Empathy is “business as usual” at PropNex

The Social Service Sector Strategic Roadmap (4ST) is the National Council of Social Service’s (NCSS) guide for empowering individuals, strengthening communities and fostering a more caring and inclusive society. It comprises four strategic thrusts that provide actionable steps and best practices for stakeholders to drive organisational growth and sector-wide impact.

Last year, PropNex adopted NCSS’ Sustainable Philanthropy Framework, which guides businesses in taking a more sustained, long-term approach to supporting the sector and giving back to the community. Read on to find out more.

Growing up in a rental flat with five siblings, Mr Mohamed Ismail Gafoor relied on tenacity and resourcefulness to eke out space and time for his studies.

With limited space at home, Mr Ismail would study at the staircase landings of his block, all while juggling a part-time job delivering newspapers. Believing that education was the gateway to a better future, he persevered against the odds.

Years later, after founding PropNex Realty in 2000 and transforming it into Singapore’s largest real estate firm, Mr Ismail made it his mission to give back. “I grew up aware that not everyone is born with a silver spoon,” said Mr Ismail, now 61. “To me, giving back after achieving success is the right thing to do.”

As a professional in the service industry, Mr Ismail values empathy and the ability to build meaningful connections with others.

In its first year, PropNex donated S$25,000 to charity, marking the beginning of its philanthropic journey. Under Mr Ismail’s leadership, the company expanded its charitable efforts over the years, supporting various causes and engaging employees in community service projects, such as building schools in Cambodia.

However, Mr Ismail recognised the need for a more strategic approach towards creating a lasting impact and embedding a culture of giving across the organisation. This led to the formalisation of PropNex’s corporate social responsibility (CSR) policy in 2009, aptly named PropNex Cares.

In 2013, PropNex partnered with Community Chest to launch an industry-first initiative: Enabling its agents to voluntarily pledge a portion of their commission to SHARE, Community Chest’s monthly giving programme. The initiative was a resounding success, raising S$300,000 in just six months, through a combination of agents’ contributions and a matching top-up by PropNex.

Since 2013, PropNex has partnered with Community Chest, enabling its agents to voluntarily pledge a portion of their commission to SHARE, Community Chest’s monthly giving programme.

PropNex partnered with Community Chest for two key reasons. First, to ensure that 100 per cent of the funds raised directly go to the critical needs programmes backed by PropNex. Second, PropNex can lean on Community Chest’s expertise in programme selection, which is guided by measurable outcomes, deep sector insights and strong governance.

In 2024, PropNex adopted NCSS’ Sustainable Philanthropy Framework to take a more structured and sustained approach to supporting the sector and giving back to the community. As an early adopter, PropNex leveraged the framework’s metrics to assess the impact of its existing philanthropic efforts. The early adopter programme also helped refine PropNex’s CSR strategy by identifying key impact areas aligned with its core values and introducing new ways for the business to contribute.

“As the framework offers metrics for our CSR efforts, it strengthens the correlation between our social contributions and the positive effects of building business reputation, customer loyalty and investor perception,” said Mr Ismail.

Looking ahead, PropNex has an ambitious goal: To raise S$10 million for charity by 2030.

Partnership for a greater purpose

As the philanthropy arm of the National Council of Social Service (NCSS), Community Chest works with the public and private sectors to support communities in need.

Before partnering with Community Chest, PropNex handled all aspects of its charitable efforts in-house – from selecting beneficiaries to determining fundraising methods. However, some initiatives proved to be neither sustainable nor effective. For example, the company once organised a Flag Day, where staff members were deployed to collect donations in public areas. While it was an educational experience for staff, Mr Ismail noted that the high cost of organising and auditing the event made it less efficient.

Community Chest’s established processes for evaluating social service agencies and social impact programmes also gave PropNex confidence that their contributions were being put to good use.

Mr Ismail says NCSS has helped PropNex identify and connect with causes that align with the company’s values, such as supporting children, families and individuals with special needs.

Beyond fundraising, NCSS has connected PropNex to a larger ecosystem of giving, offering valuable insights on community challenges and ways to address them.

Through Community Chest, which supports over 200 critical social service programmes, PropNex has forged meaningful relationships with organisations like Chen Su Lan Methodist Children’s Home. Each year, PropNex staff organise a special event for the children, with last year’s outing being a day out at Universal Studios Singapore. Additionally, the company raised S$250,000 for the home.

In 2024, PropNex also supported ComLink @Tampines’ Home Refurbishment Programme in collaboration with the Ministry of Social and Family Development. A group of 14 PropNex salespersons volunteered to repaint rental flats and install furniture for 24 families. The company also contributed S$100,000 to the initiative.

Over the years, the PropNex team has volunteered to repaint rental flats and install furniture for families in need.

A culture of giving

Mr Ismail shared that about half of his 13,000-strong salesforce have participated in at least one CSR activity over the years. He aims to increase this number to about 80 per cent of his staff.

“Many have told me that these experiences bring them a sense of fulfilment and open their eyes to the plight of those in need,” he said.

Being in the service industry, Mr Ismail values empathy and the ability to connect with people. “I want our agents to understand that PropNex is more than just a company focused on profits,” he said.

For companies just starting their CSR journey, Mr Ismail’s advice is simple: “Start small and keep it manageable, but don’t stay in your comfort zone – dream bigger. We will make mistakes, but don’t give up just because one approach doesn’t work. Stay focused on the big picture and keep your ‘why’ at the forefront.”

With the support of NCSS and Community Chest, Mr Ismail is confident that PropNex will continue making meaningful social impact.

“NCSS has helped PropNex identify and connect with causes that align with our values, such as supporting underprivileged children, families and individuals with special needs,” he said. “Through Community Chest, we can support multiple causes while ensuring accountability and transparency in how funds are used.”

Learn more about NCSS Social Service Sector Strategic Roadmap (4ST) and find out how you can become a partner in the social service ecosystem.