National Volunteer and Philanthropy Centre CEO Tony Soh on strengthening the collective

Key Concepts

• Collective vs. Individual Success: The balance between individual achievement and contributing to societal well-being in Singapore.
• Inclusive Giving: Expanding the definition of giving beyond monetary donations to include time, skills, talent, and access.
• Motivation for Giving: Shifting focus from compliance-based giving to compassion-driven, intrinsic motivation.
• Measuring Impact: Moving away from conversion rates and towards cultivating genuine impact and sustained engagement.
• Youth Engagement: Actively involving young people in giving opportunities to foster a lifelong commitment to philanthropy.

The Growing Emphasis on Giving in Singapore

The CNN report highlights a growing national push in Singapore to encourage citizens to contribute to society, a movement gaining momentum post-pandemic and reinforced by national leaders. Prime Minister Lawrence Wong reiterated this message during the SG60 celebrations last year, emphasizing the importance of a cohesive future. The core idea, initially discussed in national conversations following the pandemic, centers on prioritizing collective well-being alongside individual success.

The Connective Tissue of Society

Tony Soh, CEO of the National Volunteer and Philanthropy Centre (NVPC), frames the issue as striking a “right balance between the individual and the collective.” He asserts that individual success is intrinsically linked to a strong, united community, stating, “We mustn’t forget that individuals succeed because the collective has then united and cohesive.” The NVPC’s work focuses on providing avenues for individuals to strengthen this collective through volunteerism and philanthropy.

Redefining Giving: Beyond Monetary Donations

A key challenge identified is making giving more inclusive. The report emphasizes a broader definition of “giving” extending beyond financial contributions. Giving can encompass contributions of time, skills, talent, and even access to resources. Mr. Soh explains, “It can be money. But it can also be items in time to be a access.” He stresses the power of networks, suggesting that individuals can amplify their impact by involving friends, family, and colleagues. Furthermore, sharing personal experiences and knowledge (“testament”) can inspire others to participate.

Shifting Metrics for Success: From Conversion to Compassion

Organizations are being urged to rethink how they measure success in their giving initiatives. Mr. Soh advises against focusing solely on “conversion rates” – the number of people persuaded to donate or volunteer. He warns that aggressive tactics can be “distasteful” and even “damage the brand.” Instead, the focus should be on cultivating “real impact” and fostering intrinsic “divine motivation.” He argues, “It is more important to have the heart in giving.” The goal is to provide initial experiences that are meaningful and allow individuals to witness the positive impact of their contributions, transforming giving from an obligation into a personal desire. As he states, “You don’t want compliance compared to compassion.”

Engaging the Youth: Building a Future of Giving

Recognizing the importance of long-term commitment, the NVPC is prioritizing engagement with young people. The strategy involves exposing youth to diverse giving opportunities and demonstrating the importance of contributing to society. The emphasis is on flexibility, allowing young people to contribute in ways that align with their life stage and personal circumstances. The NVPC is actively forging partnerships with institutes of higher learning to nurture this passion for giving and encourage its continuation into adulthood. The aim is to instill a “we first spirit” that extends beyond immediate needs.

Logical Connections & Synthesis

The report presents a logical progression from recognizing the need for a stronger social fabric in Singapore to identifying practical strategies for fostering a culture of giving. It moves from broad national goals to specific recommendations for organizations and individuals. The central theme is a shift in mindset – from viewing giving as a duty to embracing it as a fulfilling and impactful act of compassion. The emphasis on inclusive giving and youth engagement underscores a long-term vision for building a more cohesive and resilient society.