Raising money has always been an essential component in forming and maintaining Muslim communities across the globe. From paying for local mosques and schools to sponsoring humanitarian initiatives, and everything in between, Muslims are well known for their generosity. However, in the past few years, much of Muslim fundraising has transitioned to the internet, with the use of websites, social media, and mass emailing.
Even though these digital means are effective, an important traditional aspect has been lost: the appeal. Personal appeals, which were once central to community-based fundraising, are now considered obsolete or irrelevant.
This blog explains the reasons why personal appeals in fundraising have been neglected and why we should bring them back.
What Are Personal Appeals in Fundraising?
As the name suggests, a personal appeal is an individually tailored, face-to-face or video call request for monetary support—often directed toward causes like Zakat eligible charities. Personal appeals may also be made over the phone, or even in written form, if they are framed in a warm and inviting manner. These appeals rely on pre-existing ties and trust among the appealing and the recipient.
Throughout history, fundraising in the Muslim society was done through:
A respected imam asking after Friday prayer.
Direct solicitations from community figures.
Formal requests for assistance circulated through letters with personal touches.
Family-to-family visits to gather support for a cause.
Unlike mass or digital campaigns, personal appeals center around connections, where the giver and asker truly see each other.
The Role of Personal Appeals in Islamic Giving
Deeds as guided by the Qur'an and Hadith explain the great virtues associated with sadaqah (voluntary charity)and the obligation of zakat (mandatory almsgiving), depict giving as more than charity and rather as a fulfilled duty and, worship in itself.
Zakah is inherently rooted in various Islamic principles pertaining to personal appeals:
The Prophet Muhammad ﷺ used to appeal personally, especially during crucial circumstances. He made requests for personal contributions to support him during Tabuk.
The first generations of Muslims (Salaf) exercised personal giving and directly responded to the needs of their neighbors and the community.
The Prophet ﷺ stressed the importance of one’s motives, sincerity, and discretion—the likeliest facets when it comes to personal appeals, as compared to tailored messages sent through digital platforms.
Thus, personal appeals stand to be practical alongside being deeply rooted in the very essence of providing within Islam.
Why Personal Appeals Are Being Forgotten Today
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Personal appeals are disregarded even when their effectiveness and virtue are obvious. Why is that?
These are some possible reasons.
Digital ease: The human touch is often missing when it comes to forwarding messages on WhatsApp, crowdfunding pages, and online donation forms as everything is digitized and fast-paced.
Post-pandemic society: The pandemic made face-to-face interactions less common, which then trickled down to society becoming accustomed to distance.
Lack of training: Many appeal fundraisers in the community don't know how to make a personal, respectful appeal.
Consequently, fundraising became less about building community and more about marketing.
Why Personal Appeals Work More Effectively
Personal appeals are among the strongest fundraising tools, especially in tight-knit or faith-based communities, despite the prevalence of digital fundraising.
Let’s discuss these reasons for the effectiveness of personal appeals.
Greater responsiveness: When asked personally, people are more likely to donate and do so more generously.
Trust and sincerity: Skepticism is decreased while shared responsibility is heightened through personal appeals.
Stronger emotional bond: When someone looks you directly in the eye and tells you why something matters, it moves not only the mind, but the heart as well.
Donor retention: People are more inclined to donate again if they feel the cause is connected to them in some way.
Requesting donations in person, even today, with everything from social media to texting at our fingertips, never goes out of fashion, and still remains incredibly effective.
How To Bring Back Personal Appeals in Muslim Fundraising
Resurrecting personal appeal does not have to mean throwing away modern day approaches. Blending old and new could increase the impact made while exploring the variety of heartfelt strategies that could take place when technology is included.
Concrete methods of bringing back personal appeal include:
Train imams and volunteers: Teach community members how to make polite and respectful appeals, whether in person or over the phone.
Organize local events: Host iftar dinners and other small youth nights that allow for casual, yet effective fundraising.
Using social media to set up a meeting, beyond that, the meeting should take place offline if using WhatsApp.
Involve youth: Let them work with their older counterparts so that they can learn how to make the appeals, which develops their confidence and strengthens their faith.
Responding to Common Myths and Concerns
Bringing back personal appeal strategies can raise valid concerns or valid myths. Below are some addressed:
“Isn’t this too time-consuming?”
Unfortunately, yes. It requires greater energy out, but the relationships formed with donors during this time will be valuable and last longer than an online one-off donation.”
“What about privacy?”
Everyone has their own mental invasions which must be respected. For instance, Islam promotes creativity in pledging assistance, and they should be made in wisdom and gentleness.
"Is it professional enough?"
Being professional does not imply having a cold attitude. Professed warmth, carefulness, and respect actually make a personal appeal, both Islamic and professional.
Personal Appeals During Ramadan and Islamic Events
Making personal appeals during Ramadan is a unique opportunity to disconnect from a person's daily schedule as the month is known for its multiplicity of gatherings. Pockets of communities. Expectation of ease is shown and hearts are always open.
Other personal appeal suggestions for Islamic events:
After Taraweeh prayers, host a small iftar meeting centered around a cause.
Eid should be a time set aside for gathering and personally relating to the would-be donor in the appeal.
The Jews' time during the appeal during the graduation of Islamic school or community service activities courses.
These contexts allow the audience to appreciate and respond on a deeper spiritual level.
Final Thoughts
In a world transformed by technology coupled with distractions and a need to message people in mass, recall retrieving something that gives life awesome, asking straightforwardly.
Personal appeals are more than just a fundraising tactic—they are a way to build trust, show sincerity, and revive the Prophetic example of heartfelt giving.
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