1) Our contribution must generate a social return
A donation is a social investment. In a financial investment, each dollar invested must generate a financial return. Similarly, in a donation, each dollar donated should generate a social return in order to be effective. The success of the social investment should, ideally be viewed in the same light as a financial investment.

2) Clear and measurable outcome to benefit many
Unlike financial investments which generate a financial return, appeals for assistance must have clear and measurable outcomes to ensure that the funding achieves the purpose intended. Ideally, the result and effect of the social investment should benefit many.

3) Increase efficiency and enhance synergy
As with financial investments, accountability and efficiency in managing money is vital and hence, should be viewed carefully.

This can be achieved by:

	Working with the community, beneficiaries and other strategic partners to reach out and benefit the most number of people by enabling them to do more.
	Help organizations which help themselves.
	Supporting projects that have a cascading effect or multiplier benefit so that each dollar given goes a longer way to helping more people.
	Favouring organizations that are well-managed and efficiently run.
	Assisting beneficiaries that have never been supported by other funds or government bodies.

Vision
Enable a better outcome for the deserving with thought and kindness.

Mission
Provide assistance to the deserving in our community and help those, who help themselves, in a manner that reflects the beliefs and values of the Founder.