For example, the YMCA is an organisation that has been around way longer than anyone can remember as a voluntary organisation, and is one that remains trustworthy in our minds.

However, even though everyone knows or has heard about the YMCA, many still are not aware of what the organisation does.

What local charities and voluntary organisations need to do is to come together and rebrand themselves.

As the Internet is pervasive now, perhaps an interactive online portal that has links to the charities should be set up, with listed ways to donate as well as captions and images as to who heads them and what they do as a charity.

Although charities lack the money for such purposes, companies could pair up with charities for this cause.

It has become a need to not just be aware of scammers, but also to know true charities that put their beneficiaries before themselves. In order for people who are less fortunate than us to survive, we need to be aware of their plight, and how the charity organisations function to help the needy.

What better way than to have an appropriate branding strategy, highlighting the integrity of the charities, to regain the trust of the public?

Chiang Li Yi Joan Anna (Ms)