Instead of contributing separately to charities, donors can now give to different organisations through a single donation with the launch of the Pledge It Forward initiative.
The donations will benefit 51 charities that are members of the National Council of Social Service and hold an Institution of a Public Character status. Their causes range from serving people with disabilities to reaching out to youth at risk. The charities will receive equal portions from the donations.
"We wanted the charities to cover a broad spectrum of causes, including causes that people are not comfortable discussing," said Ms Cheryl Chong, 31, who started the initiative with Ms Rebekah Lin, 31, and Mr Nadim van der Ros, 40. Ms Chong and Ms Lin are founders of think-tank The Social Co, and Mr van der Ros is the founder of marketing consultancy Be An Idea.
Ms Tan Li Li, executive director of Singapore Association for Mental Health, one of the beneficiaries, said: "Mental health charities are more under-served due to some societal stigma. We are happy that Pledge It Forward has come on board to rally more people to contribute and to create awareness."
Ms Lin said the founders are hoping to have at least 10,000 donors. So far, about 400 people have made their pledges, each capped at $500 - the maximum personal income tax rebate that taxpayers here can receive, based on this year's Budget.
One of them, company director Ang Kian Peng, 39, said that such initiatives help him to do his "homework" in identifying legitimate charities. The initiative runs till the end of the year and contributions can be made via the Pledge It Forward website or through cheque donations.