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

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

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

John Doe

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.

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Group of elderly sitting around a round table

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Three young men playing soccer on a field, displaying teamwork, agility, and passion for the sport.

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The campaign kicked off with six of CFS’s donors: Keith Chua, Trina Liang-Lin and Edmund Lin, Govind 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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John Doe

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”。

Related Topics For You: CHARITY STORIES, DONOR STORIES, NEWS, OPINION, STORIES OF IMPACT

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Opinion

How much does a Singapore household need for a basic standard of living?

John Doe

In a study of household budgets by Dr Ng Kok Hoe (Lee Kuan Yew School of Public Policy), A/P Teo Youyenn (Nanyang Technological University), Dr Neo Yu Wei (National University of Singapore), Dr Ad Maulod (Duke-NUS), Dr Stephanie Chok and Wong Yee Lok (LKYSPP), a basic standard of living means “…more than just, housing, food, and clothing. It is about having opportunities to education, employment, and work-life balance, as well as access to healthcare. It enables a sense of belonging, respect, security, and independence. It also includes choices to participate in social activities, and the freedom to engage in one’s cultural and religious practices.”

To date, a total of two household budget studies were conducted using the Minimum Income Standards (MIS) as a research method for establishing the incomes needed for a basic standard of living in Singapore. In 2019 the study[1] targeted seniors and in 2021 the study[2] extended this work to the needs of households. The results helped to establish a living wage level, a wage that allows people to afford a decent standard of living and embodies the values and principles that the public identifies with across a range of domains.

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So, if I have a wish for, for next year and of course beyond…. it is to have a greater conversation around wages and people’s living standards that are based on principles like these – people’s needs, what is decent, what is basic, and what will allow people to not feel excluded from society.

Dr Ng Kok Hoe

Recognising the importance of research on the needs of households living in poverty, the Community Foundation of Singapore collaborated with the research team to invite 25 leaders from the social service sector to learn about the opportunities and trade-offs in applying MIS in Singapore, as well as to compare income standards in different countries. It was a process to understand about the living standards from ground up experiences which demonstrated what Singaporeans see as necessary and important to thrive while living in Singapore. Without such a process to unpack the lived experiences of individuals and communities, narratives often reinforce the worldview of the dominant and are unable to account for the real habits and practices of ordinary members of society.

The session with the social leaders was held in August 2022 and it opened up possibilities to incorporate MIS findings to review and enhance the delivery of programmes and services for marginalised communities and families.

This is an interesting discussion – we need more of these sessions for paradigm shifts within the sector itself. Social justice is one of the core principles in social work but what is “just” and is it the same as “fair”? Just or fair to who?
Participant’s reflection

The workshop invited attending social leaders to anticipate how society is changing and ask about the relevance of MIS and how it challenges or contributes to current income policies, assistance schemes, eligibility criteria for assistance and practices to ensure a minimum socially acceptable standard of living. It is also helpful for leaders from different fields to come together and share their assumptions, priorities, and values that may impact their assessment of clients’ needs and support provided.

It inspires me to imagine that when we talk about families no longer being in poverty, it is not just about being earning above a certain income (e.g., poverty line) but being able to achieve a basic standard of living. This has tremendous implications and guidance on how we think about measuring and evaluating the outcomes and impacts of our work.

Participant’s reflection

In the discussions, the participants found it crucial to include multiple stakeholders such as donors and funders who will fund these programmes and dictate expected processes and outcomes. As a follow-up, another session will be facilitated to gain their perspectives and ensure the conversation goes deeper, and generates aligned perspectives.

Through these sessions, we hope to push the boundary of thinking to inspire different stakeholders. Donors can play an important role in encouraging greater giving and I hope the next session will allow even deeper conversations

Joyce Teo, Executive Director, Centre for Applied Philanthropy, The Community Foundation of Singapore

This article was written by Joyce Teo, an executive director of Centre for Applied Philanthropy. Joyce leads the CAP team and works with donors and non-profit organisations to address the critical gaps in strategic philanthropy in Singapore.

References

[1] 2019 Household Budget Study: What older people need

[2] 2021 Household Budget Study: What people need in Singapore

Related Topics For You: CHARITY STORIES, DONOR STORIES, NEWS, OPINION, STORIES OF IMPACT

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News

COVID-19: Community Foundation of Singapore commits up to S$300,000 to extend student meal subsidies during circuit breaker

John Doe

SINGAPORE: The Community Foundation of Singapore (CFS) has committed up to S$300,000 in funding to extend the Recess@Home programme until the end of the “circuit breaker” on Jun 1, the Ministry of Education (MOE) said on Thursday (May 14).

Our CEO Catherine Loh is an honouree of Tatler Asia’s Most Influential 2022

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Speaking after the association’s annual general meeting at Kallang Netball Centre on Friday, Liang-Lin, a fund manager for a US$7 billion (S$9.5 billion) firm focused on green real estate investments in Asia, hopes to bring her expertise to the table and increase the amount of financial support for Singapore netball during her four-year term.

The 53-year-old took over from Deputy Speaker of Parliament Jessica Tan, who has been the association’s president since 2012. Tan had reached the end of her tenure, which saw the national team make several breakthroughs, including a gold medal at the 2015 SEA Games in Singapore.

