Mahmood Hassan

Chairman, Islamic Aid

Building support -

direct mail fundraising

“Whoever saved a life it would as if he save all of humanity”

Qur’an

Building support - direct mail fundraising

The story of Islamic Aid:

• Background; how things started?

• Where are we today?

• What we do and how we do it?

• What made it a success?

• Can lessons be applied elsewhere?

My primary school; as it is today

Islamic Aid - background

• Came to the UK in 1988 for MBA

• Worked in the commercial sector

• Interest in charities in the aftermath of the Bosnian crisis in 1994

• Started my own business in 1998

• Introduced Islamic Aid in 2000

• 11th Sep 2001 - a business disaster for me but more focus on Islamic Aid

Islamic Aid- mission

Islamic Aid seeks to make immediate and lasting improvements to the lives of people affected by poverty, war and

disaster

Islamic Aid - our work

Tahira’s family: A case study

• Family surviving on £6 per month

• Living a life of extreme hardship

• Cash help to meet immediate needs

• Joined Ujala School in her village

• Introduced to livelihoods programme

• Introduced to healthcare programme

Tahira is now at high school, hoping to one day become a teacher at Ujala School

Islamic Aid - figures

• Raised £14 million to-date

• Recruited 55,000 donors

• Last year raised nearly £3 million

• In the first 8 months of current financial year, 22% more than last year

• In the UK, employs 1 part-time staff; with temps during fundraising peaks

Islamic Aid - fundraising strategy

• Direct mail only; control temptations

• Extensive use of the database of 1.2 million UK Muslims

• Ramadan mailing - main cold and warm mailing - targets almost all households

• Then, four mailings to donors only - education, healthcare, livelihoods and emergency relief

Islamic Aid - fundraising strategy

• Very focused

• Excellent information management

• Targeted yet mass market approach

• Long copy cold mail appeals

• Creativity

• Template approach for material

• Analysis, evaluation of list and appeals

• 66% Gift Aid donations; target is 70%

Islamic Aid - fundraising strategy

• Very efficient donations handling

• Follow up ‘thank-you’ within 3 days

• Very warm and personal approach

• 24 hours donor support line

• No use of complimentary slips

• 92 per cent of donations traced to source campaign, appeal etc

Islamic Aid - fundraising

Most successful fundraising appeal– Ramadan Appeal 2008

• Mailing to 483,000 warm/cold contacts• Fundraising appeal total £1.1 million• Received 12,500 donations• Recruited 4,200 new donors• 485 donors signed up to give regularly

through direct debit; £58,000 per year.

Islamic Aid - future plans

• Further improving the quality of everything we do

• Organisational development

• Channel diversification - internet etc

• Geographic diversification - US...

• Case of Practical Action

• Different audience, message, size of charity and relationship (trustee)

• Focus, impact of materials, clear and targeted messaging

• Networking

• Lesson learning

Can lessons be applied elsewhere?

“When a man dies his actions come to an end except for three: an ongoing

charity; knowledge that benefits others or pious offspring who pray for him”.

The Prophet Muhammed (peace be upon him)