Mahmood Hassan Chairman Islamic Aid Building support direct

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 2000 • 11 th Sep 2001 - 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. . .

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

“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)