The National Zakat Foundation (NZF) needed a way to increase donations without spending more. With help from eMarket Select (EMS), they transformed their fundraising approach resulting in a 137% increase in Ramadan donations and a 50% drop in cost-per-acquisition (CPA).
It started with a simple philosophy: before you ask, give.
Plenty of traffic. Not enough impact.
In past years, NZF ran ads that brought people to their site, but many didn’t donate. It was getting expensive to reach new donors, and the message wasn’t resonating as deeply as it needed to.
Ramadan was approaching. And with it, the need for a new kind of engagement.
From transactional to transformational.
Instead of relying on seasonal urgency, NZF and EMS took a different route:
They spent the entire year giving value first through education, inspiration, and consistency.
By the time Ramadan came around, the audience was already engaged. The campaign wasn’t a cold pushy appeal but a natural next step in an ongoing relationship.
NZF's Ramadan 2025 strategy wasn’t about doing more. It was about doing it smarter — across four main areas:
This wasn’t just about numbers but about behavioral change. Donors gave without pressure or guilt. They felt spiritually connected. The donation was a response to months of value, not a last-minute emotional push. Trust replaced urgency. Relationship replaced one-off asks.
The success of this campaign proves a key lesson:
“When you give consistently, people give generously.”
By investing in value-first communication and building trust over time, NZF didn’t just get more donations but they built stronger connections with their community.