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Islamic charity marketing agency

You have $10,000 a month of free advertising. Most charities use almost none of it.

Kwayse is a marketing agency for Muslim brands and charities. We manage Google Ad Grants, fix donation pages that lose donors, and plan Ramadan appeals twelve weeks out rather than three.
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About Ad grants
  • Muslim owned and Muslim led
  • Est. 2019
  • Trusted by 150+ Muslim Brands
Google Ad Grants Per month
$10,000
Free Google Search advertising available to eligible nonprofits every month
Google Ad Grants · $329 a day
5%
Minimum click-through rate an account must hold, or Google deactivates it
Two consecutive months below and it goes dark
Free money, with rules most charities quietly break

● The Problem with Islamic Charity Marketing

The money is there. The infrastructure is not.

Muslim charities in the UK raise extraordinary sums in a few weeks of the year. Most of the digital work that should support it is either missing or set up once and never touched again.

01

An Ad Grant barely being used

Either never applied for, applied for and never set up, or set up years ago and quietly deactivated for a compliance rule nobody was watching.

02

Donation pages that lose people mid-gift

Too many steps, no suggested amounts, Gift Aid buried, no recurring option offered at the right moment. Every one of those is a donor who intended to give and did not.

03

Ramadan planned three weeks out

The single biggest fundraising period of the year, and the campaign gets built while it is already happening. Ramadan also moves eleven days earlier annually, so last year’s calendar is already wrong.

04

Agencies that do not know the sector

Zakat and sadaqah are not the same thing and cannot be marketed the same way. Explaining that to a generalist agency, every time, is exhausting and expensive.

● Google Ad Grants for Islamic Charities

Ten thousand dollars a month, if you can keep it.

What the grant actually is

Monthly credit
$10,000
Daily budget
$329
Cost to you
£0

The credit applies to Google Search ads only, and the same programme rules apply in the UK as everywhere else. Verification for UK charities now runs through Goodstack rather than TechSoup.

The rules that get accounts deactivated

5% click-through rate Account-level, every month. Two consecutive months below it and Google temporarily deactivates the account. This is the single most common reason charities lose the grant.
Conversion tracking Must be set up and reporting at least one meaningful conversion a month. A homepage visit does not count. Donations, volunteer signups and enquiries do.
Smart Bidding Required on most accounts. Manual CPC is no longer permitted for accounts created after April 2019.
Keyword quality No single-word keywords, no overly generic terms, and nothing sitting at a quality score of 1 or 2. "Donate to orphans in Gaza" works. "Charity" does not.
Active management Log in at least monthly, complete the annual programme survey, and maintain geo-targeting and sitelinks. Dormant accounts get deactivated with no grace period.

None of this is complicated. It is simply ongoing work that nobody at most charities has been given the time to do, which is why so many grants sit at a fraction of the available spend or stop working altogether.

● Donation pages

The gift is decided before the page loses it.

Someone reaches your donation page because they have already decided to give. Everything from that point is yours to lose, and most pages lose a meaningful share of it.

01

Suggested amounts that mean something

£30 feeds a family for a week. Concrete outcomes attached to specific figures raise both the completion rate and the average gift.

02

Gift Aid asked for properly

Twenty-five pence in every pound, and it is routinely lost to a buried checkbox or a form asking for an address at the wrong moment.

03

Monthly offered at the right point

A recurring donor is worth many times a single gift. When and how the option appears decides whether anyone takes it.

04

Zakat handled separately

Zakat, sadaqah and lillah are different intentions with different rules. A single generic donate button ignores that and costs you gifts.

05

Fewer steps, faster page

Most donation flows ask for more than they need and load slowly on a phone during a fundraising dinner. Both are fixable.

06

Trust where the decision is made

Charity number, where the money goes, previous impact. Not on an about page, but beside the button.

● Ramadan appeals

Twelve weeks out, not three.

Most of your year’s income arrives in one month. The work that decides how that month goes happens long before it starts, and Ramadan moves eleven days earlier every year, so last year’s timetable is already out of date.

12 weeks out

Plan and prepare

Appeal strategy, campaign structure, budget planning, and the technical work on donation pages and tracking before any traffic arrives.

