Case Study
AMC
The Care Behind the Care
A campaign and interactive annual report that helped the Association of Muslim Chaplains show its members what they've been building.
The Challenge
The Association of Muslim Chaplains is the only national professional organization for Muslim chaplains in the U.S. Over 250 members serve across hospitals, prisons, campuses, the military, and community settings in 40+ states and Canada. They train chaplains, set professional standards, and connect a scattered profession into a real network.
Their problem: chaplaincy is invisible to most donors. Unlike a masjid or humanitarian org, AMC's work is indirect. They equip the helpers, not the helped. The word "chaplaincy" itself is unfamiliar in many Muslim communities. AMC had never run a formal fundraising campaign before, and with a new Executive Director just coming on board, this Ramadan was the moment to change that.
They needed the full package: messaging that could explain what chaplains actually do, content that would re-engage their membership base, and an annual report that would show members the value of what AMC has been doing. The goal wasn't just dollars. It was laying the groundwork for a long-term fundraising operation they could build on year after year. Eight weeks to build everything.
What We Built
AMC's first-ever coordinated campaign. The focus: show members what chaplaincy looks like at scale, and build the infrastructure to fundraise for years to come.
The Campaign Playbook
Every campaign starts with a playbook. This is the strategic document we build before writing a single email or designing a single graphic. It gives the entire team a shared language, clear targets, and a phased plan they can follow without needing us in the room.
The Campaign Dashboard
A central site where the AMC team could access every campaign asset: emails, social posts, WhatsApp messages, the content calendar, and donation page copy. Built so they could self-serve without digging through email threads.
Campaign overview with 4-phase timeline and content calendar
All emails with subject lines, preview text, and direct links
Social carousel posts with captions and slide previews
The Email Sequence
Emails from pre-Ramadan through Eid. Each one built around a real chaplain story: a corrections chaplain advocating for incarcerated Muslims, a community chaplain working through trauma remotely, a campus chaplain at MIT guiding a student through a faith crisis. We conducted original interviews to source these stories.
Pre-Ramadan launch
Healthcare chaplaincy
Last 10 Nights
Eid
The Annual Report
Alongside the campaign, we built AMC's 2025 annual report as an interactive website. It covers letters from the Executive Director and President, membership data, a photography gallery from the 2025 conference and retreat, program highlights, and financial transparency.
The centerpiece: an interactive map showing 250+ chaplain locations across 40+ states and Canada. We turned AMC's raw membership spreadsheet into a visualization that makes their national reach tangible in a way numbers alone can't.
View the annual reportAnnual report cover with conference and retreat photography
Interactive map: 250+ chaplains across 40+ states and Canada
Membership breakdown across five chaplaincy cohorts
Board retreat photography and field-defining work
Blue Ridge Mountains retreat with chaplain testimonial
Conference programming and 2026 plans
The Research
Fundraising for chaplaincy required explaining what chaplains do and why it matters. We conducted original interviews with chaplains and physicians who work alongside them. These stories became the backbone of every email, social post, and the annual report itself.
"I see people who society has thrown away. I feel like it's my job to be that supporting cast for them, to help build them back up."
Imam Dr. Salahuddin Muhammad, Corrections Chaplain
"It's the best thing I do. The thing that kept me coming back. Knowing that I could make a difference in somebody's life in this way."
Nada El-Alami, Education Chaplain at MIT
"Chaplains are story catchers. They collect some of the most intimate, deep, meaningful stories of people."
Dr. Ramy Salah, Palliative Care Physician
"89% of Muslim patients wanted Islamic end-of-life care. Less than 9% actually received it."
Dr. Aasim Padela, Emergency Medicine Physician and Bioethicist
How We Worked Together
Making the Invisible Visible
The biggest challenge was translating "we equip chaplains" into something a donor connects with emotionally. We solved it through real stories: a chaplain in a federal prison cell, a physician describing the care gap, a student at MIT questioning their faith. Every piece of copy led with a scene, not a statistic.
Interview-Driven Content
We conducted in-depth interviews with chaplains and healthcare professionals, then turned each one into a comprehensive analysis. The stories fed directly into the email sequence, social posts, and annual report. The research didn't just inform the campaign, it became the campaign.
Two Projects, One Identity
The Ramadan campaign and the annual report were separate deliverables, but we designed them to reinforce each other. Same color palette (navy and teal), same messaging framework, same stories. When a donor reads the annual report and then gets a campaign email, it all feels like one organization speaking clearly.
Building for a First-Time Team
AMC had never run a Ramadan campaign. The board activation playbook included scripts, WhatsApp message templates, and a tracking spreadsheet. The campaign dashboard gave anyone on the team direct access to every asset, with no bottleneck.
What We Delivered Beyond the Contract
The original scope was a campaign and annual report. We ended up conducting in-depth chaplain video interviews, researching direct mail vendors and pricing, writing a post-campaign report with next steps, and adding text message templates on top of the WhatsApp content. The work expanded because the campaign needed it.
Eight Weeks, Start to Finish
Discovery and Interviews
Proposal accepted, kickoff. Conducted chaplain interviews. Researched AMC's membership data and donor history. Drafted the messaging framework and campaign theme: "The Care Behind the Care."
Creative Production
Wrote the full email sequence and social carousel posts. Generated campaign artwork. Built the interactive campaign dashboard. Delivered the first round to the client.
Annual Report
Built the interactive annual report with an interactive map of 250+ chaplain locations. Integrated photography from the 2025 conference and retreat. Built the chapter navigation and responsive layout.
Feedback and Revision
Refined all copy based on client feedback. Polished messaging and visuals across the campaign and annual report.
Deployment
Campaign dashboard and all assets delivered. Emails loaded and scheduled. Social posts delivered with captions and hashtags. Full handoff for Ramadan launch on Feb 21.
You are very much in my duas for making this Ramadan much easier for me.
Zakia Haque
Executive Director, Association of Muslim Chaplains
"I like the tone of the emails. I like the length of the emails. I like the flow of them. Happy to put my name to them."
Zakia Haque, on the email sequence
"The messaging is clear and it's strong. Every one of those lines is worthy of being used at some point."
Zakia Haque, on the campaign concepts
"I can't tell you the number of times that the need for such a thing has come up. It's really invaluable."
Zakia Haque, on the chaplain locations map
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