This November, a rather mundane online search for coach tickets to Malaysia took an unexpected turn for Mr. Yee Chai Hua. While browsing the WTS Travel website, he discovered a remarkable initiative that allows travelers to contribute to a charitable cause right at the moment of purchase.

"I saw the Community Chest Change for Charity option that let me donate $2 from my total payment of $287 for two coach tickets," Mr. Yee recounted. He was pleased with how seamlessly the donation process was integrated into his buying experience, highlighting that it not only facilitated easy giving but also reinforced his loyalty to the brand. “I’d much rather spend my money with companies that care about giving back to the community,” he stated.

WTS Travel is among over 40 businesses participating in the Change for Charity (CFC) initiative, which has made it simpler than ever for customers to contribute small donations directly to the Community Chest with their everyday purchases. Launched in 2023, this initiative spans various industries, including retail, dining, banking, and travel sectors.

Since July, WTS Travel has committed to donating $1 per traveler for every Malacca package sold, with plans to extend similar opportunities to other travel packages in the near future. Mr. Jack Lim, managing director of Community Chest, emphasized that the contributions will significantly support over 200 crucial social service programs, aiding around 82,000 individuals and families in need. “These programs aim to assist isolated seniors, implement mental health initiatives, uplift lower-income families, and support special education for children with disabilities,” Mr. Lim said. He added that the funds will also enhance the capabilities of social service agencies to better serve their communities.

A Game-Changing Approach to Charity

The spark for WTS Travel's participation in the CFC initiative emerged from an internal conversation about enhancing their corporate social responsibility. A team member shared personal experiences about how even small donations can lead to significant societal change, prompting the company to act.

Mr. Micker Sia, managing director of WTS Travel, noted that choosing to engage with the well-established CFC initiative made integrating charitable giving into transactions a hassle-free experience. Collaborating closely with the Community Chest for two months, the company found the integration process far smoother than anticipated. To alleviate initial costs, WTS Travel also benefited from a grant provided by Community Chest.

The beauty of the CFC initiative lies not only in its simplicity but in its financial amplification effect; for every dollar customers donate, the government matches an additional $0.50, significantly enhancing the funds available for community support.

Revolutionizing Donations with Rewards Programs

While WTS Travel is streamlining donations during transactions, UOB bank is embracing an innovative model to encourage charitable support. UOB Rewards+ cardholders can convert their accumulated UNI$ points into monetary donations for the CFC initiative. For instance, 1,500 UNI$ points translates to a $25 donation. Moreover, UOB matches every dollar donated up to $5,000 per year over a three-year span, which further generates additional funds when combined with government matching.

UOB has had success with the CFC initiative since 2021, seeing enthusiastic participation from its customers. “We view this initiative as a means to foster a culture of giving, enabling both the bank and its customers to make a positive impact in society,” Mr. Tan, head of Group Corporate Social Responsibility, remarked.

Shopping malls like Marina Square and 313@somerset are also leading the way by adopting similar reward point donation programs within the CFC initiative.

Giving Back with Every Meal

In the food industry, Creative Eateries, the force behind popular brands like Siam Kitchen and Barossa Steak & Grill, has introduced a new method for their patrons to donate during checkout by rounding up their bills. Director Mrs. Bernadette Giam explained that integrating the CFC initiative was effortless due to the company's longstanding relationship with Community Chest.

Customers at Creative Eateries can contribute through both QR codes and payment counters, making it simple during dine-in experiences as well as online orders. The establishment successfully set up their donation system in just two weeks with the aid of their point-of-sale partners.

As charity-minded consumers increasingly seek out businesses that align with their values, the Community Chest aims to partner with more organizations to expand this impact significantly. "Initiatives like Change for Charity enhance brand value for businesses while motivating Singaporeans to give back to their communities," Mr. Lim added.

To learn how you can join this impactful initiative, visit Change for Charity Initiative and discover how easy it can be to shop with purpose!