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Case study · Non-profit · Ramadan fundraising campaign

Every organisation asks during Ramadan. We gave people a reason to choose.

Campaign post: an elderly man smiling over tea, with a line illustration of a woman beside him, captioned Give, even when they don’t remember

The problem

During Ramadan, every Muslim organisation asks for support. Muhammadiyah didn’t have a visibility problem — it had a connection problem. Donors had plenty of places to give their zakat. They had no particular reason to choose this one.

The gap

The appeal was built around the ask. The market responds to the outcome. Donors were being shown a need, not the person on the other side of it.

The fix

A campaign built on human stories and purpose. Each piece answered one question — give, to do what? — and drew the life a contribution changes directly into the frame. Teaching a child empathy. Lightening a family’s load. Giving a child a chance. Remembering those who can no longer remember.

“Give, to …” — the campaign series.

Every key visual answered the same question — give, to do what? — and drew the person a contribution reaches straight into the frame.

  • Campaign post: a boy carrying food bags, captioned Give, to teach them empathy as strength
  • Campaign post: a volunteer handing over a box, captioned Give, to lighten the load
  • Campaign post: a child with a backpack illustration, captioned Give, to gift a child a chance
  • Campaign post: a boy by the sea with an illustrated companion, captioned in Malay: Dengan memberi, mereka berteman
  • Zakat key visual: Zakat anda mampu mengubah nasib lebih dari 15,000 insan melalui Persatuan Muhammadiyah, with the zakat web address

Amplifying the right message

Amplify the wrong message and you pay for noise. Amplify the right one and it travels.

The campaign didn’t win by being louder than every other Ramadan appeal. It won because every piece carried one clear, human message — so when we put weight behind it, people didn’t just see it. They shared it, saved it, and acted on it.

1.2Mtotal Instagram views across the campaign
820Kviews on the main campaign post, “Give, to gift a child a chance”
S$2M+raised in Ramadan donations, up 21% year on year
+2,283%Facebook views1.02M views in the campaign window
+1,483%Instagram accounts reached362,858 accounts
+738%Facebook interactionsvs. the previous 54 days
+21%Ramadan donationsyear on year

From the dashboards

The receipts, unedited.

Screenshots straight from Instagram Insights and Meta Business Suite, 8 Feb – 30 Mar 2026. Swipe through.

Instagram Insights: 7,521 interactions during the campaign
Instagram interactions — 7,521 in seven weeks
Instagram post insights for Give, to gift a child a chance: 820,812 views
The main campaign post — 820,812 views
The Muhammadiyah Association Instagram profile during the campaign
The profile mid-campaign
Meta Business Suite: 3,587 Facebook interactions, up 738.1%; 3,196 reactions, 76 comments, 315 shares; 60.2% non-followers
Facebook interactions — up 738.1% on the previous 54 days
Meta Business Suite: 1,017,429 Facebook views, up 2,283%; 76,958 three-second views, up 8,954%
Facebook views — 1,017,429, up 2,283%

Beyond the feed

On-ground coverage of iftar gatherings, meal distributions and the Muhammadiyah Health and Day Care Centre carried the same story into the community — so the people donors saw online were the people volunteers met in person.

  • Reel still: families walking to a Ramadan gathering
  • Reel still: volunteers, including children, packing food for distribution
  • Reel still: a volunteer waving beside a car during deliveries
People weren’t short of opportunities to give. They were short of reasons to connect.
Next caseCherry & Oak → Asking without connecting? Let’s find out.