Islamic Relief – Ramadan Campaign
BACKGROUND:
Ramadan is the ninth month of the Muslim calendar and is regarded as the time of optimal worship, good deeds and charitable giving. More Muslims are likely to give for charitable causes knowing that good actions have increased spiritual benefits.
The annual Ramadan campaign tends to bring in 25% of Islamic relief’s income for the year. This year the objective was to raise even more than last Ramadan through better marketing/promoting.
OBJECTIVES:
To increase Ramadan income from last year
Continue to create brand awareness
Mobilise our supporters (active and lapsed) Encourage more of than to donate Ramadan
Attract new supporters to the cause of Islamic Relief
LAST YEAR RESULTS:
As a result of last years campaign (done by Mediareach) the results were as follows:
An income of £3.5m (22% increase from the previous year)
4,500 new donors for Islamic relief
Increase response rate from London donors (35%)
Increase in direct London funds (80%)
Increased profile and brand recognition (especially in London)
