From audience research to Ramadan activation. A three-year strategic and creative partnership.
Since 2018 Oxfam GB had made efforts to engage the British Muslim community, fundraising during Ramadan and developing a Zakat policy in consultation with 13 scholars and experts. Despite this groundwork, the organisation had never officially gone to market with its Zakat policy and engagement from Muslim communities remained minimal.
The competition for Zakat donations is significant, with numerous faith-based organisations already deeply embedded in Muslim community life. For a secular charity like Oxfam to build credibility in this space required more than a campaign. It required genuine understanding of how British Muslims think about giving, trust and institutional credibility, and creative that could cut through in a crowded landscape without feeling tokenistic or opportunistic.
We began with primary audience research across qualitative and quantitative methods. Five focus groups with 24 participants explored giving motivations, trust barriers and perceptions of secular charities in the Islamic giving space. A quantitative survey of 247 British Muslims mapped Zakat giving practices, attitudes toward Oxfam and the factors that would drive or deter donation.
From this intelligence we developed Muslim audience profiles shaped through an Islamic-giving lens and a four-year Islamic philanthropy engagement strategy aligned to Oxfam's internal framework, with a year-by-year roadmap, channel recommendations, KPIs and a communication guide covering language, tone and key Islamic dates.
With the strategic foundation in place we moved into creative activation. Across three Ramadan cycles from 2024 to 2026 we developed the campaign concept, social creative, all campaign copy, video content and email communications. Every creative decision was grounded in the audience intelligence we had built, ensuring Oxfam's Ramadan presence felt culturally authentic rather than seasonally opportunistic.
of British Muslim donors cite financial transparency as the most important factor when choosing where to give their Zakat.
Internal Oxfam documents reviewed and audited
Workshops conducted with Oxfam teams
British Muslims surveyed on Zakat giving behaviour
Across 5 focus groups exploring trust, giving motivations and Oxfam perceptions
Friday’s research explored awareness, perceptions and existing relationships with Oxfam among Muslim audiences, helping identify the barriers and opportunities the Ramadan strategy needed to address.
Audience research established a deeper understanding of British Muslim attitudes and behaviours. Friday translated that intelligence into a multi-year engagement strategy, Muslim audience profiles shaped through an Islamic-giving lens, and clearer thinking around journeys and engagement. The foundation then informed Ramadan creative and campaign application.
The next Ramadan campaign built on the strategy and learning from the previous year, developing the creative through another campaign cycle.
Year-on-year growth in donations
ROAS
The strategy and creative continued to evolve through another Ramadan campaign cycle, applying fresh learning while maintaining the long-term direction.
Further year-on-year growth in donations
ROAS
2024–2026
ROAS
2024 → 2025 → 2026
Three years of research, creative and learning built a clear direction of travel.
Research, strategy and media execution for a Shariah-compliant investment platform.
View Case Study