes a huge burden on caregivers, many of whom are ageing themselves. We need more funding to support early diagnosis and intervention, community dementia care services such as exercise and cognitive activities as well as training and support for caregivers.

#5 End of life care

Discussions about death or end of life remain taboo. There is insufficient advance care planning as well as a lack of healthcare workers and expertise in the palliative care system. Better awareness and improved options for inpatient, home or day care hospice services are needed.

How CFS helps you do more with your giving

If you would like to help seniors who have fallen through the cracks or would like to make ageing more empowering and inclusive, we at CFS can align your giving goals with the needs of this community. We are a cause-neutral organisation that supports grantmaking to a wide range of charitable areas in Singapore. Of the 400-plus charities we evaluate and make grants to, close to 30% work with seniors. We partner with charities that focus on clearly identified problem areas or social gaps that are under-supported. Charities must also demonstrate measurable outcomes and good stewardship of funds.

A simple and cost-effective way to contribute to a variety of causes in Singapore is by setting up a Donor-Advised Fund (DAF). A DAF can be set up by an individual, a beneficiary of a will, a trust, or a family office. CFS will handle all fund administration and leverage our unparalleled insight into Singapore’s charitable landscape to provide philanthropy advice that ensures your giving is targeted, accountable and impactful. CFS strives to ensure that every grant that goes out creates positive change.

As a donor, you will save on legal expenses and enjoy upfront tax deductions at the prevailing rate on eligible donations. Donors will also receive regular statements tracking incoming donations to the DAF and outgoing disbursements to charities. CFS has an established track record when it comes to setting up DAFs and our DAF payout rates outperformed the entire US DAF industry by 12% and their community foundations by 2 times. 

If you would like to begin your giving journey with CFS, get in touch with us.

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.

1 https://www.asiaone.com/health/elderly-health-costs-rise-tenfold-2030-report

2 https://www.sos.org.sg/pressroom/singapore-reported-452-suicide-deaths-in-2020-number-of-elderly-suicide-deaths-highest-recorded-since-1991

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News

CFS is 3rd largest philanthropic foundation in Singapore

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They were immigrants who became titans of industry and philanthropists in their own right. Now the legacies endowed by and named for some of Singapore’s richest tycoons – the Lee, Lien and Shaw foundations – continue to be some of the biggest givers to charity here.

All three were among Singapore’s 10 largest philanthropic foundations, according to a report released last month.

The report found that the 10 spent a total of $189 million in their latest financial year to support a range of causes, from community service to education, to disaster relief.

The study by Soristic Impact Collective, a consultancy firm, said the Lee Foundation, founded by the late rubber tycoon Lee Kong Chian in 1952, topped the list.

In its latest financial year, it spent $52.8 million, of which $52 million was given out in grants and donations.

The Lee Foundation is said to give to a wide variety of causes, including education, healthcare and social services.

Temasek Foundation Innovates, one of six Temasek foundations, was second on the list. In its latest financial year, it had an annual expenditure of $29.2 million, of which $28.6 million was given out in grants and donations, according to the report.

Taking third place was the Community Foundation of Singapore, which spent $23.3 million in its latest financial year. Of the sum, $20.2 million was given out in grants and donations.

Donors pledge at least $200,000 to set up a fund with the foundation, which then manages the money, advises donors on various needs in the community and disburses the funds according to the donors’ wishes.

Ms Pauline Tan, principal consultant of Soristic Impact Collective, said the study is the first to rank philanthropic foundations in Singapore by expenditure.

Ms Tan said that countries like the United States and Britain have reports that rank their top philanthropic foundations, but there was no such research in Singapore.

She said: “Thus, we took on the challenge to work on gathering data to bring more transparency into this sector.

“The research will also be useful for charities in Singapore who can potentially use it to know which philanthropic foundations they can approach for funding.”

The consultancy scoured the annual reports and other public documents of foundations registered as charities with the Commissioner of Charities.

It found 91 philanthropic foundations whose work was funded by the founders’ personal wealth or by donations made by the company that set up the foundation.

Among the 91 foundations, 55 were set up by individuals or families and 20 were started by companies. The rest include other set-ups like The Hokkien Foundation and the Community Foundation of Singapore.

About a third of the 91 foundations spent at least $1 million in their latest financial year – this could be from 2018 to last year, depending on the foundation. The rest of the foundations spent less than $1 million.

Ms Tan said the foundations’ expenditure included grants and donations as well as manpower costs and other expenses to carry out the philanthropic work.

The report stated: “Philanthropic giving through foundations is set to grow as more wealthy individuals and companies set up foundations.

