Raising $450,000 for Dar al Quran’s Hillsborough Masjid
Background
During Ramadan, Sunan Designs, a marketing agency dedicated to helping Islamic nonprofits and Muslim-led brands, embarked on a mission to raise $450,000 for the Hillsborough Masjid in New Zealand and Australia. Amidst widespread donor focus on supporting Palestine, the agency launched the campaign “A Brick Here = A House Hereafter” to emphasize the spiritual benefits of giving, aiming to attract donations for the masjid’s construction.
Challenge
The primary challenge during Ramadan was the overwhelming attention and donations directed toward supporting Palestine, which made it difficult to attract funds for other causes like the Hillsborough Masjid donation drive.
Solution
Sunan Designs responded with the creative campaign “A Brick Here = A House Hereafter,” which leveraged the concept of building a house in the hereafter by contributing a brick in this world. This message deeply resonated with the Muslim community’s belief in eternal rewards, motivating donors to contribute to the masjid’s construction. The campaign effectively connected the act of giving with a spiritual return, positioning the donation as an investment in one’s afterlife.
To ensure the campaign’s success, Sunan Designs implemented a well-coordinated integrated marketing strategy. The campaign utilized multiple channels to reach and engage the community, including:
- Social Media: Posts, stories, and live sessions to maintain engagement.
- Email Campaigns: Regular updates and donation requests sent to 2,000 subscribers.
- Paid Ads: Targeted ads on Google and Meta to expand reach.
- Crowdfunding: LaunchGood ads to attract donations.
- Community Events: An Eid Day event to encourage in-person donations.
- Partnerships: Collaborations with Mecca Books, which sent appeals to their 45,000-member list.
- Print Materials: Distribution of flyers with QR codes and setting up banners in mosques.
- Direct Messaging: SMS and WhatsApp messages to engage the community directly.
Consistency in visual style across all these efforts ensured that the campaign was easily recognizable and that its message resonated effectively with the target audience.
Results
The campaign successfully achieved its target within 35 days, raising a total of $450,000.
- Digital Channels: $160,000 was raised through email campaigns, paid ads, partnerships with Mecca Books, social media marketing, SMS and WhatsApp marketing, and QR code engagement. Notably, 300 people scanned the QR code to donate, highlighting the effectiveness of print materials.
- Direct Contributions: An additional $295,000 was raised through direct contributions at the mosque, donations during the Eid Day event, and other community fundraising events.
- LaunchGood Impact: The LaunchGood platform played a significant role, particularly during Ramadan, contributing NZ$77,388 in donations.
Conclusion
Sunan Designs successfully executed a comprehensive marketing campaign for Dar Al Quran, overcoming significant challenges and achieving the fundraising goal. The “A Brick Here = A House Hereafter” campaign not only met the financial target but also strengthened the community’s connection to the cause. This case study underscores the importance of an integrated marketing approach and the impact of culturally resonant messaging in achieving campaign objectives. To explore how Sunan Designs can help you achieve remarkable results for your next project, reach out to us today.
