Giving Season 2025: NVPC targets more than S$42m in donations, rallies 10,000 volunteers

Key Concepts

• The Great Singapore Give Campaign: A national giving movement.
• National Volunteer and Philanthropy Center (NVPC): The national agency organizing the campaign.
• giving.sg: NVPC's enhanced digital donation platform.
• SG60: The context for the campaign, marking a significant national milestone.
• We First Society: A societal vision promoted by NVPC, emphasizing collective well-being through giving and strengthened bonds.
• Regular and Impactful Giving: The desired long-term behavior NVPC aims to inspire beyond the campaign's duration.
• 3P Sectors (People, Private, Public): The collaborative partnership model leveraged by NVPC to achieve its goals.

Campaign Overview and Objectives

The Great Singapore Give Campaign is a national giving movement launched by the National Volunteer and Philanthropy Center (NVPC). This three-month campaign, running until the end of the year, serves as the "last push" for Singaporeans to contribute to society during the SG60 period. The campaign has ambitious targets: to raise more than $42 million in donations and to rally 10,000 volunteers for various charitable causes.

Organizational Framework and Scope

As the national agency, NVPC is orchestrating this extensive campaign, involving over 200 organizations. The campaign's reach is islandwide, utilizing both digital and physical activations to engage the public. Notable examples of these activations include the Community Chest Christmas Light-Up and the SG Cares Giving Week, integrating the campaign into existing community initiatives.

Digital Platform Enhancements

Central to the campaign's digital strategy is giving.sg, NVPC's dedicated donation platform. This platform has been significantly enhanced with "new features" and a "refreshed landing page" to improve user experience, streamline the donation process, and facilitate easier engagement for potential donors and volunteers.

Vision and Long-Term Strategy

NVPC articulates a core perspective that Singaporeans can build a "we first society" by actively participating in giving and strengthening community bonds. While The Great Singapore Give is a focused three-month initiative, NVPC emphasizes that "giving must go way beyond that." To achieve this sustained culture of generosity, NVPC's strategy involves two key pillars:

1. Leveraging Digital Tools: Utilizing platforms like giving.sg to make giving accessible and convenient.
2. Forging Partnerships: Collaborating extensively across the "people, private and public sectors" (3P sectors) to create a synergistic ecosystem for giving. The ultimate aim of NVPC is to inspire more individuals to embrace "regular and impactful giving," which is seen as crucial to "fortify the spirit of unity and shared responsibility" within Singapore.

Conclusion: Main Takeaways

The Great Singapore Give Campaign represents a significant, multi-faceted national effort by NVPC to galvanize giving and volunteering during the SG60 period, with specific targets of over $42 million and 10,000 volunteers. By leveraging an enhanced digital platform (giving.sg) and fostering broad partnerships across the 3P sectors, the campaign not only aims to meet its immediate goals but also serves as a strategic catalyst. Its overarching objective is to cultivate a sustained culture of "regular and impactful giving" among Singaporeans, thereby strengthening community bonds and contributing to the vision of a "we first society" characterized by unity and shared responsibility.