The challenge
Like most nonprofits, Al-Madina leaned on urgent, obligation based appeals at Ramadan. They worked for a few weeks, then the audience went cold until the next appeal.
What we did
We replaced the once-a-year push with content that gave before it asked: teaching, stories and reminders that built trust all year, so the Ramadan appeal reached people who already cared.
- Value first. A twelve month content plan built on teaching and stories, not asks.
- One visual language. A consistent design system across video and social.
- Appeals that feel earned. Ramadan creative that continued the story instead of interrupting it.
The outcome
Ramadan donations rose 72%, driven by a content engine that keeps working between campaigns.
- Increase in Ramadan donations
- +72%
- Months of value first content
- 12
- Content engine, not a campaign
- 1
