Ramadan: Digital Marketing Best Practices

Introduction:
Digital marketing is crucial for amplifying your charity’s impact during Ramadan. With increased charitable giving throughout the month, especially in the last 10 nights, a structured approach ensures maximum outreach and engagement. This checklist offers strategies to maximise contributions and highlights examples of successful Ramadan campaigns.

---

1. Campaign Strategy and Planning:

• Set SMART Goals: Define clear objectives for fundraising and engagement.
• Develop a Content Calendar: Schedule posts, emails, and events for consistent communication.
• Campaign Example: Penny Appeal’s ‘Feed Our World’ campaign used clear goals and daily content updates to engage donors worldwide.

2. Website Optimisation:

• Create a Dedicated Landing Page: Feature donation options and impact stories.
• Ensure Mobile-Friendliness: Optimise for fast and easy donations.
• Campaign Example: Muslim Hands created a compelling Ramadan microsite with live donation trackers and video impact stories.

3. Social Media Campaigns:

• Leverage Video Content: Share testimonials and fundraising appeals.
• Use Hashtags Strategically: Examples include #RamadanGiving and #ZakatImpact.
• Campaign Example: Islamic Relief’s #HonourThePledge campaign combined user-generated content and live events to inspire giving.

4. Email Marketing:

• Segment Your Audience: Send personalised appeals.
• Create Automated Reminders: Focus on Laylatul Qadr with countdown emails.
• Campaign Example: LaunchGood used tailored daily emails during the last 10 nights, driving increased conversions.

5. Influencer and Community Partnerships:

• Collaborate With Influencers: Use trusted voices to amplify your cause.
• Peer-to-Peer Fundraising: Encourage supporters to host donation pages.
• Campaign Example: Human Appeal UK worked with prominent influencers to host live donation appeals.

6. Paid Advertising:

• Utilise Google Ad Grants: Maximise free advertising for nonprofits.
• Retarget Website Visitors: Convert warm audiences into donors.
• Campaign Example: Zakat Foundation used Facebook and Instagram ads to drive donations, focusing on Zakat reminders.

7. Maximising Fundraising in the Last 10 Nights:

• Highlight the Significance: Emphasise the rewards of giving, particularly on Laylatul Qadr.
• Launch a Countdown Campaign: Build urgency with daily reminders.
• Campaign Example: LaunchGood’s ’10 Nights of Giving’ automated donations across the final nights, boosting contributions.

8. Post-Ramadan Follow-Up:

• Send Gratitude Messages: Use personalised emails and social shoutouts.
• Publish an Impact Report: Show donors how their contributions helped.
• Campaign Example: Penny Appeal sent donors video updates showcasing the real-world impact of their donations.

Conclusion:
A well-executed digital marketing strategy, enriched with insights from successful campaigns, can maximise your charity’s impact throughout Ramadan. Focusing on the last 10 nights, when donations peak, ensures you capture the most generous period of giving and maintain long-term donor relationships.