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COMMUNICATIONS TOOLKIT
Thanks for being a part of #GivingTuesdaySG!
#GivingTuesdaySG inspires personal philanthropy and encourages bigger, better and smarter charitable
giving during the holiday season, showing that the world truly gives as good as it gets. The first
#GivingTuesdaySG will take place on December 3, 2013.
Where did the idea come from? The retail industry has long benefited from seasonal shopping that
symbolically kicks off with Black Friday a day that has since inspired Small Business Saturday and
Cyber Monday. The global #GivingTuesday, then, serves as a celebratory, fully connected day to kick
off the giving season, when many make their holiday and end-of-year charitable gifts. #GivingTuesday
was launched in the USA in 2012 and in 2013 it goes local. In Singapore, the tag is #GivingTuesdaySG.
#GivingTuesdaySG brings together diverse networks of people, large corporations, small businesses and
nonprofits across an ever-expanding range of new media platforms to encourage and amplify small acts
of kindness in the service of changing our world for the better.
#GivingTuesdaySG (and the global #GivingTuesday) is not a new giving platform, but a call to action to
celebrate giving and encourage more, better and smarter giving during the Holiday Season. Its an
organizing principle to encourage the creativity and energy of people all over the world to work together
for good.
The success of #GivingTuesdaySG depends on the collective efforts of a unique group of partners and
their participation. You are the most important part of making this movement a reality. We have put
together this toolkit for you in order to provide you with all the resources you may need in order to help
make this the biggest season of giving yet!
In this toolkit, you will find:
#Giving TuesdaySG Mega Messages
#GivingTuesdaySG Fact Sheet
A list of #GivingTuesday (USA) Founding partners from 2012
#GivingTuesdaySG FAQ
Social media guide with sample tweets and Facebook status updates from the US campaign
Sample outreach email
Partner questionnaire
Sample #GivingTuesdaySG action plan ideas
Communications timeline
Press Release Template
We hope these materials will help you and your voice embrace #GivingTuesdaySG in a way that is most
meaningful to your organization. Together, we are a powerful community.




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Mega Messages
For local audiences:

#GivingTuesdaySG proves that the holidays can be about both giving and giving back. It
celebrates how Singaporeans can do more with their wallets than just shop and that
we Singaporeans can give as good as we get.

#GivingTuesdaySG is a special call to action and creates a national day of giving around
the annual shopping and spending season to inspire giving every day.

#GivingTuesdaySG celebrates giving and by continuing a conversation about ways to
give more, give smarter, and put personal philanthropy back into the giving season.

#GivingTuesdaySG is an opening day to the giving season.

Global Audiences:

#GivingTuesday unifies charities, corporations, small business, and individuals from
across the globe to show that the world gives as good as it gets.

You dont have to be a world leader or a billionaire to give back. #GivingTuesday is the
perfect day to do so.

#GivingTuesday is the perfect time for the world to come together and show how
powerful humanity can be when we unite to give on one day.









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Fact Sheet 2012 based on #GivingTuesday (USA)

GivingTuesday 2012 highlights
GivingTuesday was a new national day of giving added to the calendar on November 27,
2012, the Tuesday following Thanksgiving, Black Friday and Cyber Monday.
Families and individuals were encouraged to be generous in whatever ways mattered to
them, whether that meant volunteering at a local charity or donating to a favorite cause.
Over 2,500 charities, volunteer organizations, corporations and foundations came together
in all 50 U.S. states with one common purpose to help others and incentivize ways to give
more, give smarter, and celebrate the great American spirit of contribution.

How did it happen?
New Yorks 92nd Street Y was the catalyst and incubator for GivingTuesday, with the United
Nations Foundation providing their strategic and communications expertise.
A team of advisors, including Adam Hirsch (Edelman), Rob Reich (Stanford), Sharon Feder
(Mashable advisor) and Mathew Bishop (The Economist) played a critical role in shaping
GivingTuesdays strategy.
Facebook, Groupon, the Case Foundation, Variety, the William Morris Agency and
Mashable brought together leaders in the social good world for a series of influencer
meetings nationwide.

