#MarketingEventsAwards 2020 highlight: RHB cashes in its internal comms efforts

Following the consolidation and revamp of RHB Singapore’s CSR initiatives in 2017, the in-house communications team spearheaded the RHB Financial Literacy Programme (inaugural edition in 2017), which aims to support underprivileged families with basic financial literacy knowledge for their children. This won the team the bronze award for Best event by an in-house team during this year’s Marketing Events Awards.  

The implications of poverty are long-term and for children, this may not manifest until adulthood. Given that most Singaporean children do not typically receive formal financial literacy education, the effect of poverty causes disadvantaged groups to continuously make undesirable financial decisions.  As a financial institution, with a work force of financial experts, RHB has made a conscious effort to fill this gap.

Challenge

The RHB Financial Literacy Programme aims to enrich and empower the community – particularly the underprivileged families – while promoting holistic development. The bank wants to play a role in helping families achieve a healthy financial foundation so that they have a chance to be financially sound in life.

The programme started small, with minimal budget and resources, requiring the in-house communications team to be creative and to find additional ways to raise funds. The in-house team also needed to engage all stakeholders – the family care centre partners, participants and RHB employees – to build and strengthen awareness and to rally support.

Strategy

In addition to driving the key message of the programme, the objectives, benefits and desired outcome had to be regularly communicated to garner donations, and anchor support and buy-in, so that the initiative is able to grow and be sustainable.

Building on the success of the 2017 and 2018 editions, the RHB internal communications team grew the programme from an annual event to a biannual one in 2019. The move to grow the programme was to augment the RHB brand among the community. 

Generally, RHB Group assigns a token amount of US$1,000 for Singapore’s Financial Literacy Programme (being part of the Group’s RHB Touch Hearts Initiative). But this was inadequate to meaningfully organise an effective and sustainable programme. As such, the internal communications team formulated multiple ways to raise funds to run the programme.

In order to encourage participation from the underprivileged community, as well as donation from RHB employees, the Internal Team needed to effectively and continuously communicate the key objectives of the initiative to relevant stakeholders. The engagement was also important to boost interest levels, and ensure overall success of the programme.

For the 2019 programme, RHB partnered with local grassroots centres including Care Corner Family Services, Fei Yue Family Services & Whispering Hearts Family Service Centre.

Each grassroots centre and its social worker served as key liaisons for the children and youths. The direct contact with the centres was essential to build trusted, long-term relations with them. RHB Management, Employees and Volunteers Additional efforts were taken to introduce fund-raising activities this year, to collect more funds, and also to boost engagement of all RHB staff so that they are aware of and be supportive of the RHB Financial Literacy Programme.

Apart from the ice-cream sale fund-raising day (new activity) and annual donation drive, RHB staff were encouraged to volunteer their time during the programme day itself.

Internal PR tactics deployed include fund-raising activities and donation drive to create awareness and spur participation.

Internal channels used were Workplace by Facebook, Face-to-face rally, Emails, Management meetings. External Key Message to grassroots partners and parents were sent. The RHB Financial Literacy Programme is part of RHB Singapore’s corporate mission to nurture the younger generation and to give back to the community.

Through this programme, we aim to empower youths with a solid foundation of financial literacy and continuously provide support to build a brighter future. This is the first step to your child’s journey to managing their own finances and eventually growing savings. External Channels involved face to face dialogs through the centres, email and letters.

Execution

The execution and success of the event hinged on the strong support from the grassroots partners in reaching out to participants, and to administer the necessary paperwork involved in bank accounts openings.

Internally, the team also garnered management buy-in and the assistance of staff volunteers for pre, onsite and post event. Extra care has to be taken to formulate content that tackle the sensitivity of the financial challenges faced by this demographic.  For 2019, in addition to the annual donation drive, the team also introduced an ice-cream sale to boost our fund pool.

Here are some of its steps to execution of the event:

Making the registration process seamless for participants  

• RHB relationship managers explained the features of the RHB junior banker account and how to fill in the account opening form
• Internal communications team followed through closely with 2018 participants in coming back to join the 2019 continuation module

Specially tailored financial literacy programme

• Working with an experienced vendor who provides financial literacy programmes to MOE schools, the team customised a comprehensive syllabus for two groups of participants – new participants, and returning ones
• Special care was taken to ensure that the programme features a high level of activity and fun, yet be sensitive about financial issues that the children are facing with their families
• The internal communications team designed a feedback form together with the vendor to gather feedback from participants to identify areas of improvement, if any

Rally RHB Singapore staff participation

• Timely and frequent internal communication about RHB Financial Literacy Programme to all RHB Singapore staff to support the programme by buying ice-creams, garner donations and encourage staff to sign up as volunteer during the event to mingle with the children and provide assistance
• Regular communication through various channels including email, workplace, management meetings to instill a sense of ownership among employees, and deepen their understanding about the programme as an integral part of the organisation’s CSR efforts.

On-site management

• A conducive learning environment at Suntec Convention was chosen with an expanded space due to a bigger participation
• Event registration managed by RHB volunteers
• Managing logistical requirements such as handing out learning materials, snacks, drinks and provide any support to participants during the programme
• The RHB CEO and country head, internal communications team, RHB volunteers to engage and interact with participants and family care centre personnel to improve the programme to benefit them.

Post-event support

• Personalised call-backs by branches/internal communications team to the parents of participants who needed more assistance to open their bank accounts, to arrange for passbook collection at a branch to their convenience
• Update grassroots organisations on the final amount credited to each child’s bank account, and gathering their feedback and comments on the event
• Periodic assessment of participants’ savings progress to determine the subsequent programme, and to help keep tab of their good savings habits, and provide adequate support so that this becomes a sustainable habit

Result

The RHB Financial Literacy Programme, currently the sole CSR initiative for RHB Singapore, has gained momentum and growth since 2017. Internally, it obtained management support for the programme and awareness among all employees. 52 participants from grassroots partners 30 RHB employees volunteered more than 270 hours.

A total of SG$13,000 was raised through donation drives – surpassing the target of S$12,000. Each participant received SG$248.50 in their bank account. During the programme, trainers encouraged participants to use the theory taught and put it into practise by saving the money into the account. To motivate participants, they were also informed of the continuation module and highlighted that they will be invited back if they start saving.