Fundraising Innovation of the Year 2025

Muslim Charity Helping The Needy: Ramadan 2024 Campaign

The Ramadan 2024 campaign serves as a prime example of how AI can be successfully harnessed to transform fundraising and achieve impactful results. The primary objective of this project was to utilise AI to stand out from the mass of Ramadan-related emails a typical Muslim donor would receive during Ramadan.

Working with Giving Analytics we came up with a plan to give donors something they had never seen before – a 100% personalised email that talked in depth about their specific relationship/interactions with the charity and the impact they had had.

Using Giving Analytics’ advanced segmentation and LLM integrations to create hyper-personalised emails at scale this innovative campaign significantly boosted donor engagement, increased donations by 300%+ and provided a promising data point for what LLM-generated email campaigns can achieve. The campaign's success highlights the transformative potential of AI in the non-profit sector, even within the strict confines of data protection regulation.

The judges said "This campaign stood out for its creative application of cutting-edge technologies, impressive results and the potential to share the learning to inspire testing across the wider charity sector. Not only did the campaign quadruple donation value but also generated unprecedent positive supporter feedback – demonstrating that technology can be used to create value for both donors and the charity’s mission."

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