1) Our contribution must generate a social return
A donation is a social investment. In the world of finance, it is expected that 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. In this instance the social return would be, “How far has this donation gone to help, change or improve society?”; “Can the social investment be given differently to achieve a better outcome?”

2) Clear and measurable outcome to benefit many
Where the outcome is measurable, it is easier to assess the wisdom of our donation. Ideally, each gift should help the largest number of people possible, whether immediately or over the longer term. The yield in good should be high.

3) Increase efficiency and enhance synergy
Increasing efficiency is one way of ensuring that the donation is “stretched” to help as large a number as possible. Imposing accountability and efficiency on each recipient is another way of winning recipient organisations over to our way of thinking: that we should work hard to make the “yield in good” high.

This can be achieved by:

	Worked with the community, beneficiaries and other strategic partners to reach out and benefit the most number of people by enabling them to do more.
	Helped organisations which help themselves.
	Supported projects that have a cascading effect or multiplier benefit so that each dollar given goes a longer way to helping more people.
	Favoured organisations that are well-managed and efficiently run.
	Assisted beneficiaries that have never been supported by other funds or government bodies, provided that they answer a social need and also meet our other criteria of good management and accountability.

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.