How Empower helped Medical Aid for Palestinians raise thousands during Ramadan

Ben Matthews

By Ben Matthews

In Case Studies

Reading Time: 2 minutes

Medical Aid for Palestinians

International NGOs

What we did
Paid Media


  • Return on Ad Spend of 1.6
  • 32% reduction in cost per donation
  • 15% increase in average donation amount

About MAP

Medical Aid for Palestinians (MAP) works for the health and dignity of Palestinians living under occupation and as refugees. They provide immediate medical aid to those in great need, while also developing local capacity and skills to ensure the long-term development of the Palestinian healthcare system.

The Challenge

MAP asked empower to design, plan and execute a paid social media campaign during the month of Ramadan.

The objective was to encourage donations from those celebrating during the month, specifically from those taking part in Zakat – the compulsory giving of a set proportion of one’s wealth to charity.

MAP also wanted to reach those with an interest in other Muslim charities and an interest in medical and emergency aid.

The Approach

With an already engaged online audience MAP had a good idea of the demographics of people most likely to be concerned with events in Gaza. This, along with data from previous campaigns, enabled empower to understand what would resonate with potential donors and who those donors were likely to be.

Empower developed key audiences to target with Twitter and Facebook ads, at first targeting warmer audiences such as MAP’s current Facebook fans, then later refining those audiences as more information was collected.

Knowing what had worked previously, empower developed creatives that grabbed attention and encouraged audiences to donate, using language that would resonate with a majority Muslim audience and focusing on the need for medical aid.

Working closely with MAP, empower optimised ads weekly, ensuring audiences were not saturated with the same messages and therefore did not become fatigued.

Later on in the campaign a change in creative linked to current events further helped push donations. These continued to be targeted to those empower knew were responding positively but also to newer audiences likely to have also seen print media from MAP.

Across the entire campaign empower were deliberate in ensuring the ads worked well on both a desktop and a mobile phone. This was essential considering 75% of all donations to this campaign were made via mobile.

The Results

The campaign achieved a Return on Ad Spend (ROAS) of 1.6, which means that for every £1 MAP spent on the campaign, they received £1.60 in return – surpassing the targets set by the charity.

The campaign also reduced the cost per donation by 32% and increased the average donation amount by 15% compared to previous campaigns.

As well as generating donations, empower’s campaign also helped MAP reach more people with their message. The campaign:

  • Achieved over 1 million impressions
  • Reached over 300,000 people
  • Attracted 50,000 engagements
  • Increased MAP’s Facebook page likes by over 1,000 fans

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