Marketing Effectiveness
Brand Building
Digital Video

Penny Appeal Canada is a young, faith-based charity that provides aid and development both at home and abroad. Like many Muslim charities, the bulk of their fundraising occurs during the holy month of Ramadan. We were asked to create a integrated fundraising campaign that would help them unlock a new phase of growth.


For Ramadan 2021, senior leaders at the charity set ambitious targets for growth – double donations from the previous year. Up against a market leader with a sizeable brand and donor advantage, simply asking existing donors to give more wouldn’t add up. Penny Appeal Canada would need to achieve significant growth beyond its base.

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We needed to achieve two distinct objectives in a short period of time. First, build awareness of the Penny Appeal Canada name with those who had never heard of the charity before. Second, get them sufficiently familiar with the charity’s work and nudge them to donate.

We divided our marketing activities into two separate campaigns.

We would start with a broad brand-building effort, one month before Ramadan. Our campaign would build awareness of the Penny Appeal name among a diverse spectrum of Muslims in English and French-speaking Canada and grow the pool of previously unseen re-targetable users.

During Ramadan, we would then re-target those ‘warm’ leads with specific messages promoting Penny Appeal’s charitable works and with a strong call to action to donate. We would a/b test multiple versions of our creative, to optimize our spending throughout Ramadan.

This approach reduced CAC costs significantly, and won the ROI Strategy Awards in 2021 for outstanding Return on Investment.

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For challengers brands who want to grow, contrast (or being different) is the path to critical mass. So our message, tone and look and feel sought to challenge many of the stereotypes of Muslims and conventions in the charity category.

Influencer stories
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Total donations raised during the one month of Ramadan


New previously unseen donors to the charity


Total revenue growth vs. Ramadan 2020


Increase in average donation value vs. Ramadan 2020

“Penny Appeal Canada is on a mission to change the shake up the Canadian charity space and Creative Business Company is critical to making that happen. They helped us re-think our go-to-market approach with rigorous evidence-based strategy and groundbreaking creative executions. A game-changer for our charity and trendsetter in the industry.”
Talha Ahmed
Chief Executive Officer
other work