SG Support Profile in Singapore

Singapore was the first SG Support expansion away from HQ, with operations beginning in March 2006.

250 Tanjong Pagar Road, St Andrews Centre, #10-01 Singapore 088541

Singapore has been no exception to the challenges brought on by COVID-19. Having historically relied on Face-to-Face acquisition channels, the cease of Face-to-Face donor recruitment in 2020 has meant that non-profits in Singapore needed to make active decisions in alternative fundraising methods.

Donor bases in Singapore are further challenged as alternative fundraising channels have not been previously actively explored, limiting the ability to fill in the fundraising gaps through other means. However, with a relatively low attrition rate, donor bases managed in Singapore remain stable throughout 2020.

In 2021, non-profits in Singapore would need to decide if they would look towards maintenance of their current donors, or look towards utilising alternative channels to push growth.



  • Further optimisation of retention practices put into place to ensure minimal donor churn.
  • Operational improvements to counter attrition from COVID-19, bringing non-profits' funds to a plateau cycle instead of a sharp slump in the absence of Face-to-Face fundraising in the market.
  • Building the foundation for exploring non-conventional ways of getting new donations.


  • Absence of alternative acquisition channels to cushion the impact of the removal of Face-to-Face fundraising.
  • Uncertainty of the times led non-profits in Singapore to be more reactive in their acquisition and retention practices, focusing on maintenance of the current base.
  • Risk of donor cancellations outweighed the potentials of exploring further donor optimisation.

Growth over the years

Active Base

Number of donors actively contributing gifts as of Year-End

Net Growth

Donor base growth from the Start of the Year to Year-End

Approval Rate by First Debit

Percentage of donors successfully transacted on their first debit

Percentage of donors successfully transacted on their second debit and onwards

2020 in Numbers


Donor Ratio

Percentage of Donors Cancelled over New Donors acquired

SGD 57

USD 43

Average Gift SGD / USD

Average monthly contribution (gift) per donor

32 months

Average Lifespan

Average number of months a donor will give to a cause they love

SGD 1,753

USD 1,322

Lifetime Value (LTV) SGD / USD

Estimated total contribution of a donor to their chosen cause



Moving into 2021, non-profits in Singapore would need to consider their long-term fundraising goals, focusing on what is required to support their operations in the short and long run, in order to move forward with a coherent approach.

Some items non-profits in Singapore might consider (not limited to), if looking at growth:

SG Support Offices

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Who is SG Support?

SG Support exists to make fundraising easy for charities by working in partnership to acquire new donors, retain existing ones and win back those who have left. We do this through our complete suite of services that range from providing data-driven strategies, consultancy and ensuring the smooth running of the operational aspects of payment processing, contact centre and financial reporting.

Since our establishment in 2002, we have grown to become the world’s largest fundraising agency working with 70 charities in more than 14 countries, managing over 3 million donors.