To start, let me tell you that I’m currently working on identifying the top ten marketing campaigns during Ramadan. If you’ve launched a campaign and believe it was successful and deserves to be featured, please share it with us through the link below.
The Beginning Challenge
This year’s Ramadan was not much different from previous years; every season, a statement appears that casts doubt on charities and donations. But this year, the statement was bolder, and the response to it was not strong enough—as if the contestant was starting without an audience
The Competitors
The two largest platforms had the lion’s share, with each nearing 2 billion by the end of Ramadan—a record-breaking figure. This indicates that the largest portion of donations went to them, whether from major donors or small ones. What we mean here is that the doubts pushed donors toward trusted entities. In this context, the question remains: who is the most trustworthy?
Content Deviation
For the first time this year, I noticed content that I consider deviated from the context of charitable work—whether in terms of the type of advertisers or the advertising method, which drifted away from the spirit of giving and empathy.
I pause here briefly to explain the reason behind this deviation
Marketing Companies
hen the provider specializes in marketing, it doesn’t mean they’re good at content—each sector has its own characteristics and audience.
Bringing in a football player to explain that his goal wasn’t offside may be suitable to say “grab the deal” or “discount,
but don’t say “grab the donation.” People don’t donate for deals—and this is proven by studies and practices. Marketing—even if tools are similar—differs in its content and audience.
Low Return
The weak returns compared to the advertising spending led to annoying and cheap content. Some messages were even inappropriate, such as: “Want Paradise? Swipe up.” This kind of messaging is unbefitting for the charitable field. Commercial marketing practices do not suit charitable work; in fact, they are not alike at all. That’s why there are different types of marketing: commercial, charitable, social… etc.
Weak Product
Products linked to Mecca, the Haram, or water (sabeel) were the most widespread, which made other products seem weaker. Since the main driver for donations is religious, people tend to give to water, orphans, and Mecca—then Zakat al-Fitr comes last. As a result, many other products did not achieve the desired results.
Experiences
y reviewing some experiences, it was found that the performance was very weak. Although there were successful cases, success did not extend to all as usual, indicating intensified competition. Now we have winners and losers—which marks the beginning of a more intense competitive phase. I hope the competition remains among organizations themselves—not among companies—for in that case, the loser is known
Among the key success factors for some organizations
Strong Brand
Organizations with a well-known name in the market and year-round activities are the most successful—not those that only appear during Ramadan
Early Preparation
Ramadan comes every year in the 9th Hijri month, yet we are always surprised by its approach, and few prepare for it early
Internal Team
Organizations that launched their campaigns through their internal teams achieved better results due to lower costs and benefiting from their own databases and past experiences—unlike those that relied on external companies.
Conclusion
With all the marketing expenses spent during Ramadan, were the returns truly rewarding? Perhaps it’s time to look toward other seasons—or even create our own season. And here, we ask the question and await your answer:
Is Ramadan still a peak season?
🔔 واذا كنت مهتم لمزيد من النقاش ادعوك للاشتراك في قروب الحملات التسويقية عبر الرابط :
كما سعدت بالمشاركة في برنامج ( أبجورة ) في رمضان مع الصديق ابراهيم الوهيبي Ibrahim alwhibi
للاستماع : Press Here
💥 إصدار جديد ونوعي :
دراسة فنتك التبرعات لعام 2025م
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