Building authentic relationships with Muslim communities
According to Charity Today, British Muslims are the most charitable group of individuals in the UK, donating to charities at a rate that is at least four times greater than the average person in Britain. The Charity Commission reported that British Muslims gave £100 million to charities in their Ramadan fundraising in 2016 alone, highlighting the importance for charities to engage with Muslim audiences.
In a challenging economic situation, more and more charities are looking to engage with new audiences and diversify income. Innovation is key, but authenticity and working ethically is equally important.
In this blog, we discuss how charities can build authentic, long-term relationships with Muslim communities, which extend beyond just the Ramadan fundraising period. Oftentimes, around the time of Ramadan, Muslim individuals may receive a sudden flurry of charity appeals which cater to them, seeking their attention and charity. But, when the month is over and the frenzy ends, this can sometimes create a sense of false trust and a lack of authenticity, where Muslim audiences may feel disoriented by a charity’s sudden disappearance. I sat down with Zac Hussain, Director of Central Fundraising at Street Child, to discuss how charities can avoid this and instead look to build authentic and long-lasting relationships.
Zac Hussain currently leads on the central fundraising plan at Street Child, and also works on wider organisational income generating initiatives like those during Ramadan. He previously worked as Director of Fundraising and Communications for Muslim Aid, successfully implementing the annual flagship campaign and delivering staggering figures during the month and year round. Zac Hussain is a big advocate for charities to work with Muslim audiences, highlighting how important and impactful their contribution can be.
Key Takeaways
Below are some key takeaways I took from my meeting with Zac, I wanted to share this in one concise article for those of you looking at engaging with the Muslim community:
- Zakat* Policy and Projects
A clear zakat policy that links donations to zakat-specific projects is crucial for gaining Muslim donor’s trust. Muslims are more motivated to give when they know their donations directly support zakat-compliant initiatives. Providing transparency on where their money is allocated furthers credibility and encourages continued support.
- Interest-Free Bank Accounts and Match Funding
Setting up an interest-free bank account dedicated solely to zakat donations ensures the integrity of the funds. In addition, the concept of match funding further motivates giving by highlighting the increased impact and reward.
- Leveraging Social Media and Influencers
Credibility is key in the digital age, and charities can strengthen their authenticity by partnering with Muslim influencers, celebrities, and faith-based media channels. Social media figures who resonate with the community can humanise the charity, instil trust, and showcase the charitable work to a broader audience. This method also gives the charity a more relatable and personal touch.
- Collaborating with Community Leaders and Mosques
Collaboration with respected community leaders, mosque figures, and local Islamic organisations adds a level of visibility. Building partnerships within these communities creates deeper connections and trust. Having these leaders publicly support and engage with the charity strengthens credibility and ensures that the charity’s message reaches the right audience.
- Outdoor Advertising for Authenticity
Campaigns in public spaces can significantly enhance the charity’s credibility. For instance, showcasing campaigns in high-visibility outdoor spaces creates a lasting impression. Islamic Relief’s outdoor lighting campaign during Ramadan is an excellent example of how visibility reinforces trust and demonstrates a commitment to the cause.
- Emergency Response in Muslim-majority Countries
Emergency response efforts in Muslim-majority countries can be vital to Muslim audiences in the charity sector. Charitable appeals help foster a sense of unity, which is essential for long-term engagement and continued support.
- Winter Appeals for Muslim-majority Countries
During the winter months, campaigns focused on helping Muslim-majority communities or countries, particularly those experiencing hardship, can make a profound impact. Highlighting the suffering in these regions and how charitable efforts can alleviate their struggles creates a sense of moral responsibility among Muslim donors.
Conclusion
As a sector, we are increasingly focused on fostering authentic relationships with our supporters. However, we recognise the challenges we face in attracting and retaining diverse workforces, as well as in building meaningful connections with various audiences. Hopefully the tips in this article will give charities something to consider that moves beyond the almost transactional and hurried appeals during Ramadan fundraising, but rather, fosters a deeper sense of community and long-term engagement.
* Zakat is a mandatory form of charitable giving in Islam, where Muslims are required to donate a portion of their wealth, typically 2.5%, to those in need, promoting social welfare and solidarity.
If you would like to read more about the importance of engaging with Muslim communities, click here for a further blog post. For more insights into the charity sector, click here to see our other blogs.
Hajer Rahman is an Administrator at Ashby Jenkins Recruitment.