Endowus Gives Back SG60 Special: Invest In Our Home

Investing goes beyond personal wealth with a CSR fundraiser.

Endowus Gives Back 2025 campaign artwork: Invest in our home, featuring charity donation cards — “Invest in our home” campaign artwork for Endowus Gives Back 2025.

Overview

Endowus Gives Back brings clients, partners, and the public together to support charities in Singapore. Its 5th edition marked SG60 and ran from August 2025 to January 2026, raising funds for 15 homegrown charities across causes including education, healthcare, social services, and the arts.

The Challenge

The campaign needed a fresh approach while keeping the familiar charity cards that made Endowus Gives Back recognisable.

Previous editions used physical Giving Machines. To reduce rental costs and keep more funds available for charity, the team moved to other channels. The challenge was to make donating just as clear and accessible.

Mothership’s coverage of the 2021 Giving Machines campaign.

The Solution

My role combined creative development and campaign delivery across 25+ stakeholders, and I:

Helped brainstorm the big idea behind “Invest in our home”.
Wrote and adapted campaign copy across multiple digital and offline channels.
Coordinated timelines and deliverables with government bodies, charities, sponsors, and vendors.
Gathered charity images, logos, and descriptions, and tracked feedback and approvals.
Managed creative briefs, vendor specifications, and submission deadlines.

Working with partners such as Community Chest and the National Volunteer and Philanthropy Centre helped extend the campaign’s reach, while dollar-for-dollar matching through the SG Gives Matching Grant increased the impact of eligible donations.

Behind the campaign

A marketing plan kept the rollout schedule and deadlines in view, while a separate beneficiary tracker recorded feedback and approvals for charity images and copy.

Marketing rollout plan and beneficiary approval trackers.

Adapting the message

I wrote and adapted campaign copy across 7 channels: eDMs, OOH ads, the landing page, in-app banners, push notifications, LinkedIn, and Instagram. Each format carried a consistent giving message, with charity cards showing what a donation could support.

Campaign landing page design for Endowus Gives Back.

Making the appeal personal

To make the appeal more personal, the eDMs connected each client’s trailer fee rebate with an opportunity to give. Using Excel pivot tables, I identified eligible clients within a dataset of 300,000+ and extracted their rebate amounts.

I then used these amounts to create personalised eDMs in Braze, showing each client their cashback and inviting them to donate a portion. A separate campaign email reached clients outside the rebate segment.

Personalised rebate email. The S$30 shown is the amount in the supplied sample.

Campaign email for the broader client audience.

Reaching clients through the Endowus app

Push notifications alerted existing clients to the campaign, while an in-app banner kept the invitation visible when they opened the Endowus app.

Phone notification encouraging a donation to Endowus Gives Back for SG60 — Campaign push notification.

Endowus app home screen with the Invest in our home campaign banner — In-app campaign banner.

Beyond digital channels

The campaign also appeared at selected MRT stations, bus stops, Golden Village cinemas, and shopping malls. I coordinated creative briefs and vendor specifications, checking that each ad met the required format and was ready by its submission deadline.

Endowus Gives Back campaign display beside the fare gates at Marine Parade MRT — Campaign display at Marine Parade MRT.

Endowus Gives Back campaign screens at Outram Park MRT — Campaign screens at Outram Park MRT.

Endowus Gives Back digital ad beside the entrance gates at Marine Parade MRT — Digital campaign ad at Marine Parade MRT.

Endowus Gives Back campaign ads on overhead screens at Outram Park MRT — Digital campaign ads at Outram Park MRT.

Supporting the launch

At the campaign launch, I supported registration and on-site enquiries for 150+ attendees, including charity representatives, sponsors, and partners.

Before guests arrived, I helped set up registration counters, banners, signage, and event gifts. During registration, I checked attendees against registration lists and distributed name tags and gifts. I also helped with post-event teardown.

Guests gathered at the Endowus Gives Back launch event — The campaign launch brought together charity partners, sponsors, and the Endowus team.

The Result

S$350,000+

Raised for charity over 6 months — a record for the campaign.

The campaign brought familiar charity cards to new channels and used personalised appeals to encourage clients to give. Contributions from donors and partners, alongside dollar-for-dollar government matching for eligible donations, helped achieve this result.