Is there any point – or is it really worth it – to invest our time and energy in running any fundraising initiatives during the first 10 days of Dhul-Hijjah?
Muslims are generally aware of the great rewards in doing extra acts of worship during these blessed days, but will they be willing to support yet another fundraising campaign, particularly one that comes soon after Ramadan?
There are many reasons why a Masjid or Islamic School should consider having a fundraising campaign during the first 10 days of Dhul Hijjah, particularly if they fell short of reaching their Ramadan fundraising target two months prior.
Three reasons stand out:
Less competition – Every Ramadan we hear from almost every Muslim-run organization asking for donations, and in recent years these organizations have extended their appeal online. But many organizations overlook carrying out similar fundraising initiatives during the first 10 days of Dhul-Hijjah. Even those who do something about it, limit their initiatives to their local congregation. This means that competition is much less, particularly online!
Second chance – Has anyone of us gone through our donor database and segmented all those who donated this past Ramadan?
What about those who didn’t donate this past Ramadan, what was their percentage out of one’s full donor list? If it is a significant
percentage, then they deserve a second chance, wouldn’t you say so! Yes, it’s normal for people to react to a call to action after
multiple reminders, so you can consider Dhul-Hijjah a natural reminder for Ramadan’s call to action.Timing is better – In recent years Dhul-Hijjah would come during the summer months. We all know that in the summer routines change; kids are out of school, we spend more time outdoors, and we travel. So, it’s a bit more difficult to grab peoples’ attention and convince them to donate to a particular cause. These years however, the first 10 days of Dhul-Hijjah come ahead of the summer months. Timing can directly affect the outcome of a fundraising campaign, so having these blessed days during the school year is a big plus and a fundraising opportunity that should not be missed.
Here is a practical guide to running a 10-day fundraising campaign during Dhul-Hijjah that requires little to no planning. It is assuming Dhul-Hijjah in 2024 begins on the 7th of June.
Prepare your online and offline premises
Two days before the beginning of the campaign, make sure you’re ready!
Online
When you are actively fundraising and people are frequenting your website and social media pages more often than usual, you need to be prepared. At a basic minimum, make sure to have a:
- Clear call to action (purpose of needed funds)
- Donate button with a straightforward donation process
- Donation meter that accurately reflects your collection to date
Offline
Announce the availability to process daily donations
These days using tools that process daily donations has become very common and many people like to use them to make sure they give on every day of a particular giving season. Just make sure you offer an easy way for people to sign up for 10 daily donations and make an announcement regarding that initiative to your target audience, whether in person (such as after a congregational prayer) or online through your social media channels.
First Day of Dhul-Hijjah (expected on a Friday)
General Message
This is how much we raised this past Ramadan; we need to continue raising funds in Dhul-Hijjah to reach [Target Amount] (mention your target amount).
Mini-Fundraiser
Hold a mini-fundraiser after Jumuah prayer at your Masjid / Musalla
Friday Afternoon
- On Friday afternoon, send personal emails to all those who had not donated this past Ramadan
- Post to your social media channels about your Dhul-Hijjah campaign; make sure to mention how much was raised at Jumuah prayer
Special Appeal to Newsletter
On the first weekend of Dhul-Hijjah, you’ll want to send a special appeal to your newsletter. Make sure you mention how much has been raised so far, what your target is, and remind people why you need these funds. You can consider giving it a subject like ‘An important message from the President‘ and then have the email signed by your organization’s president.
Update the Community on the Progress of the Campaign
Make sure to do that both online (through social media) and in person (make an announcement after Maghrib/Isha prayers).
Arafah Day
General Message
Arafah day is here – please remember your Masjid/School in your dua’a and donations.
Use All Communication Channels
- Send to your newsletter
- Post on social media
- Announce after congregational prayers
Make sure you have some sort of a fundraising campaign during the first 10 days of Dhul-Hijjah as it may be what stands between you and another $20,000, $50,000, or even $100,000 that goes toward your Masjid or Islamic School project.