PENNY APPEAL

What PENNY APPEAL does

Penny Appeal is a UK-registered Islamic charity (Charity Commission registration 1128341; Companies House registration 06578382) founded in 2009 and headquartered in Wakefield, West Yorkshire. The organization provides humanitarian aid including water solutions, orphan care, emergency food relief, and medical aid to vulnerable communities across Asia, the Middle East, and Africa, with operational reach across at least 12 countries including Palestine, Yemen, Sudan, Pakistan, Lebanon, Bangladesh, India, Sri Lanka, Indonesia, Myanmar, and Jordan. The organization runs a portfolio of more than 20 distinct appeals aligned to the Islamic calendar (Ramadan, Qurbani, Muharram) and to specific humanitarian crises, including recurring programs (OrphanKind orphan sponsorship, Hifz Orphan Quranic education, Adopt a Gran elderly care, Thirst Relief water access, Solar Water Well infrastructure) and time-limited emergency appeals (Palestine, Sudan, Lebanon, Yemen, Pakistan Floods, Sri Lanka Floods).

Penny Appeal operates a direct-to-consumer donation model with multiple parallel intake channels: website, telephone call centre, SMS, bank transfer, cheque, and an e-commerce shop selling dates and Islamic merchandise. Donation revenue streams include Zakat (obligatory Islamic alms, on a 100% Zakat policy), Sadaqah (voluntary charity), Qurbani (sacrificial meat donations during Eid al-Adha), Fidya and Kaffarah (Ramadan atonement payments), and recurring orphan sponsorships. UK donors can additionally enable Gift Aid, adding 25% to eligible donations at no extra cost. The organization employs 101-250 staff and maintains a volunteer network (Team Orange) for grassroots fundraising.

Delivery is executed through a partner network including the Egyptian Red Crescent, the Jordan Hashemite Charity Organization (JHCO), and UNICEF, providing access to restricted geographies such as Gaza via Jordan. The organization is registered with the UK Fundraising Regulator and the Information Commissioner's Office (ZB516197), and operates from a UK headquarters at Penny Appeal Campus, Thornes Park, Wakefield. No proprietary technology platform or AI/ML capabilities are present; the organization is operationally a traditional humanitarian NGO rather than a technology-driven entity.

Name

PENNY APPEAL

Legal name

Penny Appeal

Website

https://pennyappeal.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Penny Appeal is a UK-registered Islamic charity founded in 2009, providing humanitarian aid including water, orphan care, food, and medical relief to vulnerable communities across 12+ countries in Asia, the Middle East, and Africa, funded primarily through donations from Muslim donors fulfilling Zakat, Sadaqah, and Qurbani obligations.

Ownership category

akta.pro rank

Product category

Humanitarian Aid and Charitable Services

NAICS

Grantmaking and Giving Services (8132), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Other Grantmaking and Giving Services (813219), Community Food and Housing, and Emergency and Other Relief Services (6242)

SIC

Services-Social Services (8300)

akta.pro primary industry

Faith-Based Humanitarian Aid & Relief Ministries (BPAGAJAF)

akta.pro secondary industries

Cash & Voucher Assistance (CVA) and Emergency Livelihood Support (BPAGAAAJ), Food Assistance & Safety Nets (In-Kind, Vouchers, Cash Transfers) (BPADAJAA), Grantmaking & Philanthropic Funds (Institutional Donors) (BPADAOAB)

Keywords

• Humanitarian aid services
• Islamic charitable giving
• Zakat donation programs
• Emergency relief appeals
• Orphan sponsorship programs

