Centred on the spirit of giving, Maybank’s Heart of Singapore (#HeartofSG) campaign seeks to unite everyone from different walks of life to empower the communities in need.

For every dollar members of the public donate or fundraise under the #HeartofSG campaign, Maybank will match it dollar-for-dollar up to S$180,000 for the five supported charities under the President’s Challenge Empowering for Life Fund (ELF).

The campaign aims to rally members of the public to do good, with donations collected going directly to funding skills upgrading, capacity building, and employment for vulnerable groups.

#HeartofSG is a partnership between Maybank and the National Volunteer And Philanthropy Centre (NVPC) and the National Council of Social Service (NCSS).

It is in line with Maybank’s mission to humanise financial services, shining a spotlight on those in need as they weather the onslaught of COVID-19.

Maybank is dedicating donations to ELF for its annual President’s Challenge because its programmes reach out to disadvantaged groups in the areas of skills upgrading, capacity building, and employment.

The President’s Challenge is an annual community outreach and fundraising campaign for charities selected every year by the President’s Office. It is a call to all Singaporeans in doing their part in building a more caring and inclusive society.

Initiated in 2000 by former President S R Nathan, the Challenge represents the coming together of people from all walks of life, to help the less fortunate. In 2012, under the leadership of former President Tony Tan Keng Yam, the Challenge was expanded to go beyond fundraising by including volunteerism and social entrepreneurship.

The supported groups under ELF for President’s Challenge 2020 are:

Movement for the Intellectually Disabled of Singapore (MINDS)

Every individual with special needs has innate talents and strengths to be nurtured.

By providing education, training, care, and sustainable job creation, MINDS empowers persons with special needs and their families, enabling them to pursue their aspirations.

For more info, click here.

Muscular Dystrophy Association Singapore (MDAS)

Muscular Dystrophy refers to a group of muscular disorders characterised by muscle weakness, wasting and contractures, which are usually progressive in nature and sometimes even life threatening.

These disorders result from inherited gene abnormalities.

MDAS‘ mission is to maximise the quality of life of people with Muscular Dystrophy and their families, to integrate them into society, and support research towards a cure.

For more info, click here.

Society for the Physically Disabled (SPD)

4,000 children were diagnosed with special developmental needs every year in 2015, and this number is likely to go up.

Additionally, approximately 3 per cent of the resident population has some form of disabilities, according to existing government data.

SPD aims to promote public understanding of disabilities, and break down social barriers among persons with and without disabilities.

For more info, click here.

WE CARE Community Services

Addiction is a progressive mental health disorder which increases in severity over time, unless treated.

WE CARE provides a safe, supportive and non-judgemental environment for individuals to stabilise and work on their recovery, and achieve full reintegration into the community with an addiction-free life.

For more info, click here.


Mental illness is an invisible disease, afflicting both the person suffering from the condition as well as their surrounding friends and family.

Conditions such as schizophrenia can significantly impair a person’s performance in major life activities such as learning, thinking, communicating, and sleeping, resulting in great disability.

Club HEAL hopes to promote a stigma-free society for healing and recovering, by inspiring hope, empowering lives, fostering acceptance, and spreading love.

For more info, click here.

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