Every human being deserves to pass away with dignity.

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Every human being deserves to pass away with dignity.

Organization type: 
nonprofit/ngo/citizen sector
Project Stage:
$100,000 - $250,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

In a quiet crematorium, an old lady place flowers on a grave. After burying the last person who cared about her a decade ago, she is always living in fear that one day, she will dies alone without anyone noticing for some time. Her body may ends up in the mortuary uncollected or used for medical research. The warmth of the bright sunlight cannot drive away the chill in her heart as she drag her feet away from her good friend's grave...The same worries and fears reside in the heart of many elderly without kins. There are hundreds of unclaimed bodies in a year from nursing homes and hospitals in Singapore. They have no family members to give then a decent send-off.Just because their bodies were unclaimed doesn't mean that the person was any less special than anyone else was. Every human being deserves proper funeral and pass away with dignity, no matter what the circumstances may happen to be.Cheng Hong Welfare Service Society has set up an Pro Bono Afterlife Memorial Service in Oct 2012 with a start up fund generously donated by the board members and supporter. The committee has handled more than 20 cases last year, including 3 cases that were the last requests of the persons themselves. We also extend this service to those who need assistance (e.g. death of sole breadwinner in an accident).We wish to develop a strategy for the development of this service.We wish to raise awareness of such incidents and our services to the public. We also wish to raise sufficient funds to for the maintenance of the service.

About Project

Solution: What is the proposed solution? Please be specific!

A strategy developed to market this service island wide. A social media fund raising project to raise awareness and improve sustainability of the service.
Contact Details
Cheng Hong Welfare Service Society
About Your Organization
Organization Name

Cheng Hong Welfare Service Society

Organization Country
Country where this project is creating social impact
About You
First Name


Last Name


Job Title

General Manager

List additional team members who would be involved in this project:

Lawrence Lim
Randy Lim

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About Your Organization
What are your primary products/services? Please describe all.

We provides pro bono Traditional Chinese Medicine (TCM) treatment and Medication through a medical centre and 5 clinics at different location of Singapore, they are currently operated by a few volunteers, part time Chinese physicians and medication dispensers.
We also work with a partner to provide free meals to the needy.
In Oct 2012, we started pro bono Afterlife Memorial Service.

Who is your primary audience, customer or beneficiary?

Needy elderly living below poverty line.

How do your products/services benefit this population?

It provide the needed funeral service required after the person pass away.
It increase the mental wellness and reduce anxiety of the elderly, knowing that their funeral arrangements will be taken care of.
It increase public awareness and hopefully raise empathy towards elderly

How many staff do you have (full and part-time)?


Impact and Sustainability
Organization Mission: What problem is your organization committed to solving? In particular, describe what is innovative about your approach.

It raise awareness of a issues people shy away from or conveniently forgets. (old age and death)
It formalize a service that is a taboo subject for most people.

Impact: What has been the impact of your solution to date?

We have been approached to handle more than 20 cases in 2013 through mouth to mouth publicity

Impact: What is your projected impact after receiving consulting support from American Express?

Awareness of our service by the public.
A large follower base on social media.
A regular donation income from supporter.
Collaborations with homes and hospital with formalized procedures.

Sustainability: Do you currently have the financial and human resources to implement new strategies or recommendations offered through this partnership, or would implementation be dependent on receiving additional funding? Please describe.

The service is currently funded by our board members and supporter donations.

Project Selection
Select your first choice project

Strategy Design

Select your second choice project (Optional)

Social Media Roadmap

Are you or an assigned project manager from your team able to commit 3-5 hours per week over the 10-week consulting period?


Social Media Roadmap
Why did you select this specific project type?

The organisation online presence is negligible.
There is huge potential in using social media to achieve the objectives

What challenges are you facing with your social media outreach strategy?

No one else is proficient with social media strategy.

Which social media channels are you currently using (Facebook, Twitter, Instagram, LinkedIn, etc.)? Please list and provide links and URLs.


Are you interested in reviewing your social media communications strategy for the organization overall or for a specific product/service? Please explain.

If possible, both.

What are you trying to accomplish through improved social media outreach?

Huge number of facebook fans supporting the project.
An regular online donation income from supporter.

If you were to receive support, what is your expected outcome at the end of the consulting period?

A project plan for social media engagement

How will support in this area allow you to deepen your impact?

Increase awareness of our service, increase volunteers and donations, so that we can serve more people.

Strategy Design
Why did you select this specific project type?

The project is started without a long term strategy

What strategy opportunities or challenges are you currently facing?

A strategy will be able to expand this service to serve a wider group of beneficiary

Are you interested in reviewing the strategy for the organization overall or for a specific product/service? Please explain.

If possible, both

Do you have a current strategic plan? If yes, what are its primary goals? If no, why not?

No. I'm the only full time employee recently joined the organisation. It was previously operated by the voluntary board members. They are able to handle events, but do not have the time to do long-term planning.

If you were to receive support, what is your expected outcome at the end of the consulting period?

A long term 3-5 years workplan

How will support in this area allow you to deepen your impact?

The organisation can be more focus and improve the outcome of projects executed