> ## Content Index > Fetch the complete content index at: https://wusul.io/llms.txt > Use this file to discover other available public pages before exploring further. # Qatar Charity Ramadan 2019 Case Study: Online Revenue Up 70% - URL: https://wusul.io/insights/qatar-charity-ramadan-case-study/ - Published: 2026-11-08T22:09:51.000Z - Updated: 2026-11-09T08:01:10.000Z - Description: How our team ran Qatar Charity’s Ramadan 2019 digital campaign: its first programmatic campaign on DV360, a hashtag that reached 70 million people in 20 countries, an app that converted three times better than the website, and online revenue up 70% on the previous Ramadan. - Author: Ahmed Saleh - Tags: Case Studies, #client-work Listen8 min · British voice In Ramadan 2019, revenue from Qatar Charity’s online platforms grew **70%** on the previous Ramadan. Our team planned and ran the digital campaign behind that season: the data, the media, the measurement and the conversion work on the charity’s websites and apps. The campaign ran under one idea,#رمضان\_أجمل\_هدية, “Ramadan, the most beautiful gift”, and it was built to do two jobs at once: reach new donors across Qatar and the region, and make giving easier for the donors Qatar Charity already had. Qatar Charity · Ramadan 1440 / 2019 · Results **+70%**revenue from Qatar Charity’s **online platforms**, compared with the previous Ramadan. **+150%**ad reach and ad views, compared with the previous Ramadan **326K**new visitors to the website **19%**conversion rate in the iPhone app, against 6% on the website **70M**people reached by the campaign hashtag, in 20 countries Qatar Charity digital campaign report, Ramadan 2019\. Growth figures compare with Ramadan 2018. ## Planning started in January, from the donors’ own data Preparation began in January, four months before Ramadan. We started with Qatar Charity’s own records: how donors had behaved in the Ramadans of 2016, 2017 and 2018, day by day and cause by cause. The pattern was the same in every year. Donations rose through the month and were highest in the last ten nights, and sponsorships and sadaqah led every other cause by number of donations. That analysis set the plan: which causes to lead with, when to spend, and which search keywords the charity had to own. Lessons from earlier campaigns went into the strategy, and the tools for analysis, ad management and measurement were booked before launch. **From January to the last night of Ramadan**How the season was planned, launched and run. *January* **Learn** - Donor behaviour in past Ramadans analysed - Lessons from earlier campaigns turned into the plan *Before launch* **Equip** - Analysis, ad management and measurement tools booked - Target search keywords chosen - Websites and apps connected to analytics *Ramadan* **Own the moment** - One hashtag for the season - Premium placements on YouTube, Twitter and Snapchat - Programmatic display and video on DV360 *Every day* **Convert** - Heatmaps on the Ramadan page - Pages and app journeys improved for conversion - Email, SMS and push to existing donors ## A first for Qatar Charity: programmatic advertising on DV360 For the first time, Qatar Charity advertised through Display & Video 360, Google’s programmatic platform for large advertisers. It let the campaign find new audiences by behaviour and by the content they were reading, cap how often one person saw the ads, show messages in a planned sequence, and keep every placement in line with the charity’s policies through DV360’s brand-safety controls. **A first for Qatar Charity: programmatic on DV360**Display & Video 360 is Google’s platform for large advertisers. The campaign used it for the first time, across eight formats. High-impact displayDisplayNativeIn-appConnected TVVideoGmail adsAudio **Behaviour**Targeting by what people do and the content they are reading, to find new audiences. **Frequency**A cap on how often one person sees the ads, and messages shown in a planned sequence. **Brand safety**Placements controlled so ads appear only next to content that fits Qatar Charity’s policies. Campaign report, slide on advertising capabilities. ![The tiled facade of the Katara Mosque in Doha, Qatar](https://wusul.io/content/images/2026/11/qc-katara-mosque.jpg) Illustrative photo: Zairon, CC BY 4.0, via Wikimedia Commons ## One idea for the season #رمضان\_أجمل\_هديةwas more than a slogan. In cooperation with Twitter in the Middle East, a dedicated emoji appeared next to Qatar Charity’s name and the campaign hashtag, and for the first time the charity’s hashtag became a trend of the season. It reached **70 million people in 20 countries** and drew 59,721 interactions. Qatar led the conversation by far, but the hashtag travelled to Saudi Arabia, Egypt, Oman, Kuwait and Turkey. **One idea for the season: #رمضان\_أجمل\_هدية**“Ramadan, the most beautiful gift”. Where the conversation happened, by platform. Twitter**48.8%** Instagram**32.9%** Facebook**17.9%** Web**0.5%** **70M**people reached in 20 countries **59,721**interactions with the hashtag **87%**of mentions in the six most active countries came from Qatar Measured with Brand24, 1 May to 5 June 2019\. Shares of interactions by platform as reported. Twitter carried almost half of the conversation and Instagram a third. Almost none of it happened on the open web: the conversation lived on social platforms. ## Buy the moment, then earn it We booked four promoted trends inside Qatar to reach the target audience and new segments. They were seen 1,574,864 times, with a 3% engagement rate. Then the campaign started to earn its own attention: Qatar Charity appeared in Twitter’s trending list in Qatar 4 times, and its apps appeared 4 times in the App Store’s trending searches during Ramadan. **Buy the moment, then earn it**Trends Qatar Charity paid for, and trends it earned. ### Paid Promoted trends in Qatar 4 Views 1,574,864 Engagement rate 3% ### Earned Times in Twitter’s trending list 4 Times in the App Store’s trending searches 4 Hashtag interactions 59,721 Campaign report. Earned trends were captured as screenshots of Twitter and App Store trending lists in Qatar during Ramadan. ## The placements every user sees Some placements reach a whole country in a