Who took part?
Corporate partners include Unilever, JPMorgan Chase, Microsoft, JCPenney, Gap, Inc.,
Discover, SONY, Mashable, Groupon, Darden Restaurants, Simon Malls, Cisco, and Clear
Channel.
Nonprofit partners include the Salvation Army, (RED), DonorsChoose.org, charity: water,
Iraq and Afghanistan Veterans of America, Kiva, the United Way, and DoSomething.org.
The Committee Encouraging Corporate Philanthropy, InterAction, Dorothy A. Johnson
Center on Philanthropy, Lodestar Center, Giving USA Foundation and other prominent
academic and membership organizations in the philanthropic community have endorsed
GivingTuesday. Charity Navigator, GuideStar, GiveWell and VolunteerMatch serve as
charity and volunteer advisors.

What was achieved?
The collective efforts of partners, donors and advocates helped fuel a marked increase in
charitable giving on GivingTuesday. Blackbaud processed over $10 million in online
donations on Nov. 27 a 53% increase when compared to the Tuesday after Thanksgiving
the previous year. DonorPerfect recorded a 46% increase in online donations and the
average gift increased 25%.
Paypal mobile donations soared 487% higher than the previous year's number. The total
value of those donations increased 228%.


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The movement garnered 2.5 million social media impressions. On Nov. 27, 2012, the
#GivingTuesday hashtag was mentioned 185,000 times, resulting in national and
international trending.
Bill Gates, the White House, the Clinton Foundation and numerous socially-conscious
celebrities publically supported GivingTuesday on their blogs and social media channels.
Over 800 press hits (59 million impressions) including NPR, CBS Evening News, ABC News,
USA Today, the Huffington Post, Forbes, Mashable, the Washington Post and the Los
Angeles Times.
U.S. Mayors of Chicago, Philadelphia and New York formally endorsed GivingTuesday.






















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Founding Partners (USA) 2012

92nd Street Y
(RED)
American Red Cross
Benevolent
Blackbaud
Bob Woodruff Foundation
Bridgespan
Care2
Causes
Charity Miles
charity: water
City of Hope
Clear Channel Outdoor
Conservation International
Crowdrise
Darden Restaurants
Discover
DoGoodBuyUs
DonorsChoose
DoSomething.org
Financial Times
Games for Change
GlobalGiving
Groupon
IAVA
JPMorgan Chase
JCPenney
Kiva
Mashable
Microsoft
Pencils of Promise
Plant a Fish
Posterscope
PSI
Samasource
Skype
Sony
The Case Foundation
The Huffington Post
The Salvation Army
United Nations Foundation
Unilever
United Way
VENTURE3Philanthropy

Charity & Volunteer Advisors
Charity Navigator
GiveWell
GuideStar
VolunteerMatch

Endorsers
Committee Encouraging Corporate
Philanthropy
Dorothy A. Johnson Center on Philanthropy
Giving Institute
Giving USA Foundation
InterAction
Lodestar Center for Philanthropy and
Nonprofit Innovation




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Frequently Asked Questions

How can #GivingTuesdaySG benefit my organization?
The strength of a global movement and unified message that upholds and supports many
individual brands efforts will increase exposure to your new or already in place giving
strategy.
A plug-and-play opportunity, using social media and innovative marketing, makes it a
simple solution to draw attention, support and funds to your cause.
The benefits of helping the giving community come together under a common theme and
set of messages. Just as the retail world has benefitted from coordinating national shopping
days across many brands and platforms, #GivingTuesdaySG wants to do the same thing for
giving.

