UNRWA

UNRWA operates in one of the most complex humanitarian contexts in the world, serving Palestinian refugees across Gaza, the West Bank, Jordan, Lebanon and Syria. For Muslim donors, the Palestinian cause is deeply personal. But for a UN agency to credibly collect Zakat, the bar is extraordinarily high. Donors need assurance of Islamic compliance, transparency, scholar endorsement and genuine cultural understanding before they will trust an organisation with one of Islam's five pillars.

UNRWA needed more than campaigns. It needed a complete Islamic philanthropy infrastructure: audience intelligence grounded in primary research, donor personas built on real behavioural data, a stewardship strategy that could sustain relationships year-round, and Ramadan campaigns that felt authentically rooted in faith rather than opportunistically timed around it.

We began with primary qualitative and quantitative research across UK and Canadian Muslim communities, mapping donor motivations, behaviours and trust signals around UNRWA's Global Zakat Fund. It revealed distinct donor personas and the credibility and transparency requirements shaping trust.

That intelligence informed a complete Islamic philanthropy donor stewardship strategy: messaging pillars, year-round engagement, Islamic calendar activation, welcome series for Zakat and Sadaqah donors, and an optimisation framework.

Only then did we move into creative production. Across three Ramadan cycles, including the 2025 Thabat campaign, research informed human storytelling in English and Arabic across digital and TV.

UNRWA gained a complete Islamic philanthropy donor engagement infrastructure built on original primary research across two markets. The donor framework, messaging architecture, stewardship sequences and optimisation protocols give UNRWA the tools to engage Muslim donors not just during Ramadan but year-round, across different giving motivations and at different giving levels.

The three Ramadan campaigns gave UNRWA a creative body of work that communicates the organisation's mission to Muslim audiences with cultural authenticity and emotional intelligence. Research-informed creative, built on genuine audience understanding rather than assumption, produces work that resonates across markets and languages.