day. We booked YouTube’s homepage masthead in Qatar four times, so the campaign appeared to every YouTube user in the country on YouTube’s homepage. The masthead ads were viewed **24.1 million** times and clicked 350,129 times. On Snapchat, a Ramadan filter and an interactive lens were viewed 1019 thousand times and shared at a 1.7% rate. **The premium placements**Formats every user sees: YouTube’s homepage masthead and Snapchat’s lens and filter. **24.1M**views of the YouTube masthead ads, over 4 homepage bookings in Qatar **350,129**clicks, a 1.45% click-through rate **325K**views of the campaign videos **1019K**views of the Snapchat filter (698K) and lens (321K), shared at a 1.7% rate Campaign report, YouTube masthead and Snapchat slides. Across every platform, the season ran 120 campaigns and 490 ads. The ads were viewed 50 million times and the videos 3.6 million times, and ad reach and views grew **150%** on the previous Ramadan. The social channels grew too, by about 18 thousand new followers in the month. **18K new followers in one month**New followers by platform during the campaign. Facebook**10K** Twitter**3.6K** Instagram**3K** YouTube**1.8K** Campaign report, contribution of digital marketing to follower growth. ## Where the giving happened: websites and apps Media brings people to the door. What happens next decides the result. We connected Qatar Charity’s websites and apps to the analytics platforms, watched how donors used the Ramadan page with heatmaps, and applied a growth hacking approach to pages and journeys to raise the conversion rate. The website welcomed 683 thousand visitors in Ramadan, 48% of them new. The apps told a different story. The iPhone app converted **19%** of its users and the Android app 15%, against 6% on the website: **about 3 times** the website’s rate. **The app converted three times better than the website**Conversion rate on each of Qatar Charity’s online platforms in Ramadan 2019. iPhone app**19%** Android app**15%** Website**6%** **683K**website visitors, 48% of them new **104K**app users, 82% of them on iPhone **17K**new app downloads (12K iPhone, 5K Android) Campaign report, websites and apps indicators. Each platform reports conversion in its own analytics tool, so compare the rates as directional. Our reading: the reason is not the technology. The people who open a charity’s app are usually its most committed donors, already signed in, already trusting, a tap away from giving. In Qatar, 82% of them used an iPhone. For a charity with a loyal base, the app is where Ramadan giving is easiest. ![Volunteers preparing food for distribution to people in need during Ramadan in Doha](https://wusul.io/content/images/2026/11/qc-ramadan-food-doha.jpg) Illustrative photo: Mohamod Fasil, CC BY 2.0, via Wikimedia Commons ## The direct line to donors Alongside the paid media, the campaign kept talking to people who already knew Qatar Charity: 25 app notifications, 15 emails to 80 thousand subscribers, 11 SMS messages and 10 browser notifications. **The direct line to donors**Messages sent to people who already know Qatar Charity, during Ramadan. **25**app notifications**15**emails, to 80K subscribers**11**SMS messages**10**browser notifications Campaign report, notifications and direct messages. ## The result: +70% online revenue Qatar Charity’s report describes the season as unprecedented growth: more new donors, more new visits, and revenue from its online platforms up **70%** on Ramadan 2018\. That growth belongs to the whole Ramadan effort, from the charity’s projects and teams to its brand. The digital campaign’s part in it was clear: more people reached, 326 thousand new visitors to the website, and journeys built to turn them into donors. ## Brand signals Qatar Charity is one of the best known names in Qatar, and Google Trends shows searches for it rising every Ramadan, in 2019 as in 2018\. We see no clear year-on-year lift in search, so we claim none. The brand signals of the season were different: a hashtag that trended for the first time, earned places in Twitter’s and the App Store’s trending lists, and 18 thousand new followers in a month. ## What this means for your Ramadan campaign Every charity has a Ramadan plan. These are the principles from this season that we bring to every [Ramadan campaign](https://wusul.io/insights/liverpool-fcs-ramadan-campaign-normalization-without-monetization/) we build. **Start in January, from your own data**Past Ramadans show when donors give and to what. The plan for the season should be written from them, months before the first night. **One idea for the whole season**A single hashtag, #رمضان\_أجمل\_هدية, carried the paid, earned and owned channels, and became one of the season’s trends. **Buy the moments everyone sees**YouTube’s masthead, promoted trends and a Snapchat lens put the campaign in front of the whole country at once. **Your warmest donors are in your app**The iPhone app converted at 19%, against 6% on the website. Give loyal donors the shortest path to give. **Watch how people use the page**Heatmaps on the Ramadan page and conversion work on every journey turn traffic into giving. --- *Planning Ramadan, Zakat or Qurbani for Muslim donors?* [*Book a call*](https://wusul.io/book/) *and we will show you how we would build it for you.* *About this case study: our team ran this campaign for Qatar Charity in Ramadan 2019, before Wusul was founded in 2026\. Figures come from the campaign’s digital report. Revenue growth is the report’s comparison of Qatar Charity’s online platforms with the previous Ramadan, and reflects the whole Ramadan effort, not advertising alone. Results are shown as rates, shares and counts; no money figures are published. Google Trends via DataForSEO, Qatar, weekly, 2017 to 2019, pulled November 2026.* --- ### Related reading - [Tasharuky Ramadan 2024 Case Study: 7 Charities, Donors in 39 Countries](https://wusul.io/insights/tasharuky-ramadan-case-study/) - [Education Above All Case Study: 3.5M Impressions in Qatar in 23 Days](https://wusul.io/insights/education-above-all-case-study/) - [Qatar Red Crescent Ramadan 2022 Case Study: 15.8M Ad Impressions in Qatar](https://wusul.io/insights/qatar-red-crescent-ramadan-case-study/)