What can my organization do to be involved in #GivingTuesdaySG?
Interested in participating? Its easy! Here are some ideas:
Launch a special campaign to support your favorite cause.
Partner with major philanthropic media channels and aggregators.
Match your employees donations on that day.
Create a dynamic online giving initiative for #GivingTuesdaySG.
Commit a portion of proceeds on #GivingTuesdaySG to your favorite cause.
Create a volunteering initiative.
Offer your community the chance to add a donation to their purchase on
#GivingTuesdaySG.
Announce a major donation or new initiative.
Partner with shops to donate a portion of sales to a charity on #GivingTuesdaySG.
Organize a local toy drive, consignment sale or holiday goods sale to raise money and goods
for charity.
Organize a holiday bake sale or pre-order for baked goods on #GivingTuesdaySG which will
be ready for the holiday.
Help us spread the message!
We have launched local Facebook, Twitter (@GivingTuesSG) and Instagram feeds for
#GivingTuesdaySG. Please like us and help drive awareness.
Announce your participation in #GivingTuesdaySG to your networks and email lists.
Please use BOTH #GivingTuesdaySG and #GivingTuesday in spreading awareness.




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Social Media Guide
Social media is key to making sure that the #GivingTuesdaySG message grows and helps people
engage in meaningful ways with the core idea. Its also one of the best ways to celebrate giving
with easy access to information, tools to share whats working, and public inspiration to give
more, better and smarter. We created a basic introduction to social media and will have
additional social media resources for partners. We also crafted the following messages for you
to use. Feel free to copy, paste or create your own!
In addition, do you have a great quote from one of your community members or leaders? Let us
know and well turn it into a #GivingTuesdaySG Facebook graphic.
Example from the US campaign:

Remember to connect with us on Twitter @GivingTuesSG and use the hashtags #GivingTuesday
and #GivingTuesdaySG so its easy for us to retweet you. Were also on Facebook; and the US
team is on Facebook, Twitter, YouTube, Tumblr and Pinterest.
Sample language and ideas:
Twitter
Perfect antidote to overspending this holiday season? #GivingTuesdaySG
#GivingTuesday coming Dec 3! Givingtuesday.sg @ GivingTuesSG
Ever thought u should "give back" a little more? What are u waiting for?
#GivingTuesdaySG #GivingTuesday GivingTuesday.sg @ GivingTuesSG
Tired of online Xmas shopping? We have a better idea: #GivingTuesdaySG
#GivingTuesday How will u get involved? Givingtuesday.sg
#Follow @GivingTuesSG to learn about a different Tuesday in December!
Givingtuesday.sg


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#GivingTuesday #GivingTuesdaySG give more, give better, give smarter. Join us and
@GivingTuesSG at givingtuesday.sg
#GivingTuesday unifies orgs, biz & individuals from across the globe to show the world
gives as good as it gets. givingtuesday.sg
You dont have to be a world leader or billionaire to give back! Anyone can participate in
#GivingTuesday #GivingTuesdaySG givingtuesday.sg
#GivingTuesday is a time for the world to come together & show how powerful
humanity can be when we unite to give on one day.
Take part in #GivingTuesdaySG on Dec 3 to give back to your community!
givingtuesday.sg
Facebook
Create a poll and ask your fans how they prefer to give: by donating money, sharing
information with their followers, organizing their community, giving their time etc.
We make a living by what we get. We make a life by what we give. Winston Churchill
via @GivingTuesdaySG
The value of a man resides in what he gives and not in what he is capable of receiving.
Albert Einstein via @ GivingTuesdaySG
How do you give back to your communities? Share in the comments. Then join us for @
GivingTuesdaySG on December 3 to be part of givings opening day! givingtuesday.sg
@ GivingTuesdaySG invites you to join a movement to celebrate giving and encourage
more, better and smarter giving during the Holiday Season. How will you give back?
givingtuesday.sg.
Youve heard of Black Friday and Cyber Monday? Well heres a new day in the Holiday
Season a day to give back! @GivingTuesdaySG givingtuesday.sg

Pinterest
Create a board of ways to give back that highlights your business or organizations
specialty
Create a multi-media board with video, audio, images and articles that highlight how
your organization has given back over the years
Share our #GivingTuesday and #GivingTuesdaySG inspirational quotes pin board and add
your own. US example: http://pinterest.com/givingtuesday/giving-quotes/

Thunderclap


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Thunderclap is a crowd-speaking platform that helps people be heard by saying something
together. Thunderclap will send out a timed Facebook Post or Tweet from all of our supporters,
creating a wave of attention.
The US team usually has several thunderclaps planned in order to create momentum around
key marks in the #GivingTuesday movement. Last year, Thunderclaps for #GivingTuesday
reached hundreds of thousands of people, as this opportunity comes along we will notify you
and ask you to sign up and spread the word. For more information, please visit the
Thunderclap site https://www.thunderclap.it/about.