Liang-Lin holds various appointments such as being Singapore’s representative to the G20 for Women appointed by the Ministry of Finance. She is also a board member of the Community Foundation of Singapore, which promotes philanthropy through facilitating the establishment of charitable funds.

She said: “One of the things that is overlooked when we look at philanthropy and fundraising is that sport is not really part of the things that people will automatically think about.

“Less than one per cent of the funds that we raise in the Community Foundation goes to sport. The values that sport brings need to be amplified more, so that corporates… see the need to support sport. I think that link needs to be stronger so that we get not just more corporate sponsors, but also they can come in for longer periods of time.”

While national agency Sport Singapore provides funding to netball, corporates can also do their part, she added.

She said: “If we play our cards correctly, we can get corporates to come in and hopefully support them, to see the wider purpose of sport and bring the nation together.”

She also hopes the association can be proactive in looking for financial support, adding: “We must work more strategically with governing bodies on educating corporates on the importance of really supporting sport.”

The former netball player also made references to the recent Women’s World Cup for football, noting the “ability for a game that focuses on women in the sport to bring global attention”.

She said: “I want that kind of trajectory of the limelight going to women’s sport. I think that is a trend that will continue, and I hope that netball will be part of that trend.”

Meanwhile, Tan was satisfied that she has achieved the three objectives she had set out to do when she came on board – to improve quality of play, build a fan base and create an ecosystem which involves coaches and players.

The 57-year-old added: “As much as I do feel sad about having to step down, but at the same time, leadership renewal is very important.

“I think Trina will help to galvanise the team together, and bring a lot of new perspectives and quality to the association.”

Join us in making an impact on Singapore sports scene! Reach out to us for more information.

Source: The Straits Times © SPH Media Limited. Permission required for reproduction

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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: CHARITY STORIES, DONOR STORIES, NEWS, OPINION, STORIES OF IMPACT

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News

CFS Receives National Award – COVID-19 Resilience Certificate

John Doe

CFS has been awarded the COVID-19 Resilience Certificate, which recognises the contributions of organisations that played a vital role in addressing the challenges posed by COVID-19. Our CEO, Catherine Loh, received the award at the Ministry of Culture, Community and Youth (MCCY) Family National Day COVID-19 Investiture on October 10, 2023.

How We Pooled Resources for Singapore

As COVID-19 cases began to rise in February 2020, a member of the CFS board was deeply disturbed by reports of mistreatment towards healthcare workers. Anticipating the imminent health and economic challenges that lay ahead, CFS quickly recognised that action was needed.

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Set up during the covid-19 pandemic, Sayang Sayang Fund raised $9.7m over three years, supporting over 400,000 lives
应疫情设立 Sayang Sayang基金三年筹970万元惠及40万人

“On February 11, 2020, we launched a Community Impact Fund which we named the “Sayang Sayang Fund”,” said Catherine Loh, CEO. “We felt this was the best and fastest way to respond to emerging needs as the crisis unfolded. It provided an easy way for donors to support those in need while CFS worked with sector partners to determine the type of support each community needed.”

The amount of support that poured in was heartening. We attained our initial target of $500,000 in just 10 days, and ultimately received $9.7 million from over 5,000 donors.

Thanks to our generous donors, we were able to collaborate with charities, ministries and social service agencies to deliver urgent assistance to those in need.

Making a Positive Impact on Affected Communities

In response to rapidly shifting circumstances, CFS acted through a wide array of initiatives and programmes, disbursing $9.7 million to aid 401,000 beneficiaries and 276 community organisations between 2020 to 2023. Here’s a glimpse into our efforts:

Healthcare Workers: Our initial action was to lift the spirits of nurses, doctors and ancillary healthcare workers by providing taxi vouchers and care packages sponsored by donations from the public and transport companies, ComfortDelGro, Gojek and Grab.

Elderly: When social distancing measures were mandated, the Sayang Sayang Fund (SSF) provided funds to several charity programmes to ensure the well-being of the elderly. These included educating them on infection control, reducing loneliness among elderly living alone, and ensuring low-income seniors had access to food despite disruptions in the supply chain.

Students: During school closure and home-based learning, students on financial assistance lost access to subsidised school meals. In partnership with the Ministry of Education, the SSF supplemented their allowances to ensure they continued to receive proper nutrition.

Migrant Workers: During the circuit breaker period, the SSF distributed mobile phone top-ups to migrant workers in lockdown who had insufficient balances in their accounts, so they could stay in contact with their families.

Rough Sleepers: Funds were disbursed to AMKFSC Community Services, Good News Community Services, Methodist Welfare Services, and New Hope Community Services to establish more shelters and assist in relocating rough sleepers to safe accommodations.

Learn more about the Sayang Sayang Fund.

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

中心“常胜将军”胡锦盛：比赛限时反应要快

Related Topics For You: CHARITY STORIES, DONOR STORIES, NEWS, OPINION, STORIES OF IMPACT

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News

The Straits Times: Teacher gives students with disabilities hope

John Doe

by Rahimah Rashith, 24 October 2016

“It is not often that someone comes along who is a true friend and a good writer.”

The ending to beloved children’s book Charlotte’s Web by E.B. White gives an apt rendering of the relationship between teacher Jeyaram Kadivan, 34, and his former student, Mr Caleb Tay, now 20.