Muslim Charity Wins CIOF Fundraising Innovation of the Year Award

We are delighted to announce that our client Muslim Charity has won the prestigious CIOF Fundraising Innovation of the Year Award at the 2025 National Fundraising Awards, for the AI-powered personalisation campaign we delivered for them. This follows our earlier win for Most Powerful Insight Using AI/ML at the CIOF Insight in Fundraising Awards.

About the award

The Fundraising Innovation of the Year Award recognises groundbreaking approaches to fundraising. This year’s judges were particularly impressed by the results of our collaboration with Muslim Charity, using our AI technology to transform their donor communications.

Our collaboration

Together with Muslim Charity, we developed and deployed our AI-powered email personalisation system for their Ramadan fundraising campaign. By helping Muslim Charity better understand their donors through our analytics platform, we were then able to:

• Generated individually tailored emails for each donor
• Referenced each donor’s unique giving history and relationship with the charity
• Maintained Muslim Charity’s authentic voice throughout
• Scaled personalisation across their entire database

The results

Our joint campaign delivered exceptional results:

• 4.1× improvement in pounds donated per email compared to previous campaigns
• Zero spam complaints across the entire campaign
• Significant uplift in donor engagement metrics
• Positive feedback from donors who appreciated the personal touch

What 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 unprecedented positive supporter feedback, demonstrating that technology can be used to create value for both donors and the charity’s mission.”

Looking ahead

We’re incredibly proud of what we achieved together with Muslim Charity. This award is a testament to what’s possible when a charity’s expertise and ambition are combined with the right technology. We look forward to building on this success together.

Want to achieve similar results for your charity? Get in touch to find out how we can work together.