The charity digital marketing agency for reaching Muslim donors.
Strategy, paid media, tracking and donor intelligence for UK charities, planned around Ramadan, Zakat and Qurbani.
In short: Wusul is a digital marketing agency for UK charities that raise from Muslim donors. We plan fundraising around the Islamic calendar, run paid media on Meta, Google, TikTok and Snapchat, set up tracking that ties spend to donations, and use donor data to grow repeat giving. We also publish the Islamic Charity Index, which ranks 3,899 UK charities by the income they report.
Income is concentrated: the ten largest charities hold 40% of it, while most report under £100k a year. Smaller charities compete for the same donors in the same weeks, so they need sharper targeting, better tracking and a plan that starts early.
Source: Wusul Islamic Charity Index, built from Charity Commission for England and Wales data, updated October 2026.
Four services, one plan for your charity
Fundraising and Zakat strategy
Campaign plans built on how Muslim donors actually give: Zakat, Sadaqah, Qurbani, Fitrana and the last ten nights of Ramadan, planned a season ahead rather than a week before.
- Annual giving calendar
- Ramadan, Dhul Hijjah and Qurbani plans
- Zakat and Sadaqah appeal strategy
- Donor journey design
Paid media and community reach
Paid social and search on the platforms your supporters use, extended through trusted creators and community partners, with every pound tracked to a donation.
- Meta, Google, TikTok and Snapchat ads
- Influencer and community partnerships
- Server-side tracking and Meta Conversions API
Donor and audience intelligence
Who your supporters are, who is likely to give again and where the growth is hiding, from your own data plus community and market research most teams do not have.
- Donor segmentation
- Retention and lifetime value analysis
- Community and market research
- Measurement and reporting
Content and creative
Culturally native creative that respects the audience and earns trust, in English and Arabic, plus the articles and data that help your charity get found in search and AI answers.
- Campaign creative
- English and Arabic localisation
- SEO content and insights
- Data reports
Why charities choose a specialist
The calendar moves every year
The Islamic year is about eleven days shorter than the solar year, so Ramadan, Dhul Hijjah and Qurbani shift each year. Ramadan 2027 is expected to begin around 8 February. See our Islamic giving calendar.
Zakat has rules donors care about
Donors want to know whether an appeal is Zakat eligible and how it is spent. Messaging has to be accurate, and your Zakat policy signed off by your own scholars.
Trust is earned in the community
The words, faces and partners in a campaign decide whether it feels like it comes from within the community or is aimed at it.
Understand. Reach. Retain.
Every engagement runs in this order.
Understand
We start with your donor data and the audience you want to reach, then find where the growth is.
Reach
We plan the season, build the creative and run the media, with tracking in place before the first ad goes live.
Retain
We turn first gifts into regular giving and report what worked, honestly, against real donations.
What to ask a charity marketing agency
| Question | Why it matters | How Wusul answers |
|---|---|---|
| Do you know the Islamic giving calendar? | Giving from Muslim donors peaks around Ramadan, Dhul Hijjah and Zakat time. | We plan from our own Islamic giving calendar, a season ahead. |
| Can you tie ad spend to donations? | Ad blockers and privacy changes stop some browser tracking. | Server-side tracking and Meta Conversions API, reported against real donations. |
| Who writes the creative? | Tone and imagery decide trust with Muslim donors. | Culturally native creative, in English and Arabic. |
| How will you grow repeat giving? | Regular, repeat donors are the base of sustainable income. | Donor segmentation, retention and lifetime value analysis. |
| What evidence do you publish? | An agency that understands the sector can show its research. | The Islamic Charity Index and our insights. |
Built on work for leading organisations
Our team has delivered work for Human Appeal USA and Al Jazeera 360 through current and previous roles. We publish our own research on the sector: the Islamic Charity Index, the Islamic giving calendar and our insights.
Frequently asked questions
What does a charity digital marketing agency do?
It plans and runs a charity's online fundraising: strategy, paid ads on platforms such as Meta and Google, tracking that links spend to donations, creative, and analysis of donor data to grow repeat giving. Wusul does this for UK charities that raise from Muslim donors.
Do you only work with Muslim charities?
No. We work with charities that raise from Muslim donors, which includes Islamic charities and mainstream charities running Ramadan, Zakat or Qurbani appeals.
Do you help with Zakat appeals?
Yes. We plan Zakat strategy and messaging, including when to run appeals and how to explain eligibility clearly. The Zakat policy itself should be approved by your own scholars or Sharia advisers.
When should a charity start planning Ramadan?
Ramadan 2027 is expected to begin around 8 February 2027, so planning should start in the autumn before. The exact date depends on the moon sighting.
How much does a charity marketing agency cost?
It depends on the scope of work and your media budget. We scope each engagement after a short call.
Do you work with nonprofits in the United States?
Yes. See our page for nonprofits in the US.
Raising in the United States? See our nonprofit marketing agency page.