“Hence, the influence and role of philanthropic foundations in addressing needs in the community is set to grow.”

To make an impact with your giving, read more here.

This article was originally published in The Straits Times here. Source: The Straits Times © Singapore Press Holdings Limited. Permission required for reproduction.

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News

Business Times: As they received, they now give

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A snapshot of a newspaper Business Times: As they received, they now give

Education is a force for good and a cause that Trina Liang-Lin and Edmund Lin are passionate about supporting.

Education has been pivotal in both their lives, paving stones to their successful careers. Ms Liang-Lin, 47, is the managing director of investment research consulting firm Templebridge Investments, and married to Mr Lin, 49, partner and founding member of Bain & Company’s Singapore office.

She is known for her passion for women’s empowerment. The past-president of the Singapore Committee for UN Women sits on the boards of several non-profits including the National Volunteer & Philanthropy Centre, the Singapore Council of Women’s Organisations and Victoria Junior College. He has devoted time and expertise to the Singapore Management University (SMU), serving on its boards.

“Both of us, we see education as the ultimate leveller. We saw it in both our lives,” says Ms Liang-Lin.

A giving shaped by education
Thinking back to her days as a St Joseph’s Convent schoolgirl, Ms Liang-Lin recalls walking through the school compound each morning, climbing the flight of stairs to the school hall and seeing a bronze plaque bearing the name of philanthropist Tan Kah Kee who had given money to build that hall.

“It made an impression on me,” she says, that someone with no obvious ties to the school and its students would decide to give. For that school still means much to her today. It was where some of her deepest friendships were forged.

That plaque led her to notice similar plaques elsewhere, such as a list of donors and their donations towards the building of what is today’s Singapore Art Museum. The three-digit figures seem insignificant now, yet, helped raise buildings of such significance. “It impressed upon me that for a sum like that you can leave such an important legacy,” says Ms Liang-Lin.

Later, she would receive a scholarship to study abroad – an opportunity that would have been out of reach without a scholarship. “It did change my life,” she says.

Education, and the generosity of others, changed Mr Lin’s life too.

His parents arrived in the United States as struggling graduate students from Taiwan and Hong Kong. But they were shown hospitality and care. Mr Lin remembers one American couple that looked out for his mother, offered their backyard as a venue for his parents’ wedding, and then hosted his family for numerous Thanksgiving dinners.

“From a young age, I always felt that my parents, my brother and I all benefitted from the kindness of others,” he says.

His parents’ education was a gateway to a comfortable life in the U.S. for their family. And eventually, Mr Lin himself was awarded scholarships that secured him a high-quality college education without any financial burden.

How much is enough?
The couple acknowledge that the volunteering they did during their college years – Ms Liang-Lin served at nursing homes while Mr Lin volunteered as a mentor at college and with San Francisco’s Chinatown YMCA – came to a halt when they first joined the workforce in demanding jobs.

Their 20s were intensely focused on work and establishing their careers. “It was really more in our early to mid-30s that we said, okay, we’re at a certain level of accomplishment and comfort. Now is a good time to have a more purposeful life,” says Mr Lin.

One question they had discussed, Ms Liang-Lin says, was: how much is enough? “I think the secret of success in a lifetime is knowing when enough is enough for you.”

“Enough” is not about an amount, nor a specific age. “It is very different from person to person, family to family, but it’s a state of mind – that you feel you are content and it is now time to give back to the society that allowed you to become who you are,” she says.

And so, they began giving their time and resources.

Six years into working life, Ms Liang-Lin helped found the Financial Women’s Association Singapore to provide women in finance with a support network. The association soon searched for charities to support, kicking off her philanthropic work in earnest. Mr Lin too, began contributing his time and expertise, starting with SMU’s Lee Kong Chian School of Business Advisory Board and subsequently joining the SMU Board of Trustees.

And as a couple, they began giving to causes they felt strongly about: education, gender equality, animal welfare and the arts.

The multiplier effect of structured giving
It was while they were looking for a meaningful way to celebrate their 20th wedding anniversary that Ms Liang-Lin and Mr Lin began to mull over taking things a step further to formalise their giving.

“We spoke with Mr Teng Ngiek Lian of the Silent Foundation, who encouraged us to start our philanthropy journey now, rather than wait. He also gave us a better sense of what was needed to set up a private foundation – staffing, resources, expertise and governance,” says Ms Liang-Lin.

They also had a serious chat with Laurence Lien, chairman of the Community Foundation of Singapore (CFS), and eventually decided to set up the Lin Foundation, a fund managed by CFS, with an initial six-figure sum.

