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On any given day, the sounds of laughter and chatter travel through the Loving Heart Multi-Service Centre (LVMSC) and Loving Heart Active Ageing Centre (LVAAC) in Jurong.

This vibrant atmosphere is testament to how much the seniors and families in the community enjoy the activities and communal spaces at these centres, set up with the support of Singapore Pools.

An integral part of the Yuhua community, LVMSC focuses on building community resilience and nurturing social values through volunteerism, while the LVAAC offers a welcoming space for seniors to take part in activities such as games and exercise sessions.

Similarly, at Buona Vista Community Centre, seniors often gather to socialise, pick up new skills and learn about topics ranging from self-care to scam protection.

Created by the Buona Vista Citizens’ Consultative Committee (BVCCC), the space underwent a refurbishment in 2021 that added air-conditioning and enhanced safety features. Singapore Pools funded these upgrades, along with five years of operating costs.

These centres are some of many ways Singapore Pools contributes towards public good – a social mission set in motion when it was started in 1968 to curb illegal gambling.

“Giving back is not a side initiative; it’s embedded in our DNA,” says Mr Chin Sau Ho, senior director of community partnerships and communications at Singapore Pools.

“Across generations, our leaders and staff have embraced this shared sense of purpose, knowing that the work we do goes beyond operations.”

Keeping a pulse on the community

My Buona Vista Place and LVAAC exemplify Singapore Pools’ support towards active ageing, digital inclusion and mental wellness – all pressing issues of our time. The organisation identified these challenges by engaging community partners like charities and social service agencies.?

“Working closely with them helps us stay attuned to real needs, allowing us to channel our resources where they matter most,” says Mr Chin.

As needs evolve and grow more complex, cross-sector collaboration has become more important than ever. Over the years, Singapore Pools has doubled down on partnerships and extended its support beyond funding. Within selected retail branches, Singapore Pools provides rent-free office space under its Community Housing Scheme for social service agencies and social enterprises to operate from.

These include charities such as Casa Raudha, an organisation dedicated to supporting individuals and families affected by domestic violence. Its new headquarters at New Upper Changi Road enables them to offer counselling, emotional support, community outreach, and restorative programmes.

Another charity supported by Singapore Pools is Unlocking ADHD at Holland Drive, which provides practical resources and support to the ADHD community through workshops, networks and educational initiatives.

Singapore Pools has also made larger spaces available for community use, including a workshop venue that hosts digital literacy sessions for seniors under the Majestic Smart Seniors Applied Learning Centre.

“Ultimately, we believe in walking alongside the community – listening, learning and evolving together,” says Mr Chin.

A hand in Singapore’s evolution

For 57 years, Singapore Pools has continuously adapted its approach to giving, in order to meet the nation’s changing needs.

When it started out in the late 1960s, Singapore Pools fostered national pride and social cohesion in a young, multicultural country through the support of sports and the arts. Contributions also helped fund key infrastructure such as the first National Stadium and sponsor major events like Chingay.

Emerging from the Asian Financial Crisis in 1999, attention turned to social safety nets. After becoming a Tote Board subsidiary in 2004, it expanded its support to community development, education, health and social services.

When the Smart Nation initiative launched in the 2010s, Singapore Pools made sure its community partners were not left behind. It created iShine Cloud in 2018 – an IT platform offering charity-specific solutions to boost the social sector’s digital capabilities and impact.

During the Covid-19 pandemic, it donated over $1 million to various social service agencies to support healthcare workers, vulnerable families and senior citizens. Staff volunteerism also reached an all-time high of close to 70 per cent. In one effort, employees supported Temasek Foundation’s nationwide mouth gargle distribution by manning collection booths at 25 Singapore Pools branches, contributing over 8,000 hours in total.

“Over the years, our staff have embraced volunteerism wholeheartedly,” says Mr Chin. “Today, we see employees not just giving their time but initiating and co-creating programmes with partners.”

Its With A Heart fundraising series – including Community With A Heart and Football With A Heart – leverages Singapore Pools’ digital expertise and network of partners to bring people together to do good. Since it started in 2023, Community With A Heart has raised $1 million across two editions in support of a variety of beneficiaries and causes, ranging from persons with mental health conditions to seniors and supporting inclusive sport for persons with disabilities.

Football With A Heart (FWAH) is an executive football fundraiser that has raised over $7.5 million for more than 57 charities and social enterprises since its launch in 2012. The 2025 edition will be on Aug 16 and 17, and will be newly integrated into a broader campaign, Weekend With A Heart (WWAH), to expand its reach and impact.

In addition to football, the two-day initiative will feature activities such as a 2km Fun Walk with the Singapore Children’s Society, as well as a movie screening and other fringe activities.

Explains Mr Chin: “Weekend With A Heart reflects our ongoing commitment to uplift communities through meaningful engagement, especially during this SG60 year. It shows what’s possible when shared values bring us together.”

Find out more about the different programmes at WWAH here.