8 weeks out

Build

Landing pages per appeal, creative, ad copy, email sequences and the Ad Grant campaigns that will run alongside paid.

2 weeks out

Warm up

Early giving content, donor list reactivation, retargeting audiences built and tested while the cost of reach is still low.

Ramadan

Run and optimise

Daily management through the month, with the last ten nights planned and resourced separately because that is when most of it happens.

● Why Muslim Brands Choose Kwayse

What an Islamic charity marketing agency should already understand

The technical work is the same as any other sector. What changes is a deep understanding of the calendar, the categories of giving, and the donor.

Zakat is not a donation

It is an obligation with rules about who may receive it. Zakat, sadaqah, lillah, kaffarah and fidya are separate intentions and need to be presented as such, not merged into one donate button.

Your year has one peak, and it moves

Ramadan and the last ten nights. Eleven days earlier every year. We plan against the Hijri calendar rather than the retail one.

Ad Grant compliance is ongoing work

The 5% click-through rate, keyword quality, conversion tracking and monthly activity. We manage it as a live account rather than setting it up and walking away.

We fix the page before we send traffic to it

Sending grant traffic to a donation page that loses people is the most expensive free advertising there is. Conversion comes first.

Muslim owned and Muslim led

You will not spend the first month explaining your organisation, your donors or your sensitivities to an agency that has never encountered them.

Reported in donations, not clicks

Impressions and click-through rates matter for compliance. They are not the report. Gifts, average donation and recurring signups are.

● Islamic Charity Marketing Pricing

Charity Marketing Prices.

Clear upfront starting prices for our Muslim charity marketing services. Exact scope changes the figure so please Book a 15 Minute Call for an exact quotation.

Digital audit

£500

One week. Donation page review, Ad Grant account health and compliance check, tracking verification and a prioritised plan. Credited in full against the work if you go ahead within 30 days.

Google Ad Grants management

from £500/mo

Application support where needed, account build, campaign structure, ongoing compliance and monthly reporting. The advertising credit itself costs you nothing.

Donation page overhaul

from £2,500

Donation flow, suggested amounts, Gift Aid capture, recurring giving, zakat and sadaqah separation, mobile and speed. Three to four weeks.

Ramadan appeal campaign

from £1,500

Planned twelve weeks out. Strategy, landing pages, creative, paid and grant campaigns, email and daily management through the month.

Growth retainer

from £500/mo

SEO, paid media, ongoing conversion work and monthly reporting. Scoped to the size of your organisation and the work involved.

Prices in GBP, excluding VAT. Ad Grant advertising credit is provided by Google at no cost.

● Muslim Social Media Management Agency Questions

Before you get in touch.

Are we eligible for a Google Ad Grant?

Most registered UK & US charities are. You need to be a recognised charitable organisation, hold a functioning website with substantial content, and agree to the programme policies. Government bodies, hospitals and schools are generally excluded. Verification runs through Goodstack. We can check eligibility on a call in a few minutes.

Usually, yes. Most deactivations come from the 5% click-through rate rule, broken conversion tracking or dormant accounts. The account is brought back into compliance and a reinstatement request submitted. We have to fix the underlying cause, or it happens again.
Often. The grant covers Search only and has real constraints, so it works best for evergreen demand from people already looking for a cause like yours. Paid campaigns cover the time-sensitive Ramadan push, wider reach and formats the grant does not include.
Ideally twelve weeks before Ramadan begins to give enough time to properly plan and set-up a successful campaign. Anything beginning in the final month is reacting rather than campaigning.
Yes, and they should be. They are different intentions with different rules about who may receive the funds, and presenting them as a single donation option costs you gifts from donors trying to give correctly.
Yes. We work with organisations across the UK, Europe, the Gulf and North America, and deliver in English, French and Arabic. The Ad Grants programme operates in over 50 countries with the same rules.

● Muslim Marketing Services

What usually comes with it.

Google Ads

Paid campaigns alongside the grant, for Ramadan and time-sensitive appeals.

Conversion optimisation

The same work applied to donation pages rather than checkouts.

Platform development

Donor systems, campaign management and custom giving platforms.

● Next Step

Let's talk about increasing your donations.

Book a 15 minute call. We’ll discuss your charity marketing services and tell you honestly if we can help you or not.

Book a 15 minute call