Singapore’s Social Enterprise Sparks Debate Over Prize‑Powered Charity Fundraising
By Cara Wong • Published September 1, 2018
What’s the buzz?
When The Given Company (TGC) launched its donation‑draw system last month, it promised donors a chance to win big—think shiny Mercedes‑Benz cars or private apartments—by simply supporting a few local charities. The idea is as slick as it is controversial.
TGC’s “Lucky Draw” Blueprint
- Donors can purchase a TGC t‑shirt for $20 on the website, earning them an entry ticket into the draw.
- Grand prizes include a Mercedes‑Benz CLA 180 Coupe (valued at roughly $160,888) and cash awards ranging from $8 up to $10,000.
- The total value of all prizes tops out at about $180,000.
- Future draws will see TGC taking a commission of 5–10% from each donation to fund prizes and operations.
Regulatory Spotlight
Shortly after its launch on August 29, the Commissioner of Charities (COC) issued a formal statement. The COC highlighted that fundraisers must have a written partnership agreement with the involved charities before soliciting funds—something that TGC claims they already possessed. However, the COC emphasized that it has not endorsed TGC’s model, urging donors to exercise caution.
From the Front:
Co‑founder Charles Tan (33) and his wife, Cao Xin‑Xin (33), both former investment bankers, insist they’re operating within the law. They maintain that TGC has a written contract with the four charities featured on its platform: SPCA Singapore, Alzheimer’s Disease Association, Life Community Services Society, and The Rice Company Limited.
In a press interview, Tan explained: “We think our model is novel for Singapore. It may take a while to become mainstream, but we’re fully compliant and aim for a win‑win—donors get prizes, charities get cash.”
Industry Reactions
Not everyone’s cheering. The National Volunteer and Philanthropy Centre warned that glamorous prizes might lure donors out of genuine altruism. Jeffrey Tan of the centre said, “While big prizes can spur a short‑lived influx, they don’t change the underlying mindset of generosity.”
Similarly, Alfred Tan of Singapore Children’s Society noted the pitfalls. “People already distrust the notion of using prizes to grind money. They’re skeptical when a charity says ‘give for the prize.’”
Going Ahead
SEPCAs deputy executive director, Selina Sebastian, weighed in: “Traditionally, donors give from the heart. But incentivised giving can welcome a fresh audience who might otherwise never consider donating.”
The Rice Company’s director, Tan Tee‑Tong, added that TGC’s platform could raise awareness for smaller NGOs. “We’ll keep receiving guidance from the COC and strictly comply with its recommendations.”
Bottom Line
With government eyes on the ball and charity leaders debating the ethics, Singapore’s new pros‑gamified fundraising model is still a frontier. Will it convert casual shoppers into repeat donors—or will the promise of a car and a penthouse backfire?
As the debate unfolds, it’s clear that the lines between philanthropy and marketing are becoming increasingly blurry—and that’s a conversation investors, donors, and policymakers all need to tackle head on.
