Ramadan is recognised for its spirit of generous charity, with estimates from the Muslim Charities Forum indicating that, in past years, UK donors have contributed over £130 million to charitable causes during the sacred month. Donations are anticipated to increase even further this year.

Even though Muslims engage in regular donations year-round, the bulk of fundraising within Muslim communities peaks during Ramadan. Thus, charities prepare and plan for the Muslim giving season as early as 4-6 months ahead of Ramadan.

In this article, we offer a checklist of key preparations charities should perform to boost their Ramadan fundraising efforts.

Key Components of Your Ramadan Preparation Toolkit

Let’s look at the key areas you need to focus on to ensure a successful fundraising drive (especially in Ramadan and generally throughout the year) and how you can make the most out of these.

Preparation and Planning

Start ahead of Ramadan to give your various teams plenty of time to prepare and plan accordingly for Ramadan.

1. Gear up for Ramadan:

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Maximise Your Donation Intake

Leverage the generosity of Ramadan by adopting the following strategic approaches to maximise donations.

1. Fundraising Events:

2. Crowdfunding:

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High Net Worth Donors:

(Tips to engage during Ramadan)

A Personal Letter or Call: This is ideally from the CEO or a senior colleague catching up with the donor and thanking them for their continuous support.
VIP Invitations: If you have planned your events in advance, analyse your current data set to find events in proximity of your donors and send them a bespoke invitation (via phone, SMS or email)
Pay Them a Visit: A one-on-one visit may be time-consuming, but it generates greater rapport and a commitment to the donor that you hold them in high regard.
Suggest Matching Gifts: Encourage matching gift programs where the donor's contribution is matched by another entity, doubling the impact of their donation.

Ready Your Technology

Ensure that your charity tech stack can handle the increased charitable activity during Ramadan with the following checks.

1. Set Up Your CRM:

Update and Optimize CRM System: Ensure that your charity CRM setup is primed to handle increased activity. This includes ensuring data accuracy, efficient donor management, and seamless integration with donation platforms. Segmentation and Personalization: Segment donors based on their past giving history and contact in advance of Ramadan. Automation: Automate processes as much as possible across donation receipts, orphan sponsorships, project feedback, SMS/email outreach, etc. Speak to us about actions/triggers or bespoke training in advance of Ramadan. Reporting and Analytics: Utilize CRM reporting to track and analyse donor behaviour and campaign performance. You can utilise donor-related data to make real-time adjustments to fundraising strategies.

2. Internal Training:

3. Optimise Your Charity Website:

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Did You Know?

According to the CAF UK Giving 2023 report, since the pandemic, there has been a notable rise in the number of donors who prefer using websites or apps for their donations (26% in 2022 compared to 20% in 2019).

Amplify Your Mission

Leverage marketing channels to make your message heard by a wider target audience using the following essential practices:

1. Prepare Your Marketing Plan:

2. Utilise Digital & Print Marketing

Innovation in social media: Research the latest trends on social media - Tiktok have released Creative Assistant, live videos on instagram and investment in Facebook/instagram ads still shows considerable growth. Email Marketing: Utilise segmentation in your charity CRM to pinpoint Ramadan-active donors. Plan a series of targeted email campaigns to inform, engage, and appeal to various donor segments. Tip: Plan a content calendar considering the frequency of sending emails, such as every Friday, bi-weekly, or once every 10th day, based on your audience. Marketing Collateral Availability: Though digital marketing is on the rise, print is especially useful to catch the eyes of donors. Consider post-arriving days before Ramadan and even any sponsorship annual reports to arrive around the same time. Website Content Optimisation: Make sure that your charity website reflects Ramadan-specific branding and compelling impact stories to resonate with the essence of the holy month. Use SEO strategies with Ramadan keywords and engage visitors with multimedia content about your initiatives.

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Incorporate the following SEO tips in your Ramadan marketing campaign:

Conduct targeted keyword research for Ramadan-related giving. Focus on "Ramadan charity", "Zakat donation", and other relevant phrases.
Schedule ads during peak online activity times in Ramadan based on your location.
Don’t hesitate to adjust keywords, ad copy, and budgets in real time based on audience response and donation trends.
Use remarketing ads to reconnect with visitors to your Ramadan pages who haven't donated, with tailored reminders of Ramadan's giving significance. Examples Include: "Missed out on giving?...”, “Your contribution can change lives…”, "Every moment counts….”
Incorporate donor and beneficiary testimonials in your campaign copy.

Engage Your Donors

Engage your team of volunteers and call centres in your Ramadan campaign. Keep them well-equipped and motivated for Ramadan with the following key steps:

1. Activate Volunteers for Ramadan Campaign:

Orientation and Training Sessions: Provide specific training for fundraising techniques, communication skills, and technology required for virtual or in-person events during Ramadan. This includes how to use QR codes, project management expertise, and the process of dealing with pledges for example. Clear Role Definition: Clearly define and communicate each volunteer's role and responsibilities to avoid confusion. Provide detailed instructions for tasks, especially for complex activities like managing online donation platforms or organising events. Regular Communication: Communicate with volunteers to update them on the charity's objectives and progress. Tip: Use platforms for interaction while keeping them motivated through recognition and appreciation of their efforts.

2. Streamline Your Call Centre Operations

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Downloadable Ramadan Ready: Charity Checklist

You can download this checklist as a PDF for internal use with the following button. Also, share it across your charity for all the teams involved in making your Ramadan fundraising drive a success.

Elevate Your Ramadan Fundraising Efforts

Use this Ramadan fundraising checklist as your guide to enhance your fundraising this Holy month. An essential element to achieving your Ramadan fundraising goal is technology. Adopt processes and tools that help implement your fundraising strategy. Because each step taken towards optimising your fundraising not only benefits your charity but also deeply impacts the lives of those you aim to support.

About the author

Aqsa Deen

Content Marketer

Aqsa Deen is a skilled content marketer and writer at N3O, specialising in research-backed long-form content that helps charities amplify their impact through engaging narratives. When not crafting content, Aqsa indulges in the art of Islamic calligraphy and Illumination, blending creativity and tradition in every stroke.

Ramadan Ready: Charity Checklist