Giving Analytics is proud to announce that our client, Muslim Charity, has been awarded Fundraising Innovation of the Year at the 2025 Chartered Institute of Fundraising (CIOF) National Fundraising Awards for their ground breaking Ramadan 2024 Campaign.
This award recognises the revolutionary approach Muslim Charity took, in partnership with Giving Analytics, to cut through the noise of Ramadan appeals. By leveraging advanced AI and Large Language Models (LLMs), the campaign delivered hyper-personalised emails to donors, transforming supporter engagement and achieving a staggering 4.1x in donation value per email open compared to traditional methods.
Standing out in Ramadan
During Ramadan, a crucial period for charitable giving in the Muslim community, donors are typically inundated with appeals. The challenge was to create a campaign that would genuinely connect with individuals on a personal level.
Working closely with the Giving Analytics team, Muslim Charity implemented a strategy to generate entirely unique email copy for every single donor. Our platform integrated the charity's data to segment audiences and then used an LLM to craft messages that referenced each donor's specific giving history, their location, and the real-world impact of their past contributions.
The results were phenomenal. The AI-driven campaign not only quadrupled the donation value per open but also generated unprecedented positive feedback from supporters, who replied directly to thank the charity for the personal and meaningful communication. Notably, not a single email was marked as spam.
Judges' comments
The CIOF judges celebrated the campaign 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." They added, "Not only did the campaign quadruple donation value but also generated unprecedented positive supporter feedback - demonstrating that technology can be used to create value for both donors and the charity's mission."
The future of donor communications
This achievement is a powerful testament to the transformative potential of AI in the non-profit sector. It proves that when used thoughtfully, technology can foster deeper, more authentic relationships between charities and their supporters, leading to greater impact.
We are incredibly proud to have partnered with Muslim Charity on this award-winning initiative and congratulate them on this well-deserved recognition.
About Giving Analytics: Giving Analytics provides advanced data analytics and AI-powered solutions for the non-profit sector, helping charities unlock the potential of their data to increase fundraising, improve donor engagement, and maximise their impact.
About Muslim Charity: Muslim Charity is a leading international relief and development NGO that works to alleviate poverty and suffering around the world. The charity provides aid to those in need in over 20 countries.
