In this email sequence, the target audience was Muslim men and women who have expressed an interest in Charity Right before; some were those who had donated previously and some were those who had used the ‘Night of Power’ donation system last year. They are very conscientious about donating and do so for Zakat and Sadaqah, an important part of the Islamic faith. The aim was to encourage donors to donate to Charity Right through Night of Power, a system that schedules donations for the final ten nights of Ramadan, some of the most sacred days of the year for Muslims.

When concepting this, I focused on the key benefits of blessings. As the final nights of Ramadan are the most religious in Islam, this is the time in which charitable gifts and Zakat are most commonly given. As such, I zoomed in on the dual benefit of both receiving blessings by donating as well as helping children receive an education and a healthy diet. The sequence targeted on people who had either used Night of Power before or not, before focusing on those who opened the email and didn’t sign up and those who didn’t open the original email.