Muslim Food Bank
$500K+ Raised During Ramadan with Meta Ads
A charitable non-profit organization operating across Canada, U.S., and Nigeria
$100k+
Ad Spend
$1M+
Revenue generated
5X+
ROAS
The story
A global charity network
Muslim Food Bank & Community Services distributes halal food packages and empowers communities across Canada, the U.S., and Nigeria. Every Ramadan, they race against the clock to hit their annual fundraising targets—yet Meta’s policies prohibit direct religious targeting.
With high competition and donor fatigue setting in, they needed a fresh approach to reach supporters legally and effectively.
The Goal
Raise Donations, Sponsorships and Volunteers
The primary goal was to raise donations within 40 days, just before and during Ramadan. Secondary goals included:
↬ Recruiting local volunteers for food drives
↬ Attracting sponsorships for Ramadan Iftars
↬ Promoting Zakat-eligible donation programs to Canada based Muslim donors
The Challenges
This campaign faced several tough obstacles
Religious targeting restrictions
Meta doesn’t allow advertisers to directly target Muslims, even for halal or faith-based charity work.
Intense competition
Dozens of global nonprofits ramp up ads during Ramadan.
Donation fatigue
The target audience was already seeing countless “give now” ads.
Short campaign window
Just 30–40 days to hit annual fundraising targets.
The Strategy
We built a full-funnel Meta Ads system focused on indirect targeting, emotional resonance, and time-sensitive urgency.
Audience Targeting
Uploaded donor email lists and built 1–3% Lookalike Audiences
Used interest targeting around Zakat, Hajj, Islamic Relief, Ramadan, and Charity
Layered in behavioral signals like frequent donors, engaged shoppers, and past givers
Created custom audiences for: Website visitors Donation page viewers Video viewers Past donors
Creatives & Messaging
Emotional Creatives
Community Leaders and Imams
Tax Deduction Info
Campaign Setup
- Conversion campaigns optimized for “Purchase” (Donation) events
- Clean, mobile-first donation landing pages with PayPal, Credit Card, and Apple Pay options
- Aggressive budget spikes ($2K–$3K per day) during the final 10 nights of Ramadan (Laylatul Qadr)
Testing & Optimization
A/B tested headlines, hooks, visuals, and interest sets
Adjusted Lookalike audience sizes (1%, 2%, 3%) for scale and quality
Paused underperformers and rapidly scaled top creatives across platforms
Results in 40 Days
This campaign allowed the organization to hit its annual Ramadan donation target and expand its operations in Canada and Nigeria.
Ad Spend
Donations Raised
Cost Per Donation
ROAS
What Made It Work?
Three things drove success
The ability to deploy high-budget bursts during key nights (e.g., Laylatul Qadr) helped maximize urgency and conversions when giving intent was at its peak.
Strategic indirect targeting overcame Meta's religious ad restrictions
Emotionally resonant storytelling—featuring real people, real impact, and trusted community figures
High-intent audience segmentation and retargeting brought back non-converters efficiently
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