Why good-washing threatens philanthropy and how we can protect its integrity, according to the leadership at NVPC and CFS

Philanthropy, a term derived from the Greek words “philos” (love) and “anthropos” (humanity), encapsulates the broad and noble concept of the love of humanity. Over time, however, the term evolved, particularly at the start of the modern century, often associated with the wealthy and seen as a means through which the affluent could contribute to societal welfare through monetary donations.

In recent years, however, there has been an increasing push to return the word to its original roots, motivated by a renewed mindset on how we can approach giving. Rather than being limited to a narrow scope, philanthropy should be treated as a diverse range of contributions, from treasure to time, talent, ties, and testimony.

This change in perspective reflects a shift towards a more inclusive understanding that everyone has something valuable to offer in promoting the common good and creating a more caring, inclusive, and compassionate society. In embracing this broader perspective, we can ensure that philanthropy remains a powerful force for positive change, fostering a society where the love of humanity continues to inspire action and drive progress.

The giving landscape

The landscape of philanthropy in Singapore is undergoing a similar transformation to that reflected in the global trend. Prime Minister Lawrence Wong, during his tenure as Finance Minister, emphasised Singapore's unique position as a major financial hub, which naturally extends its potential as a centre for philanthropic activity. He underscored that philanthropy should transcend mere financial contributions, including mentoring, providing access to resources, and nurturing a widespread culture of giving.

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Reflecting this evolving ethos, the National Volunteer and Philanthropy Centre (NVPC) and the Community Foundation of Singapore (CFS) are intensifying their efforts to redefine and expand the pathways in which Singaporeans can participate in everyday philanthropy. Their approach aims to build a holistic philanthropic culture in which every individual, no matter their capabilities, can contribute meaningfully and effectively to those who need it.

In addition to promoting a robust giving culture, there is also the need to ensure that the different philanthropic efforts are genuinely strategic and impactful rather than mere “good-washing”. This trend, where businesses promote philanthropic activities primarily to attract socially conscious consumers without substantive follow-through, poses a risk to the authenticity and effectiveness of charitable initiatives.

To safeguard philanthropy’s integrity, mechanisms and standards must be developed that promote transparency, accountability, and genuine commitment to societal betterment. This will steer clear of superficial contributions and foster a culture of true philanthropy.

A more strategic and holistic giving

As the national agency promoting a culture of giving, NVPC adopts a broader approach to giving by engaging a wide pool of stakeholders. Through engaging different segments of society, NVPC strives to democratise giving via its proprietary platform, giving.sg.

By lowering barriers for charities and individuals to fundraise and volunteer, giving.sg hopes to make philanthropic activities more accessible to everyone, providing a stepping stone for those wishing to take the first step in their philanthropy journey in Singapore.

For those who are further along their giving journey, NVPC has also institutionalised recognition systems like the Company of Good (COG), which encourages purpose-driven businesses to provide a positive impact holistically across the economic, environmental, people, society, and governance facets.

The President's Volunteerism & Philanthropy Awards (PVPA), which annually recognises outstanding contributions in the field of giving, aims to celebrate those at the pinnacle of their giving journey. Moreover, partnerships like the one with the Centre for Non-Profit Leadership (CNPL) and initiatives like Colabs, spearheaded by NVPC and the Community Foundation of Singapore (CFS), facilitate collaborations across various sectors to address complex social challenges. These initiatives are crucial in fostering a robust ecosystem where giving is part of everyday life.

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As the nation’s oldest and leading community foundation, CFS adds to the philanthropic approach in Singapore by providing a tailored philanthropic service, bringing together donors and charities to curate impactful programmes and support. The foundation emphasises a strategic perspective on philanthropy that leverages data and insights to identify unmet needs and improve grant-making outcomes.

It also promotes innovation in philanthropic practices and offers tailored philanthropy advisory through its Centre for Applied Philanthropy (CAP), which guides donors in strategic giving. Furthermore, the foundation engages donors in contributing to support beyond the conventional perspective, such as funding a charity’s manpower needs.

This shift towards more strategic and sustainable giving is vital for building communal solidarity and strengthening the social compact. Whether through collective contributions—one million people each giving $1 — or significant individual donations — one person donating $1 million — NVPC and CFS are building towards a robust philanthropic ecosystem and redefining philanthropy.

This holistic mindset transforms society by involving everyone in philanthropy, creating a widespread sense of ownership and commitment to the public good. Ultimately, this communal approach to giving not only addresses immediate needs but also fosters a deep, collective responsibility to nurture a caring, inclusive, and compassionate society.

Philanthropy: The future

As society evolves, so do its needs. The broadening definition of philanthropy, as championed by NVPC and CFS, signals an encouraging return to the root of the word. The giving landscape will continue to adapt to macro-societal trends, where adopting a strategic and holistic approach is crucial for fostering lasting and meaningful impact.

By aligning philanthropic efforts with society's needs, we ensure that our contributions continue to make a purposeful impact, meeting needs beyond monetary contributions. This methodical integration of philanthropy enhances societal cohesion, engages stakeholders, and builds stronger resilience, allowing everyone to be key players in the drive towards a better-shared future together.