The Muslim community is one of the most charitable in the United States, with Muslim Americans giving an average of $3,241 annually — significantly more than the general population's average of $1,905.
And during Ramadan, giving skyrockets.
However, reaching Muslim donors is more of an art, requiring intention, timing, and cultural fluency. Here are five surprisingly common mistakes that nonprofits make — and how to avoid missing out on this community's generosity.
1. Asking too late
Most nonprofits wait until the first day of Ramadan to launch their campaigns, when Muslim inboxes are overflowing with appeals. But Muslims plan their giving early.
Ramadan is a US$200 billion to $1 trillion global giving season, and donors enter the month with budgets, priorities, and commitments already forming. This means that your nonprofit needs to start its outreach before Ramadan. Build awareness, warm up your audience, and prepare your landing pages now, not once the month has already begun.
2. Not understanding Zakat
Zakat isn't just "Muslim charity" — it's a religious obligation and one of the Five Pillars of Islam, requiring financially eligible Muslims to give 2.5% of annual accumulated wealth to one of eight designated categories.
Donors take this seriously, and they expect nonprofits to understand it. Therefore, you should explain exactly how your programs align with Zakat eligibility, even if you're a non-Muslim organization.
When nonprofits clearly show how Zakat applies to their work and how donations will be used, Muslim donors gain confidence that their religious obligation is being fulfilled properly. That confidence builds trust, and trust is what drives donors to give.
3. Messaging that lacks cultural competence
Muslim donors need messaging that shows respect for the month, an understanding of why generosity peaks during this period, and a sincerity that transcends generic seasonal appeals. In fact, even simple adjustments like acknowledging Ramadan's spiritual significance increase conversion.
Ensure your language is rooted in mission alignment, dignity, community care, relief, education, poverty alleviation, and impact. Not "Happy Ramadan, please donate."
4. Using general donation pages
Here's the truth: Muslim donors rarely convert on generic year-round donation pages during Ramadan. They want to see the Ramadan-specific reason to give. The impact. The urgency. The Zakat eligibility if applicable.
Fundraise Up reports that culturally aligned landing pages significantly increase conversion rates, especially in Ramadan. Therefore, your nonprofit should create Ramadan-focused, mission-specific donation pages with clear impact outcomes and giving designations.
5. Ignoring nighttime giving behavior
Don't send your messages early in the morning because you're most likely whispering into a void. Ramadan donors give between 9 PM and 3 AM — often after nightly prayers or during the final 10 nights, which traditionally bring the highest giving peaks. This means that you should schedule your emails, ads, and reminders for nighttime hours, and double down in the last 10 days.
If your nonprofit wants to tap into one of the most generous donor communities in the country, now is the time to act. Audit your messaging, build your Ramadan landing page, clarify your Zakat eligibility, and prepare for nighttime giving patterns.
Muslim donors are getting ready to give with purpose; make sure your organization is ready to meet them there.