SGSHARE: Building a Stronger Social Compact Through Giving

singapore is celebrating its 60th year of independence (SG60) with a renewed focus on social duty. The Community Chest, the philanthropy arm of the National Council of Social Service (NCSS), has relaunched its SHARE program as SGSHARE, aiming to foster a more inclusive and caring society.

The SGSHARE initiative seeks to support a wide range of individuals, including adults with disabilities, children with special needs, at-risk youth, those struggling with mental health, and vulnerable families and seniors. The core mission is to encourage Singaporeans to contribute to a “strong social compact” by giving back to their communities.

DDB Group singapore (DDB) is spearheading the nationwide campaign, titled ‘A Million Dreams,’ which launched on March 20, 2025. The campaign emphasizes a convenient subscription model for regular donations, ensuring social service agencies can better address complex social needs and plan for the future.

This approach mirrors the growing popularity of subscription services in the U.S., where consumers are accustomed to recurring payments for everything from streaming entertainment to meal kits. Could a similar model revolutionize charitable giving in America?

In the United States, the non-profit sector faces constant pressure to secure sustainable funding. Many organizations rely heavily on annual fundraising events or one-time donations, which can be unpredictable. A subscription model, like SGSHARE, could provide a more stable and predictable income stream, allowing non-profits to better plan and execute their programs.

‘A Million Dreams’: Inspiring Inclusivity Through storytelling

At the heart of the ‘A Million Dreams’ campaign is a three-minute film that highlights the stories of Singaporeans who have benefited from social services. The film, set to the tune of “A Million Dreams” from *The Greatest Showman*, features the Voices of Singapore Children’s choir and Voices of Singapore Starlight Voices, blending real-life narratives with uplifting music.

The campaign film is supported by a multi-channel marketing strategy, including television, out-of-home advertising, transit ads, digital placements, and social media collaborations. The goal is to encourage both individuals and corporate partners to commit to ongoing support.

The power of storytelling is undeniable. In the U.S., organizations like St. Jude Children’s Research Hospital have successfully used compelling narratives to connect with donors on an emotional level. By showcasing the impact of their work through individual stories, they have built a strong base of loyal supporters.

The “A Million Dreams” campaign leverages this same principle, using music and visuals to create an emotional connection with viewers. This approach could be highly effective in the U.S., where donors are increasingly seeking to understand the direct impact of their contributions.

Consider the success of organizations like “charity: water,” which uses video and photography to document its work providing clean water to communities in developing countries. These visuals create a powerful connection with donors, demonstrating the tangible impact of their contributions.

A Subscription Model for Social Good: Lessons for the U.S.

The SGSHARE campaign offers several key lessons for U.S. non-profits looking to adopt a subscription-based giving model:

• Embrace Subscription models: Encourage recurring donations to provide a stable income stream.
• Leverage Powerful storytelling: Develop compelling narratives that connect with donors on an emotional level.
• Foster Partnerships: Encourage collaboration across organizations to maximize impact.
• Incentivize giving: Explore government matching programs to encourage charitable donations.

Adaptation is key. The U.S. is a large and diverse nation, and the focus should adapt based on geographical and societal needs.

One potential criticism of the subscription model is donor fatigue. Organizations can keep donors engaged long-term through:

• Regular Interaction: Send updates on the impact of donations.
• Exclusive Content: Provide donors with special offers and updates.
• Personalized Interactions: Tailor communications based on donor preferences.
• Openness: Full transparency is crucial.

For organizations in the U.S. considering adopting the SGSHARE model or similar approaches, it’s important to conduct thorough research, build strategic partnerships, and adopt a data-driven approach.

Organizations should also focus on impact, demonstrating how donations improve lives.

The United Way, a well-established non-profit in the U.S., could potentially benefit from adopting a subscription model. By offering donors the option to make recurring monthly contributions, they could create a more predictable revenue stream and expand their reach.

Government Matching: Incentivizing Charitable Giving

One of the key components of the SGSHARE initiative is the potential for government matching of donations. This approach can substantially incentivize charitable giving, as donors know that their contributions will be amplified by government support.

In the U.S., several states and municipalities have experimented with similar matching programs. For example, some cities offer tax credits for donations to local non-profits, effectively reducing the cost of giving.

Though, implementing a government matching program can be complex. It requires careful planning and oversight to ensure that funds are allocated fairly and effectively. There are also concerns about potential budget reallocations and the fairness of targeting funding.

One potential solution is for state or local governments to pilot the program, specifically focusing on specific organizations. The government matching donation program may have regulations.For example, any government fund could have a minimum or any donation would have to be a matching gift to have the benefit.

The success of a government matching program depends on several factors, including the level of funding, the eligibility criteria, and the effectiveness of the outreach efforts. it’s also important to ensure that the program is obvious and accountable, so that donors can be confident that their contributions are being used wisely.

The Future of Giving: A Call to Action

The SGSHARE campaign offers a compelling vision for the future of charitable giving. By embracing subscription models, leveraging powerful storytelling, fostering partnerships, and incentivizing giving, we can create a more sustainable and impactful non-profit sector.

The challenges are real, but they are manageable with thoughtful planning and collaboration. By learning from the experiences of Singapore and other countries, we can build a stronger social compact in the U.S., where everyone has the chance to thrive.

It’s time for U.S. non-profits and policymakers to embrace innovation and explore new approaches to charitable giving. The future of our communities depends on it.

Can SingaporeS SGSHARE campaign Revolutionize Charitable Giving in the U.S.? An Expert Weighs In

To gain further insights into the potential of the SGSHARE model for the U.S., we spoke with Dr. Eleanor Vance,a leading expert in non-profit management and philanthropy.

SE: what specific lessons can U.S.non-profits and policymakers learn from the SGSHARE campaign? Are there any aspects of Singapore’s approach that would need to be adapted for the American context?

EV: “Several lessons are instantly applicable. The USA can take an innovative approach to apply these lessons:

• Embrace Subscription Models: Encourage recurring donations.
• Leverage Powerful Storytelling: Develop compelling narratives.
• Foster Partnerships: Encourage collaboration across organizations.
• Incentivize Giving: Explore government matching programs.”

Dr. Vance emphasized that “Adaptation is key! The US is a large and diverse nation. The focus should adapt based on geographical and societal needs.“

SE: One potential criticism of the subscription model is donor fatigue. How can organizations keep donors engaged long-term?

EV: “That’s a valid concern, but it is manageable with thoughtful planning:

• Regular Interaction: Send updates on the impact of donations.
• Exclusive Content: Provide donors with special offers and updates.
• Personalized Interactions: Tailor communications based on donor preferences.
• Openness: Full transparency is crucial.”

SE: What advice do you have for organizations in the U.S. that are considering adopting the SGSHARE model or similar approaches?

EV:

• Thorough Research: Understand your target audience and their giving habits.
• Strategic Partnerships: Collaborate with marketing and advertising agencies.
• Data-Driven Approach: Track the performance of your subscription program.
• Focus on Impact: Demonstrate how donations improve lives.”

SE: Dr. Vance, this has been incredibly insightful. Thank you for sharing your expertise.

EV: “It was my pleasure. I believe if we can foster a culture of helping, there is no limit to what can be achieved.”

SE: readers, what are your thoughts on Singapore’s SGSHARE initiative? Could it work in the U.S.? Share your comments below, and let’s keep this vital discussion going!