01 December 2020

Maybank Launches Heart of Singapore Campaign to Spur the Public to Fundraise a Target of S$360,000

Ground-up fundraising initiative is part of SG Cares Giving Week and will empower 5 chosen charity beneficiaries

Singapore: In an effort to support communities in need, Maybank Singapore today announced the launch of its Heart of Singapore (#HeartofSG) campaign in collaboration with “SG Cares Giving Week”. For the first time this year, the annual national giving movement is jointly-organised by SG Cares, the National Volunteer and Philanthropy Centre (NVPC), and the National Council of Social Service (NCSS). Members of the public are invited to create 60 fundraising campaigns of their own choice on The Heart of Singapore campaign portal where for every dollar raised, Maybank will match the donation sum collected, up to S$180,000. The total target amount of S$360,000 will be donated to 5 social service agencies (SSAs) through the President’s Challenge Empowering for Life Fund (ELF).

The SSAs supported under ELF for President's Challenge 2020 are namely Movement for the Intellectually Disabled of Singapore (MINDS), Muscular Dystrophy Association (Singapore), Society for the Physically Disabled (SPD), WE CARE Community Services and Club HEAL. Maybank is dedicating donations to them because their programmes reach out to disadvantaged groups in the areas of skills upgrading, capacity building and employment.

“Centred on the spirit of giving, Maybank’s Heart of Singapore campaign seeks to unite everyone from different walks of life to take personal actions and empower our communities in need. Having 60 fundraising campaigns is significant to us as we celebrate 60 years of operations in Singapore. Partnering with the Giving Week for the first time adds to the list of exciting milestones we have achieved here. We look forward to playing our part in supporting the future of Singapore by not just being a financial enabler for communities to thrive, but also raising the awareness of the work these charities do,” says Dr John Lee, Country CEO & CEO of Maybank Singapore.

The Heart of Singapore campaign is in line with Maybank’s mission to humanise financial services, shining a spotlight on programmes that empower communities in need, especially as they weather the onslaught of Covid-19. Through this initiative, Maybank calls on everyday Singapore residents to act on the force of good and use the power of their fundraising campaigns, be it running or cycling or giving away baked goods, to change the lives of others for the better. Maybank also encourages the Singapore community to spread the word across their own social media or online platforms. 

Mr Jeffrey Tan, Director, Marketing & Advocacy, NVPC says, “Anyone can give, and the power to effect change begins with each one of us. In an arduous year such as this, we have seen the people, organisations, and leaders of Singapore come together to uplift those in need through the generosity of their time, talents, treasure, and voice. These little acts when multiplied can make a world of difference, and we hope to embed this spirit of giving in our everyday lives as we build a City of Good together.”

The Heart of Singapore campaign page offers participants a quick and convenient method to share their fundraising campaigns with the communities around them. With a simple click of a button, fellow Samaritans can donate directly towards one of the 5 beneficiaries of their choice. All proceeds will go to the charities listed, where together, change is in our hands to create a better society with reduced inequalities.