Hyper-Personalisation at Scale

During Ramadan, when Muslims concentrate up to 90% of their annual giving into 30 days, our donors are flooded with hundreds of near-identical fundraising emails. To stand out and be remembered, Muslim Charity set out to give every supporter something genuinely different.

For Ramadan 2026, working with our partner Giving Analytics and using only a CSV export from our legacy CRM, we delivered a hyper-personalised campaign to 40,000 donors. Each received a personalised email drawing on their full history; their own dedicated website summarising their giving and impact; and, on it, a personalised audio message that greeted them by name in the AI-cloned voice of a real colleague, matched to their profile (e.g. Scottish donors heard our Scottish colleague’s voice etc).

Every element adapted to the individual: the charts, the regional map, the impact story and the copy all changed with each donor's history. A large language model wrote the words, but only around pre-checked facts, so every message was 100% accurate. Unusually, most content was about the donor, not us, leaving every supporter with something genuine to feel good about.

The results were striking. The personalised email achieved a 75% higher average donation per open than our standard emails, and the highest of any email we sent. More tellingly, donors replied to thank us, and some even telephoned to say how much it meant.

We believe this is a first for the UK charity sector, and proof of what a small, ambitious charity can now achieve.