She Uses Her Corporate Skills To Power Her Vision For A World Of Good
It’s never too late for a mid-career switch as Lilian Chung, National Director for World Vision Singapore proves
Five years ago, Lilian Chung took a path less travelled when she gave up a corporate career and took on the challenge to serve as National Director for World Vision Singapore (WVS).
A globally recognized non-profit brand, World Vision is perhaps best known for pioneering the sponsorship model, recruiting donors to support the world’s poorest children and their families through monthly donations. In Singapore, that’s $45 a month for every child.
As country head for the World Vision brand in Singapore, Chung is tasked with growing its budget primarily through corporate grants and personal donations, and directing aid where its most needed, which means outside of Singapore and even going farther than the regional lines. In 2021, WVS reached over 1.6 million people, almost half of which are children in 19 countries across Asia, Africa, and the Middle East through development work in health and nutrition, clean water and sanitation, education, economic livelihood, child protection, and more.
Fulfilling as it may be, does she not miss being on the other side of the negotiating table? That is, working in the profit sector where she would be in a position to direct grants to non-profits, versus being on the side of asking for a hand-out?
“I remember reading this book titled Half Time by Bob Buford. It helped shape and put my life journey in perspective,” recalls Chung. “The author went through what many of us term as ‘mid-life crisis’ which often refer to a time of soul searching at different seasons of one’s life. In the book, he shared that the first half of your life is shaped by learning many new skills, amassing work and life experiences. These skills and knowledge help define your career and development in the first half of your life but what is very key is these same experiences, skills and knowledge actually help to shape and define how you give back in the second half of your life.”
Chung goes on to share: “I knew after reading the book that all that we have learnt and benefitted from is not ‘lost’ when we retire or take a slower pace from corporate work, but can be actively used to benefit and give back. It shaped my view of how I can contribute and give back so when the opportunity to serve with World Vision came along, everything just clicked into place.”
Prior to joining WVS, Chung had a successful 25-year career in the technology and telecoms industry, working in companies like HP, EMC and Motorola, in various senior country and regional roles.
When asked which side of the negotiating table is more challenging, Chung was quick to explain the difference.
“With corporates, you pitch a product, solution or service to your customers or clients and there is a tangible transaction and an associated value to the transaction. In a non-profit, we do not have a product or service but what we offer are changed lives in the communities that we serve and to journey with us to see that transformation.”
And while shareholders determine goals and key performance indicators with corporate executives, Chung explains that “in the non-profit world, our beneficiaries shape how and what we need to do, as we strive to bring relief and access to the most basic needs in some of the darkest corners of the world.”
Now that we are in the BER months, that time of year when people are more inclined to open their wallets and give back, Chung and her team will step up two key points on their narrative: promoting long-term recurring donations, and soliciting these despite not being able to offer personal tax deductions.
Addressing the first point, here is Chung’s appeal: “Poverty is an extremely complex issue and requires a holistic, multi-faceted approach to break the cycle for good. World Vision stays and works closely with each community for 10 years or more for the sustainability and ownership of the developmental projects by the local community. We thus promote a long-term recurring donation through child sponsorship for sponsors to be able to see through the completion of our implementation that supports a generation of children in the community.”
Chung also pointed out that the positive impact is reciprocal. “We have also seen how child sponsorship has changed the lives of sponsors themselves, as they witness the changes in the lives of their sponsored child being able to eventually fulfil their aspirations and in turn return to give back to their own community. The joy of how this simple act of sponsorship has made an impact in the community for generations to come enriches the lives of sponsors.”
However, for some sponsors that hesitate to commit to long-term giving, Chung is quick to say that one-time donations are also welcome. “Every gift helps us accelerate some of the developmental needs on the ground whether it is building a school, providing clean water, training and empowering the community to manage these resources. And of course, in an emergency situation like typhoons and earthquakes or conflict, the immediate ability to raise the resources allow us to respond quickly to the urgent needs of relief on the ground.”
Concerning personal tax deductions, Singapore charities with an Institution of Public Character status can claim for personal tax deduction of 250%. This means that for every $1.00 that a tax resident of Singapore donates to a charity that benefits a local community, he or she can apply for a tax deduction of $2.50. However, this does not apply for WVS, where the donations benefit overseas communities.
While this can be a deterrent for some, Chung shares that when speaking to many Singaporeans and residents of Singapore, she and her team are encouraged by the heart they have for the vulnerable both locally and globally, and their willingness to lend a helping hand despite the geographical distance. “This is a testimonial of our awareness as a global citizen. It is a joy to see people in Singapore take an active role to help the most vulnerable regardless of nationality.”
Text: Aneth Ng-Lim/HerWorld