Muslimin Trust Fund Association (MTFA
Ramadan – the month when most muslims give their Zakat (donation) to a charitable cause. When MTFA came to us at the start of Ramadan, they had a big problem. The problem was that Ramadan had started, and unlike other charity organisations, they didn’t have a donations campaign. We had to pull one together in record time, so that they didn’t miss out on donations crucial to keeping their various charity organisations running. So that’s what we did.
A whirlwind competitor analysis revealed a common thread – the messaging from all the other charities was very rational and dry. So we did the opposite, and went with an emotive approach.
‘A Big Ramadan Thank You’
The core of our campaign – a heartfelt message from all the MTFA staff working on the frontline during the pandemic.
The campaign featured real people, showing exactly how donations get used. We thanked in advance, those who were still deciding on where to donate their Zakat, while addressing transparency and authenticity issues that potential donors often have when deciding to make a donation.
Influencers further spread our message, by thanking their followers for doing their bit. Together with PR in relevant publications, we got MTFA to be front of mind when it came to that big Zakat decision.
The results:
MTFA received more Zakat donations than they had in nearly a decade of running Ramadan donation drives: proof that a little creativity and a big, simple idea, can make all the difference.