DON’T “HARD SELL” DONATIONS
The push for a “we first” society also raises questions about how charities and organisations encourage participation.
Mr Soh cautioned against overly aggressive fundraising tactics, which can backfire. Instead, he emphasised the importance of creating awareness first.
“It’s important to be able to recognise that it is a process,” he said. “We try not to be too in your face, too hard sell. You want to get immediate results, it can be a turn-off.”
By investing in relationships with a broader group of stakeholders, organisations create space for people to act when they are ready, he added.
“Making it obligatory does carry risk,” he said. “You don’t want compliance compared to compassion. I think it’s more important to have the heart in giving.”
He noted that some degree of nudging may be unavoidable, especially when introducing people to giving for the first time.
This often happens in settings such as schools, workplaces, community groups or religious organisations, he noted.
“But beyond that, hopefully a good experience, a meaningful experience, and being able to see the impact of your giving will be more important in shaping the heart and mind,” he said.
When that happens, giving becomes something that people want to do on their own, he said.
“The underlying motivation must be one of wanting to help. And I think that’s the way to go for longer term, sustained participation,” Mr Soh said.