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Mahmood Hassan Chairman, Islamic Aid Building support - direct mail fundraising

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?

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Mahmood Hassan Chairman, Islamic Aid Building support - direct mail fundraising

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  1. Mahmood Hassan Chairman, Islamic Aid Building support - direct mail fundraising

  2. “Whoever saved a life it would as if he save all of humanity” Qur’an

  3. 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?

  4. My primary school; as it is today

  5. 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

  6. Islamic Aid - mission Islamic Aid seeks to make immediate and lasting improvements to the lives of people affected by poverty, war and disaster

  7. 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

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

  9. 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

  10. 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

  11. 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%

  12. 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

  13. 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.

  14. Islamic Aid - future plans • Further improving the quality of everything we do • Organisational development • Channel diversification - internet etc • Geographic diversification - US...

  15. Can lessons be applied elsewhere? • Case of Practical Action • Different audience, message, size of charity and relationship (trustee) • Focus, impact of materials, clear and targeted messaging • Networking • Lesson learning

  16. “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)

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