Sample Outreach Email
The following email offers ideas and language you can use as part of your outreach for
#GivingTuesdaySG. Feel free to copy, paste or adjust as you see fit for your organization as you
communicate about your involvement with #GivingTuesdaySG.

GIVING TUESDAYSG: WHEN SINGAPORE AND THE WORLD GIVES AS GOOD AS IT GETS
Dear __________,
This year, on Tuesday, December 3, 2013, we are part of a call to action that will change the calendar
and help make history. We are celebrating a day dedicated to giving -- when charities, families,
businesses, community centers, students, retailers and more will all come together for
#GivingTuesdaySG in Singapore and #GivingTuesday globally movements to celebrate giving and
encourage more, better and smarter giving during the Holiday Season that we are proud to be part of.
#GivingTuesdaySG will create a day of giving around the annual shopping and spending season --givings
opening day. Leading up to December 3, the #GivingTuesdaySG campaign will provide a platform for
you to contribute to your community and the world to help make this season the biggest giving season
yet!
We invite you to be part of this celebration. #GivingTuesdaySG will show how the world can do much
more with our wallets than just consume. Heres what you can do to help make this initiative a success:

1. Have a great idea on how to give back on #GivingTuesdaySG? Follow us on twitter
@GivingTuesSG, use the #GivingTuesdaySG and #GivingTuesday Hashtags. Like us on Facebook,
then tell us your idea!
2. Go to our website and register to become a Social Media Ambassador at
http://givingtuesday.sg. Social Media Ambassadors are essential to helping to grow the
movement. You can become a Social Media Ambassador when you join our online social
community and commit to helping grow the movement by sharing content or by submitting
content.


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3. Help us promote! Here is some sample language for you:
Perfect antidote to overspending on #BlackFriday? #GivingTuesday #GivingTuesdaySG
coming on Dec. 3! http://GivingTuesday.sg @GivingTuesSG
Have u told ur network about #GivingTuesdaySG? Its Dec 3, get your friends to sign up at
http://GivingTuesday.sg
#GivingTuesdaySG is coming Dec 3 - Save the Date - Want to join? Let us know!
http://GivingTuesday.sg


#GivingTuesdaySG Blog Partner Questionnaire Form

In order to help us to better understand what your plans are for #GivingTuesdaySG and to make sure we
can best communicate how you are part of this movement, please help us by filling in this questionnaire.
Please fill out to your best ability and email debbieng@nvpc.org.sg with your answers. We will also use
this data to create blog posts for the #GivingTuesdaySG website to promote your efforts.
Got other ideas for the #GivingTuesdaySG blog? Please send your thoughts to Debbie Ng at
debbieng@nvpc.org.sg. Wed love to include your content!
1. Why did [your organization] decide to become a #GivingTuesdaySG partner?




