Planning for Ramadan part II


Interrogate your data

So following on from last month, your first Ramadan planning meeting has taken place, you’ve put together a draft plan of action. Of course you have, no doubt about it.

So, here’s the single biggest tip for a better campaign:

Most of the information you need is already in your donor data. Unlocking it is just about asking the right questions.

On the other hand, not bothering to ask means you risk wasting more of your donor’s money on the wrong communications to the wrong people. Don’t do that.

Understanding the values, frequencies and donation types, means you can target donor hotspots, when setting up search advertising or direct mail campaign (for example). Even public advertising and events planning should really be based on this information.

Segmenting the donation values into separate bands also means you can better target your asks. After all, why would you ask a donor for £100 if they’ve never given you more than £10 historically. Alternatively, why ask a high-value donor for £30?

And speaking of high-net worth donors, this exercise will tell you where they are so you can better plan your communication with them.

Just as important for your wider planning purposes is that your donor data provides key information about retention and lapsed donor rates over each year so you can build-in intelligent and timely actions to keep more of your donors for a longer period of time. It tells you where you’re going wrong.

The obvious and logical progression from this is to think about your current data acquisition processes and identify areas for improvement. Refining your donor touchpoints to maximise data acquisition should always remain a work in progress. Knowing response rates to campaigns and even specific campaign activities is key to helping you grow and become more effective. We’ll come back to this in a future piece.

Get in touch if you want help with running your data queries.

Get in touch for a Ramadan Planning template

Planning for Ramadan part I



What do you mean no?! What are you waiting for - Eid!?! You’ve less than 150 days left before Ramadan starts.

And, in case you’d forgotten, you can expect to generate beteween 40-60% of your annual income in that one month alone. So that’s a good reason to plan early. But there’s not that much time left!

Every year, about a month before Ramadan (sometimes even a few days before) loads of charities get in touch with us to see if we can ‘help them with their Ramadan campaign’. If you wait until then, you’ve left it way too late! Don’t be one of those charities.

We’ve put together a little checklist to help you stay on track this year. Get in touch and we’ll send you a copy.

But here are just 5 things to keep in mind when preparing your campaigns.

1. Review your activites from last Ramadan
What worked and what didn’t? Did you try to do too much without thinking about your resources properly, leading to burnouts and disapointments? Did your team ‘run out of steam’ as a result of too many events?

Avoid making the same mistakes again this year. Work smarter to achieve better results rather than charging at everything because that’s what everyone seems to do.

2. Review your numbers from last Ramadan
It’s important to know which channels you invested in and whether they delivered in the way you hoped.

It’s not just about ROI obviously, but you also need to know the types and amounts of donations that came in last year so you can refine your appeals accordingly. Drill down further than usual to reap more benefits. For example, by knowing more about your donor profiles or even which postcode areas the donations came from, you can make your budgets go much further.

3. Align your campaign to fit into your overall charity objectives
Every year we see so many charities just jumping around chasing funds. Ask yourselves: what do you need and why? If your appeals are not synced to your organisational objectives then this damages both your credibility as well as your future growth.

4. Set financial targets
Break the overall targets down so you know what you need to achieve from each channel. This helps you think about budgets and resource allocation to key areas such as digital display adverts and email campaigns, which achieve good returns without tying up too much resources.

5. Chase the campaign content
We all know how long it can take to get feedback from the field so allow plenty of time for all the case studies, videos, images and stories that you need. Your donors want to know what difference their money is making, not just the difference it could make.

Click Here to find out more about your Ramadan campaign packages.