Shortlisted for Digital Innovation of the Year at the Third Sector Awards

We are delighted to share that Hyper-Personalisation at Scale, the campaign we built with Muslim Charity, has been shortlisted for Digital Innovation of the Year at the 2026 Third Sector Awards.

The campaign

For Ramadan 2026, Muslim Charity gave every one of its roughly 40,000 donors two things no charity had given them before: their own dedicated website telling the story of their giving, and a personalised voice message greeting them by name in the AI-cloned voice of a real colleague.

Everything was generated from a single CSV export of a legacy CRM. There was no data team, no new platform and no template being lightly edited. A personalisation engine derived around 20 signals from each donor’s history, every figure was verified before a word of copy was written, and the voice was matched to each donor’s profile, including a Scottish colleague for donors in Scotland.

The email carrying the experience achieved a 75% higher average donation per open than standard emails sent in the same period, and was the highest donation per open of any email the charity sent during Ramadan. Donors replied with unprompted thank-you messages. Some picked up the phone simply to reconnect.

You can read the full story in our case study, A Personalised Website and AI Voice Message for Every Donor.

Shortlisted against the biggest names in the sector

What makes this recognition especially meaningful is the company Muslim Charity is keeping. The Digital Innovation of the Year shortlist also contains:

• RNLI for Toucan Cash
• Alzheimer’s Society for Clinical Trial Finder
• Great Ormond Street Hospital Charity for The Big Build Adventure

Muslim Charity generated around £7.5 million in annual income with roughly 25 staff, running on a legacy CRM. These are household names with digital teams and in-house data functions, and each one generates between 15 and 35 times that income. To be judged among GOSH, the RNLI and Alzheimer’s Society on digital innovation says a great deal about what a small, ambitious organisation can do when it uses its data to genuinely recognise the people behind each donation.

It is also the point we make most often: the constraint is rarely the size of the team or the age of the system. It is whether anyone is using the data already sitting there.

About the Third Sector Awards

The Third Sector Awards are the biggest awards celebration in the not-for-profit sector, recognising charities, voluntary organisations, social enterprises and corporate partners across 31 categories. The winners will be announced at a ceremony on Friday 11 September 2026 at the London Hilton on Park Lane.

Thank you

Thank you to Muslim Charity for trusting us with something this ambitious during their most important fundraising period of the year, and to the Third Sector judges for the recognition. This follows the National Fundraising Award and the CIOF award for Most Powerful Insight Using AI/ML for our earlier work together, so it has been quite a run.

We will report back in September.

Want to give your donors something they have never experienced before? Learn more about our personalised communications service or get in touch to talk through your next campaign.