Covid-19 has accelerated digitalisation for organisations around the world. For charities in Singapore, fundraising that used to be conducted traditionally through physical events has been shifted to the online platform in compliance with safety guidelines. As charities flock to the virtual space to raise funds, the ability to tell one’s charity and campaign story to raise funds online effectively will be a key differentiator.
On 30 March 2021, Ray of Hope (ROH) and SUSS signed an agreement to exchange data and expertise in marketing and data analytics. The collaboration aims to build and develop Singapore-centric research on crowdfunding and fundraising online; design and deliver educational programmes to help non-profit organisations sharpen their strategies in fundraising and stakeholder engagement; launch case studies related to marketing and analytics for non-profits in Asia. Through this collaboration, ROH will provide the data and contextual insights for research while SUSS lends its research capabilities from an interdisciplinary faculty team to advance knowledge and practice in fundraising for social causes jointly.
Associate Professor Lim Lee Ching, Dean of S R Nathan School of Human Development, SUSS, said: "There is a dearth of information and knowledge about online fundraising and donor behaviour in Singapore. With tangible data and insights, this collaboration will build a body of knowledge about online fundraising here. Through this collaboration, we further strengthen our commitment as the university for social good."
Ray of Hope social worker Ms Eileen Tan (right) conducting a home visit. (Photo was taken before Covid-19)
Among the digital fundraising platforms in Singapore, ROH is one of the four nationwide that complies with the regulator's standards. ROH is also the only one with dedicated case managers to review that the funds raised commensurate with the needs of beneficiaries.
"We're very excited to have SUSS as our research partner. We want to empower the social sector with crowdfunding best practices so that non-profits can adapt to the ever-changing fundraising landscape," added Mr Tan En, General Manager of ROH.