How LaunchGood Activated $7.5M+ in Giving During Dhul Hijjah with Sunan

Overview

Dhul Hijjah is one of the most sacred periods in Islam—yet online giving during this time is often reduced to a single moment: Qurbani.

LaunchGood wanted to change that.

Instead of treating Dhul Hijjah as a one-day spike, the goal was to activate consistent, daily giving across all 10 days, while also motivating campaign creators to launch and promote projects within an extremely tight window.

Sunan partnered with LaunchGood to help design a campaign that made giving feel:

• Spiritually meaningful

• Easy to sustain

• Urgent without pressure

The result was one of LaunchGood’s strongest seasonal performances to date.

The Challenge

The campaign faced multiple structural challenges:

• A crowded donation landscape, dominated by Qurbani messaging

• Competing priorities from donors with limited attention

• The need to activate both donors and fundraisers simultaneously

• A short, high-stakes 10-day window

• Risk of content fatigue if messaging felt repetitive or transactional

The question wasn’t how to raise more —
It was how to reframe the entire giving mindset during Dhul Hijjah.

The Strategic Shift

Sunan helped reposition Dhul Hijjah not as a single act of sacrifice—but as a daily opportunity for reward, intention, and impact.

The Big Idea

“The 10 Best Days of the Year”

Instead of asking donors to give once, the campaign encouraged them to:

• Schedule their giving

• Automate sadaqah across all 10 days

• Multiply reward without increasing effort

Automation wasn’t framed as convenience—it was framed as intentional worship.

One decision.
Ten days of impact.
Ongoing reward.

We Built a Content Machine — Quietly Fueling the Impact

While the emails were the heart, they weren’t working alone.

Around them, we built an ecosystem:

• Reels & short videos
• Podcast episodes
• Long-form reflections and articles
• Social media carousels and quote cards
• Educational series and eBooks

All played their part in creating a 360-degree value experience — across platforms and touchpoints.

Audience Strategy

The campaign was built around two core audiences, each with distinct motivations.

Donors

• Inspired through reminders of daily reward

• Educated on automated giving as a form of consistency

• Moved emotionally through human-centered storytelling

Campaign Creators

• Energized through contests, leaderboards, and visibility

• Supported with creative direction and simplified setup

• Motivated to launch quickly and promote daily

Sunan ensured both audiences were activated without diluting the message.

Content System (Not Just Content)

Rather than isolated posts, Sunan helped structure the campaign as a daily content engine.

Each day delivered something new—but spiritually aligned.

Content Pillars Included:

• Animated explainers (Dhul Hijjah, Qurbani, daily reward)

• Hadith and dhikr reminders

• Countdown visuals toward Arafah

• Daily leaderboard updates and prize announcements

• Human Qurbani stories anchoring the second half of the campaign

Gamification wasn’t superficial—it was positioned as collective momentum for good.

Messaging like:

• “Raise. Rally. Win Daily.”

• Daily progress updates

• $195,000 in total contest boosts

• $10,000 top prizes on the Day of Arafah

Urgency was built through participation, not pressure.

Visual & Creative Direction

Sunan helped maintain strong visual cohesion across platforms to ensure instant recognition.

• Blue-to-indigo gradient as the unifying theme

• Bold, mobile-first CTAs

• Animated elements (pilgrims, phones, Qurbani visuals)

• Illustrated Reels featuring couples in ihram, children, and giving moments

• A blend of real people (founders, doctors, testimonials) and animation

• Consistent LaunchGood branding across every asset

The goal: clarity, inclusivity, and scroll-stopping simplicity.

Results

The campaign delivered exceptional impact across reach, participation, and giving.

• $7.5M+ raised during Dhul Hijjah

• 234 campaigns launched on the platform

• 2M+ donors engaged globally

• Participation from 160+ countries

• $195,000 in contest boosts distributed

• 150% increase in site traffic during the campaign window

• Thousands of Qurbanis donated through featured projects

This wasn’t a one-day spike.
It was sustained momentum across all 10 days.

The Breakthrough Insight

The success of this campaign didn’t come from louder asks.

It came from better framing.

By:

• Treating automation as worship

• Turning daily giving into a shared journey

• Giving donors a sense of participation, not pressure

LaunchGood transformed Dhul Hijjah from a transaction into a daily spiritual practice.

The Sunan Difference

Sunan’s role was to help translate sacred time into modern behavior—without losing spiritual integrity.

This meant:

• Building systems, not one-off creatives

• Aligning faith, psychology, and performance

• Designing campaigns that respect the soul of the audience

The result wasn’t just higher donations.
It was deeper engagement, broader participation, and lasting trust.