Introduction

This November, while planning a trip to Malaysia, shopper Mr. Yee Chai Hua was pleasantly surprised by a feature from WTS Travel that allowed him to donate to charity while booking his coach tickets. With the newly introduced "Community Chest Change for Charity" option on their website, he was able to contribute $2 towards local charitable causes as he made a purchase totaling $287 for two travelers.

"The integration of the donation option into the booking process was seamless," Mr. Yee shared. "Knowing that part of my payment is going towards helping those in need certainly enhances my loyalty to the brand."

WTS Travel is among over 40 businesses taking part in the Change for Charity (CFC) initiative, allowing consumers to effortlessly donate small sums towards community support through their transactions. Launched in 2023, this initiative collaborates with various sectors, including shopping malls, restaurants, banks, and travel agencies.

Starting in July 2023, WTS Travel began making a dedicated contribution of $1 per traveler for each Malacca package sold, with the potential for expanding this feature to other offerings in the near future.

According to Mr. Jack Lim, managing director of the Community Chest, the contributions from compassionate customers like Mr. Yee will help fund over 200 vital social service programs, directly benefiting approximately 82,000 individuals and families facing hardship. These programs address issues like senior isolation, mental health support—including suicide prevention—and providing educational resources for children with special needs.

A Simple Solution for Giving Back

WTS Travel's decision to join the CFC initiative stemmed from a company-wide brainstorming session aimed at boosting their corporate social responsibility efforts and engaging customers in charitable actions.

"A pivotal moment came when a team member shared a personal story about the impact of small donations, which ignited our commitment to participate," explained Mr. Micker Sia, managing director of WTS Travel. "Implementing the CFC initiative was surprisingly easy, thanks to the close collaboration we had with the Community Chest team during the setup process."

WTS Travel benefitted from a grant from the Community Chest that alleviated the costs of initiating the donation feature. Additionally, for every dollar donated by customers, the government matches an additional $0.50, amplifying the impact of contributions made through the initiative.

Giving Through Rewards and Rounding Up Bills

In a different approach, UOB bank is making charitable donations simple for its customers through its UOB Rewards+ card. Cardholders earn UNI$ points, which they can either redeem for shopping vouchers or convert into donations to the Community Chest.

"As part of the CFC initiative, a conversion of UNI$1,500 translates to a $25 donation," stated Mr. Leonard Tan, UOB's head of Group Corporate Social Responsibility. "Moreover, UOB matches every dollar donated by cardholders, up to $5,000 annually for three years, with additional government matching."

UOB has seen a robust response from its customers since joining the CFC initiative in 2021, establishing a culture of charitable giving through small donations that collectively impact the community.

Creatively, food and beverage company Creative Eateries, which owns various dining brands including Siam Kitchen, offers customers the option to round up their bills at checkout, directing the spare change to the Community Chest. This initiative has been smoothly implemented alongside existing employee donation programs.

"Customers appreciate having easy opportunities to give back," shared Mrs. Bernadette Giam, director of Corporate Affairs at Creative Eateries. "It took only two weeks to set up this system with the help of our point-of-sale partner and the Community Chest team."

A Call to Action for Businesses

As more customers seek to make charitable contributions alongside their purchases, the Community Chest encourages further participation from businesses in the CFC initiative. Mr. Lim emphasizes that such collaborations not only enhance brand value but also inspire a collective spirit of giving among the community.

Want to join the movement and make a difference with your purchases? Discover how you can contribute to the Change for Charity initiative and support those in need.