How Muslim Hands is bringing bread to Yemen this Ramadan
On the eve of Ramadan, Sahirah Javaid from Muslim Hands gives us a behind the scenes look at their successful Blessed Bakeries campaign, which has enabled them to open three bakeries in Yemen.
Ramadan is the most important time of the year for us at Muslim Hands. As a faith-based charity, this special month is where we receive the bulk of our donations from donors across the world. Though we know what projects and campaigns we will be pushing, donations from this month sets the tone of other projects that could also be implemented, to help as many people as possible, in the year ahead.
In the past year due to the generosity of our donors we have raised over £175,000 for our Blessed Bakeries campaign, which has allowed us to open three bakeries in Yemen. This will provide thousands of loaves of bread to women, children, and those with disabilities in Yemen and later Syria who have been internally displaced because of civil war.
We were able to raise a significant amount in a short space of time using a variety of strategies and platforms to increase awareness for this campaign. It was vital to work closely with our partners and colleagues on the ground in Yemen to provide us with the information we needed on the projects, beneficiary stories, images, and videos, which were all used to push this campaign to our donors.
Why Yemen is important in the Islamic faith
We used Facebook and Instagram to share photos and videos of people who were benefitting from the bread factory. We created social media posts from a religious perspective on why Yemen is important in the Islamic faith and shared content around this that many of our donors may not have been aware of. We also created targeted online adverts on Facebook and Google which encouraged our donors to donate towards the campaign. Media coverage was also obtained through radio stations and newspapers where colleagues who had been on the ground were able to share their experiences.
Reaching a range of Muslim audiences
This Ramadan we will be implementing all the above but also utilising fundraising platforms such as Just Giving – YallaGive and Launch Good that allows us to increase and build our donor reach worldwide. Translating our material to languages that are identified by our main donors has proven to be helpful, which has been achieved by having multilingual adverts on Ramadan radio stations throughout the UK and adverts in multilingual newspapers. We have also established relationships with TV channels that have a large Muslim audience base worldwide such as Islam Channel English and Urdu for fundraising and awareness purposes. We have already started distributing our Ramadan mailer to a large portion of our donors, which includes the Blessed Bakeries campaign. We are always looking at innovative ways to share our work with new audiences especially the younger generation. TikTok has been a great way to do this.