Case Study
MANA
Each One, Reach One
A Ramadan fundraising campaign, interactive annual report, homepage redesign, and CRM migration for the only national organization strengthening African American Muslim families.
The Challenge
MANA, the Muslim Alliance in North America, was founded in 2006 by Imam Siraj Wahhaj and Imam Zaid Shakir to build what no one else was building: national infrastructure dedicated to strengthening African American Muslim families. For 20 years, a team of four people ran programs across six states with a budget of $50,000. Their ITSFAAM program (Strengthening African American Muslim Families) reaches families through three cohorts: Healthy Marriage, Youth Development, and Young Adults.
The organization had 9,000 email contacts, 492 recurring donors, and a network of 10+ partner organizations. But they had no formal fundraising infrastructure. Their donor data lived in GiveWP with no segmentation. They had never run a coordinated multi-channel Ramadan campaign. Their president, Chaplain Joshua Salaam, described the situation directly during our first strategy session: "I can support, but I'm so busy that it's hard to take the lead on things. And that's why we've been stuck as an organization with fundraising."
MANA needed more than emails and graphics. They needed a complete fundraising system: strategy, messaging, donor personas, a CRM that actually worked, an annual report that proved impact, and a campaign their small team could execute without being overwhelmed.
What We Built
A full Ramadan campaign called "Each One, Reach One." Strategy, annual report, CRM migration, emails, social media, WhatsApp, and a campaign dashboard. Everything MANA's team of four needed to run their first coordinated fundraising push.
125 donors, zero refunds. MANA's first coordinated multi-channel Ramadan campaign launched Feb 18 with strong momentum through Ramadan.
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 Donor Intelligence Dashboard
MANA had 721 donations across 161 unique donors, but no way to see the patterns. We built a custom analytics dashboard that breaks down their donor base by composition, giving frequency, revenue trends, and seasonal patterns. The Ramadan performance view shows year-over-year giving by month, so MANA's team can track how their first organized campaign compares to previous years.
Dashboard overview: $49,863 total revenue, 161 unique donors, executive summary, and revenue timeline
Donor composition: donation type split, giving level distribution, and frequency analysis
Ramadan performance: seasonality heatmap and year-over-year revenue comparison
The Annual Report
MANA had never had an annual report. We built an interactive, scrollable web experience that tells the story of 20 years of impact. The report became a trust-building tool that the campaign could reference in every email and social post. Instead of asking donors to believe in an idea, we could point them to evidence.
View the live annual reportAnnual report cover with MANA's founding story and mission
Impact metrics and organizational story
ITSFAAM program spotlights: Healthy Marriage, Youth, Young Adults
"Building What Our Communities Deserve" with organizational pillars
Community survey: 317 respondents across 27+ states
"Real People. Real Places." with Kamp Khalil spotlight
Event photography: MAS-ICNA Convention and Mascon Social
The Homepage Redesign
MANA's website hadn't been updated in years. Before driving thousands of email recipients and social followers to mana-net.org, we needed the homepage to work. The old site buried the mission, had no clear donor pathway, and didn't reflect the organization MANA had become. We redesigned it to lead with impact, connect to the Ramadan campaign, and give visitors a reason to give.
The Campaign Dashboard
MANA's team of four is spread across the country. They needed a single place where every piece of campaign content lived, organized by date and channel. The dashboard includes the full calendar, every email with subject lines and preview text, social carousels with captions, WhatsApp messages ready to send, and downloadable assets. No hunting through email threads.
Campaign overview with goal, timeline, and content calendar
All emails with banners, subject lines, and send dates
Social carousels with slide previews and captions
Full campaign calendar: launch, weekly asks, Last 10 Nights, and Eid
The Email Sequence
Emails across four campaign phases. The launch introduces MANA and the founding story. Weekly emails spotlight specific ITSFAAM cohorts: Healthy Marriage, then Youth and Young Adults. Last 10 Nights emails frame giving as sadaqah jariyah. The Eid email closes with gratitude and an invitation to sustain the impact monthly. Each email is written in Chaplain Joshua Salaam's voice.
Launch
Marriage
Youth
Last 10 Nights
Progress
Eid
The Campaign Artwork
The social carousels used real MANA photography, but the email banners and carousel covers needed something different. We developed a warm, illustrative style depicting African American Muslim family life: iftar scenes, youth outdoors, couples in conversation. Each campaign phase got its own color palette. Teal for launch, pink and teal for the marriage email, cobalt for youth, deep teal and gold for Last 10 Nights, warm sand for Night 27. The illustrations were generated with AI and reviewed with MANA's team for cultural accuracy and representation. The goal was imagery that felt specific to MANA's community, not generic stock art.
