Children's Museum Singapore x Anglo-Chinese School Old Boys Association.

CMSG x ACS OBA Brick Relay Fundraising Proposal

​

This project reimagines 3,000 conserved bricks from the former Anglo-Chinese School (ACS) building—now home to the Children’s Museum Singapore (CMSG)—as the centrepiece of a heritage-driven fundraising initiative. Our team developed the CMSG x ACS Brick Relay, a nomination-based donor relay designed to activate ACS alumni networks, celebrate shared history, and raise funds to support the museum’s educational mission.

​

Project Goals:

• Transform conserved bricks into a meaningful fundraising asset.

• Create a low-cost, high-impact fundraising model supporting museum sustainability.

• Engage ACS alumni, CMSG stakeholders, and families through narrative-driven outreach.

• Raise a minimum of S$50,000 for CMSG (projected net revenue: S$76,350).

​

What I Contributed:

• Historical and material research on conserved bricks.

• Global benchmarking of children’s museum fundraising models.

• Donor motivation and stakeholder analysis, including elite philanthropy insights.

• Development of the four-stage relay structure and donor nomination flow.

• Strategic planning for stakeholder outreach, launch events, and donor engagement.

​

The Fundraising Concept:

The Brick Relay invites ACS alumni to “pass on” a symbolic brick through four rounds of nominated donors. Each relay leg raises S$33,000, totalling S$133,000 before the CMSG–ACS 60/40 split. The project emphasises heritage continuity, community giving, and intergenerational storytelling.

​

Impact:

• Provides CMSG with a sustainable, replicable fundraising model.

• Strengthens long-term ties between ACS alumni and CMSG.

• Revives heritage materials as storytelling tools for children and families.

• Supports CMSG’s mission to make heritage learning accessible and joyful for all.