“As busy professionals and younger philanthropists, CFS saves us the work and resources needed to set up our Lin Foundation. CFS provides us with philanthropy management and grant-making expertise, ensuring that our grants are effective and meaningful,” says Ms Liang-Lin.

Other draws were how CFS works with a broad range of charities, offers donors a structured charitable vehicle that provides relevant tax deductions on donations, and, importantly, offers the flexibility to grow their fund over time.

Mr Lin cites the Lin Foundation’s scholarship for SMU students lacking the finances to pursue a semester abroad, as one initiative that could be scaled up. “CFS helped us with the selection of candidates, disbursement, administration, etcetera. I can imagine, with the help of CFS, expanding on homegrown initiatives like this, scaling them up.”

They may have chosen to set up their foundation at a relatively young age, but Ms Liang-Lin believes they are a part of a growing trend.

“Increasingly, people are realising that they don’t have to wait till they are older and richer to give back and make an impact. The proliferation of new media platforms is reshaping attitudes and approaches to giving. There is a growing awareness of social problems, and how these can be tackled by contributing funding support, knowledge and expertise,” she says.

To Mr Lin, giving adds much to his life. “Giving creates for me a lot of meaning in my life. The pursuit of economic goals will only take you so far. The time one spends giving back to a community creates great energy. Yes, it takes time. But this is time that creates more energy and the capacity to do more.”

And, he likes being able to give together with his wife. “We both, professionally, have quite a lot going on. But this is one thing we can share, do together, and find great pride and meaning in.”

Source: Business Times © Singapore Press Holdings Limited. Permission required for reproduction.

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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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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Stories Of Impact

Apex Harmony Lodge – Empowering dementia patients to live well

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Is dementia an inevitable part of ageing? Can nothing can be done to change its course?

Dementia patients are oft-times negatively perceived as ‘senile’ or ‘confused’, with little measures taken to empower patients to maintain an active mind. If their symptoms are ‘generalised’, this may lead to care that negates the patient’s individualised needs.

As Singapore’s first purpose-built lodge for dementia patients, Apex Harmony Lodge (AHL) views each patient as someone who is ‘beyond their condition’, and who can be empowered to live with dignity and well-being, explains Mahathir Rahim, former Community Engagement Executive at AHL.

Informed by the latest medical research as well as Person-Centred-Care (PCC) models of dementia care, each resident at AHL receives an individualised care plan, recognising their specific stage of dementia, background and personal interests.

This approach is especially relevant for patients with mild to moderate dementia, who comprise almost 70% of AHL’s 180 residents. For around 60 patients who are still mobile, they exhibit greater psychosocial needs, including maintaining identity, autonomy and socialisation.

Forming a key part of AHL’s care plan is a curated programme of activities that not only keeps patients engaged and happy, but also helps maintain brain plasticity for patients with Alzheimer’s Disease, a key finding in recent neuroscience research.

Tapping into two donor funds via the Community Foundation of Singapore (CFS), AHL has been able to scale its programmes to benefit more residents and sustain engagement levels in recent years. The funding has also helped AHL diversify its programmes to cater to the niche needs of its residents.

Take for instance AHL’s ‘Ignite My Life’ programme: its variety of recreational and learning activities are tailored to the abilities and interests of residents, enabling them to live well. This includes equine-assisted therapy, where residents who display an affinity for animals get to interact with rescued horses. The initiative has benefited more than 20 residents so far, who delight in bonding with the horses. For residents who enjoy cooking, a baking programme enables them to take part in monthly sessions, whipping up a spread shared with fellow residents. This helps to boost their self esteem as they learn to create something on their own and share their successes with others.

AHL has also tapped into CFS’s Outing for Seniors Community Impact Fund to expand its number of outings to local museums, Gardens by the Bay and even on Duck Tours, greatly benefiting a pool of residents who are immobile. Such outings often require significant manpower, with each resident assisted by one volunteer or staff. Getting funding support has helped AHL to manage the significant transportation and food costs incurred, thereby bringing outings to more of its residents.

AHL’s efforts to offer personalised programmes for dementia patients has been recognised by not just the residents, but also their families. “The families are very impressed by the unique programmes we provide, especially for patients who aren’t able to move on their own,” expresses Mahathir.

Bryan Lim, AHL’s current Community Engagement Executive, adds, “At the end of the day, it’s about honouring the human being and helping retain one’s dignity. Instead of telling a patient what he can or cannot do, we give them a chance to explore their capabilities.”

Photos: Apex Harmony Lodge
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