In this email, the target audience was Muslim men and women who have already signed up to Charity Right’s newsletter. They are very conscientious about donating to charity and creating a positive impact in the world, an important aspect of their faith. The aim was to encourage donors to sponsor a Hifz student’s education.

When concepting this, I began by mentioning the tragedy faced by thousands of Uyghur refugees before focusing on the impact the charity could have on their lives. By contrasting the heartbreaking pain many of these children have suffered with the inspirational story of their teacher, this email highlights the positive outcomes the charity can create, encouraging donors to take action.