Donation Platform Givematch Supersizes Donations This Ramadan

Givematch, the donation-matching tech platform, has launched their first Ramadan campaign to give British Muslims a smart, social and fun way to fulfil their charity goals during the month. 

Ramadan is a hugely popular time for charity giving, and it’s estimated that £150m will be donated by British Muslims. But the charity scene during Ramadan has remained fairly stagnant over the last decade with charities facing a 'race to the bottom' by promising 100% donation policies to attract donations. 

Givematch worked with mud orange to launch their Ramadan campaign 'Moment for more', the most disruptive charity Ramadan campaign seen in the UK. Ramadan is a time when life goes on steroids. There’s more getting together with friends and family, more prayers, more giving, more blessings, and ironically more food! 

The campaign doubles down on this cultural insight, showing that British Muslims can supersize their Ramadan through Givematch. The creative uses language and terms synonymous with Ramadan giving such as Donation Policies, Zakat & Sadaqah, but flips it on its head to flaunt the power of donation matching. Injecting a fun tech flavour to disrupt the outdated approach most charities take during the season.

The adverts will run across: OOH nationally + across the TFL network, and social media channels including Instagram, TikTok, YouTube and Facebook. 

This campaign is a continuation from Givematch’s Christmas campaign, GOGOF, which pokes fun at the commercial sales messages from retailers and gives consumers the best Christmas (charity) deal in town.

Ala Uddin, executive creative director at mud orange, said, “Givematch is an innovative tech brand that is shifting the way people donate to charities by making giving social. So we needed to interpret one of the biggest British charity moments in a way that expressed the brand’s purpose and spoke directly to British Muslims in a relatable way, while cutting through the sea of sameness we see from all other charities. Ultimately, we’re proud to have crafted a creative treatment that embodies the fun Givematch promises to deliver to donors”. 

Uzair Patel, chief commercial officer at Givematch, said, “In our first Ramadan campaign we had to give it due attention to get it right in a festive moment that’s intertwined with religion. In our recent study, we found that 75% of British Muslims wish brands catered to Ramadan the same way they do for Christmas, so we’re proud to have produced a campaign that departs from the stereotypes most brand activity resort to and engages a new cohort of donors”.