Email Banners
Each email in the sequence got a custom banner illustration matching its campaign phase and story.
Launch: Each One, Reach One
Marriage: Healthy Marriage tools
Youth: Reach One
Last 10 Nights: Sadaqah Jariyah
Carousel Illustrations
The same illustrative style carried into the social media carousel covers, with each set built around a different color palette and scene.
Campaign launch: family iftar
Youth spotlight: Kamp Khalil
Night 27: gold crescent
The Illustrations
We generated a library of AI illustrations designed to bring the campaign to life. Family iftars, marriage workshops, youth programs, community gatherings, masjid scenes. Each one was reviewed with the team for cultural accuracy and representation. The style is warm and specific: African American Muslim families in moments that reflect what the organization actually builds.
How We Worked Together
Building the Case They'd Never Made
MANA had 20 years of impact but no organized way to prove it. During our strategy session, we mapped every program, partnership, and proof point into a structured narrative. We identified five distinct donor personas and wrote specific messaging for each: longtime MANA members who needed to see the organization had evolved, ITSFAAM families who could advocate from experience, masjid leaders who needed to see MANA as a complement to their own work, general Ramadan donors who'd never heard of MANA, and board networks that could be activated through personal asks.
The Annual Report as Campaign Foundation
We built the annual report before the campaign emails. That was intentional. MANA needed a reference point that donors could visit and verify. The interactive report covers ITSFAAM's three cohorts, the partner network across six states, Kamp Khalil, the Muslim Culture Con Retreat, and the 317-person community survey that shaped their programming. Every campaign email links back to it.
Fixing the Plumbing First
MANA's donor data was trapped in GiveWP with no segmentation, no tags, and no way to track where gifts came from. Before launching anything public-facing, we migrated their data to DonorPerfect and connected it to Constant Contact so every email send could be tracked back to actual donations. We wrote a custom WordPress plugin to sync GiveWP donations to DonorPerfect in real-time, with donor matching, recurring donation support, and historical backfill. We also enabled Apple Pay and Google Pay on their donation forms and built a technical status dashboard so their team could monitor the integration themselves.
A Board That Could Fundraise
MANA's board had never done organized fundraising. Their president told us: "This is a working board that historically has never done fundraising." We built a board activation pack with personal outreach templates, a timeline of expectations, and a simple framework: each board member makes a personal gift, identifies five contacts, forwards two emails with a personal note, and shares three social posts. Specific, doable, and accountable.
From Strategy to Launch
Strategy and Discovery
Strategy session with Chaplain Joshua Salaam and MANA board member Akanke Rasheed. Mapped organizational history, donor landscape, program data, and funding goals. Identified five donor personas and the "Each One, Reach One" campaign direction.
Annual Report and Messaging
Built the interactive annual report website. Developed campaign theme, tagline, and full messaging framework. Wrote the campaign playbook with donor segmentation, vocabulary guide, and phase-based messaging strategy.
CRM Migration, Homepage, and Content
Migrated donor data from GiveWP to DonorPerfect. Connected to Constant Contact. Redesigned the mana-net.org homepage with campaign integration and donor pathways. Wrote all emails, social captions, and WhatsApp messages. Created board activation pack with outreach templates and timeline.
Creative and Production
Designed all social media carousels using real MANA photography. Created email banners for all six sends. Built the campaign dashboard with calendar, content library, and asset downloads.
Handoff and Launch
Full campaign delivered. Dashboard live. Board activated. MANA launched their first coordinated Ramadan campaign on February 18, 2026.
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Social Media and Campaign Creative
Multi-slide carousel posts spanning the full campaign. Each carousel tells a specific story: MANA's founding, the ITSFAAM marriage program, Kamp Khalil youth development, Last 10 Nights giving, and campaign progress. All photography is real, from MANA events, as directed by the campaign strategy. No AI-generated imagery.
Campaign launch
Marriage spotlight
Youth spotlight
Last 10 Nights
Progress update
Night 27 final push
Inside the Carousels
Each carousel goes deep. The slides move from hook to story to proof to ask. Here are a few inner slides showing how the narrative unfolds.