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 th Sep 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)