2. What is [your organization] planning for #GivingTuesdaySG?




3. What are you doing to get your [customers/fans/members] involved in this initiative?


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Sample Action Plan Ideas
Organization 1 mid-size company
Organize an employee volunteer day at a local non-profit
Partner with a local organization to give a donation (money, goods or services)
Will hold an office bake sale. Employees will bring in baked goods and profits go towards the
organizations seasonal charity appeal. The organization is matching profits raised.
Organization 2 large national chain
Promote the organizations involvement in #GivingTuesdaySG and #GivingTuesday via social
media
Leverage #GivingTuesdaySG to publicize how franchises in the chain give back to their local
communities year round and publicize specific efforts set for December 3, 2013
Celebrate all these efforts on #GivingTuesdaySG and #GivingTuesday and announce update
giving totals from all franchises
Organization 3 regional philanthropy
Convene local public, private and charitable organizations and begin a conversation to raise
awareness and advance the goals of #GivingTuesdaySG
Host a roundtable discussion during an annual conference to make sure attendees know about
#GivingTuesdaySG and how they can get involved
Organization 4 multinational
Launch a new fundraiser/giving platform with national and international press and leverage
#GivingTuesdaySG to expand and generate greater funds for chosen recipient charity
Match funds raised
Celebrate efforts and announce totals on #GivingTuesdaySG
Organization 5 charity
Send online and direct marketing communications to donor community around
#GivingTuesdaySG to inspire early giving, before year-end tax deduction rush
Activate your social media constituency (or start one) for a social media campaign
Get a matching grant or offer something new (i.e. new video, photos) for donors
Promote!
Finally, no matter what you do, we are here to help you promote! Send us sample tweets, host a twitter
chat, a google+ hangout, contribute to our blog, whatever you choose, we will make sure to amplify
your initiative as much as possible.


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Communications Timeline
September 2013

Joint briefing / Google hangout with all partners and social media ambassadors
1
st
press release
Spokesperson training materials and FAQs provided to all partners
GivingTuesday.sg website goes live

October 2013

Social media workshop for partners
Press conference
Partners to announce their own #GivingTuesday campaigns

November 2013

Social marketing starts in earnest.
Media advisory more social media ambassadors
Media advisory more partners

December 2013

Launch of #GivingTuesday advisory
Media advisory positive impact












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Sample Press Release
Contact:
[CONTACT NAME, CONTACT ORGANIZATION, PHONE, EMAIL]
[INSERT ORGANIZATION NAME] Joins the National #GivingTuesdaySG Movement To Encourage
Spending With A Purpose
Pledges to [INSERT CAMPAIGN DETAILS]
[INSERT LOCATION] [INSERT DATELINE] [INSERT PARTNER NAME] has joined #GivingTuesdaySG, a
first of its kind effort in Singapore that will harness the collective power of a unique blend of partners
charities, families, businesses and individualsto transform how people think about, talk about and
participate in the giving season. #GivingTuesday was officially launched in the USA last year as a new
national day of giving. This year, the campaign has gone global. In addition to Singapore, #GivingTuesday
is taking place in the USA, Canada and Australia, among other countries.
#GivingTuesdaySG will inspire people to take collaborative action to improve their local communities,
give back in better, smarter ways to the charities and causes they support and help create a better
world. Taking place December 3, 2013 the Tuesday after Black Friday and Cyber Monday
#GivingTuesdaySG will harness the power of social media to create a national moment around the
holidays dedicated to giving, similar to how Black Friday and Cyber Monday have become days that are,
today, synonymous with holiday shopping.
[INSERT WHY PARTNER JOINED #GIVINGTUESDAYSG AND DETAILS OF PARTNER #GIVINGTUESDAYSG
INITIATIVE]
[INSERT QUOTE FROM PARTNER ORG. SPOKESPERSON]
#GivingTuesday was founded in the USA by the 92nd Street Y and the UN Foundation. Seeing an
opportunity to channel the generous spirit of the holiday season to inspire action around charitable
giving, a group of friends and partners, led by the 92nd Street Y, came together to find ways to promote
and celebrate the great American tradition of giving. Thought leaders in philanthropy, social media and
grassroots organizing joined with 92nd Street Y to explore what is working in modern philanthropy and
how to expand these innovations throughout the philanthropic sector. The concept gained steam, and
by bringing together a group of founding partnersincluding the United Nations Foundation,
DonorsChoose.org, Mashable, Blackbaud, charity: water, GlobalGiving, Iraq and Afghanistan Veterans of


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America (IAVA), Kiva, Darden Restaurant Group, Groupon, Unilever and VentureThree Capitala
nationwide series of discussions about how to make #GivingTuesday a success is already underway. Each
week, new organizations have joined the movement and are providing creative ways people can
embrace #GivingTuesday and collaborate in their giving efforts to create more meaningful results.
In Singapore, #GivingTuesday has been initiated by the National Volunteer & Philanthropy Centre
(NVPC) with support from the 92
nd
Street Y and the UN Foundation. NVPC is Singapores leading
connector of volunteers and donors with appropriate charities and non-profit organizations. It is also the
lead capacity builder for the sector, providing leadership programmes, skills training, and grants for
nonprofits, and a major thought leader, producing landmark studies and research into giving in
Singapore.
Currently, more than 30 corporate and nonprofit organizations have committed to participate in the
initiative. Founding Partners include [INSERT NAMES]. Other corporate partners of #GivingTuesdaySG
include [INSERT NAMES]. #GivingTuesdaySG is also fortunate to have strong support from many
influential personalities who have agreed to be Social Media Ambassadors. These include Hossan Leong,
Dr Leslie Tay, Tommy Wee, Irene Ang, Janice Koh, Anita Kapoor and more.
#GivingTuesday is a counter narrative to Black Friday and Cyber Monday because it reminds us that the
spirit of the holiday giving season should be about community and not just consumerism, Laurence
Lien, CEO of NVPC. The most meaningful gift we can give our children, loved ones, friends and
neighbors is the commitment to work together to help build a better world.
Those who are interested in joining [INSERT ORGANIZATION NAME]s #GivingTuesdaySG initiative can
visit [INSERT SPECIFIC #GIVINGTUESDAY LANDING PAGE ADDRESS IF AVAILABLE]. For more details
about the #GivingTuesdaySG movement, visit the #GivingTuesdaySG website (givingtuesday.sg),
Facebook page (https://www.facebook.com/GivingTuesdaySG) or follow #GivingTuesdaySG and
#GivingTuesday (global), and the #GivingTuesdaySG hashtag on Twitter
(https://twitter.com/givingtuessg).
About [INSERT ORGANIZATION NAME]
[INSERT ORGANIZATION BOILER PLATE]
About #GivingTuesdaySG


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#GivingTuesdaySG is part of a global movement to celebrate and provide incentives to give. It will culminate with a
global day of giving on December 3, 2013. This effort harnesses the collective power of a unique blend of
partners charities, families, businesses and individualsto transform how people think about, talk about and
participate in the giving season. #GivingTuesdaySG will inspire people in Singapore to take collaborative action to
improve their local communities, give back in better, smarter ways to the charities and causes they celebrate and
help create a better world. #GivingTuesdaySG and #GivingTueday (global) will harness the power of social media to
create a global moment that is dedicated to giving around the world.

A team of recognized experts and influencers in the USA, initially convened by leaders of 92nd Street Y and
supported by a core group of founding partners, originally spearheaded this effort. Founding partners in 2012
included United Nations Foundation, DonorsChoose.org, Mashable, Blackbaud, charity: water, GlobalGiving, Iraq
and Afghanistan Veterans of America (IAVA), Kiva, Darden Restaurant Group, Groupon, Unilever and VentureThree
Capital. Leaders in philanthropy, social media, innovative giving, grassroots organizing, marketing and
communications are providing counsel and resources to help build this movement.
In Singapore, #GivingTuesday has been initiated by the National Volunteer & Philanthropy Centre (NVPC) with
support from the 92nd Street Y and the UN Foundation. NVPC is Singapores leading connector of volunteers and
donors with appropriate charities and non-profit organizations. It is also the lead capacity builder for the sector,
providing leadership programmes, skills training, and grants for nonprofits, and a major thought leader, producing
landmark studies and research into giving in Singapore.
To learn more about #GivingTuesdaySG participants and activities or to join the celebration of giving, please visit:
Website: givingtuesday.sg
Facebook: www.facebook.com/GivingTuesdaySG
Twitter: https://twitter.com/givingtuessg





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Questions or concerns?

Get in touch with one of these members of the #GivingTuesdaySG
team:

Aun - aunkoh@nvpc.org.sg
Patsian patsianlow@nvpc.org.sg
Thomas thomastan@nvpc.org.sg
Debbie debbieng@nvpc.org.sg
Clara clarateo@nvpc.org.sg