Headquarters

HQ city

Wakefield

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Zakat Donations: Islamic charitable giving (Zakat) is one of the Five Pillars of Islam. Penny Appeal operates a 100% Zakat policy, directing all eligible Zakat donations specifically to those who qualify under Islamic guidelines.
2. Sadaqah Donations: Voluntary charity given out of kindness and devotion, separate from obligatory Zakat. Can be one-time or recurring donations for various causes.
3. Qurbani Donations: Sacrifice donations during Eid al-Adha for the distribution of fresh meat to vulnerable families. Sold in shares starting from £24.
4. Orphan Sponsorship: Monthly recurring sponsorship programs for orphaned children, providing ongoing care and support.
5. Emergency Appeals: Time-limited fundraising campaigns for humanitarian emergencies such as floods, conflicts, and natural disasters.
6. E-commerce (Shop): Online shop selling dates and other Islamic merchandise, with proceeds supporting charitable activities.
7. Gift Aid: UK taxpayers can enable Gift Aid, allowing Penny Appeal to reclaim an additional 25% from the government on eligible donations at no extra cost to the donor.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels13 records

Core offering

Penny Appeal is a UK-registered Islamic charity that funds and delivers humanitarian aid through a portfolio of donation appeals. Its core offerings include emergency relief appeals for crisis regions, food security programs (including Ramadan iftar meals and Feed Our World), clean water infrastructure (Thirst Relief, Solar Water Wells), orphan and elderly sponsorship, and religious-observance donation programs (100% Zakat, Qurbani, Sadaqah, Fidya & Kaffarah). Aid is delivered through local partner organizations in countries across Asia, the Middle East, and Africa, funded by one-off and recurring donations from individual Muslim donors and supporters in the UK and globally.

Product overview

Penny Appeal is a UK-based Islamic charity organization operating a portfolio of humanitarian appeals and charitable programs. The core offering consists of multiple distinct donation appeals covering emergency relief (Palestine Emergency, Lebanon Emergency, Sudan Emergency, Yemen Emergency, Pakistan Floods, Sri Lanka Flood Emergency), food security (Feed Our World, Ramadan Appeal, Iftar Donation), water access (Thirst Relief, Solar Water Well), child welfare (OrphanKind, Hifz Orphan), elderly care (Adopt a Gran), religious observance (100% Zakat, Qurbani with regional variants for Asia/India/Africa, Muharram), sustainable giving (Sadaqah Jariyah), infrastructure (The Mosque Project), and education (Education First). The organization operates a 100% Zakat policy ensuring donations reach eligible beneficiaries, and provides faith-based giving options including Fidya and Kaffarah for Ramadan. Donors can give one-off or monthly donations across all appeals, with regional Qurbani options targeting specific countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Muharram Appeal

Quantifiable outcome

• 4.1 million Qurbani meals provided during Dhul Hijjah 2025 across 12 countries
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered key partner and minor.

• Egyptian Red Crescentkey partnerStrategic or Co-development PartnerHumanitarian partner for delivering aid in Egypt and the Middle East region. Egyptian Red Crescent is a key partner for Qurbani distribution to Palestinian refugees in Egypt when meat cannot be transported into Gaza.
• Jordan Hashemite Charity Organization (JHCO)key partnerStrategic or Co-development PartnerJordan-based charitable organization and key partner for delivering humanitarian aid in Jordan and facilitating aid to Palestinian refugees. JHCO is utilized for Qurbani meat distribution to Palestinian refugees in Jordan when direct delivery to Gaza is not possible.
• Molana Tariq Jamil Foundation (MTJF)minorGTM or Marketing PartnerIslamic charity organization partnered with Penny Appeal for joint charitable initiatives and campaigns.
• UNICEFkey partnerStrategic or Co-development PartnerGlobal children's organization listed as a key partner, indicating collaboration on humanitarian projects benefiting children worldwide.
• Fundraising RegulatorminorOthersUK fundraising regulatory body. If donors remain dissatisfied with complaint outcomes, they can escalate to the Fundraising Regulator at Eagle House, 167 City Road, London, EC1V 1AW.
• Information Commissioner's Office (ICO)minorOthersUK data protection regulator. Penny Appeal is registered with ICO under number ZB516197, indicating compliance with UK GDPR and data protection requirements.

Scale indicators10 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Muslim Hands: Nottingham-headquartered UK Islamic charity running similar Zakat, Qurbani, orphan sponsorship, and emergency appeals; competes head-to-head with Penny Appeal for UK Muslim donor share.
• Al-Khair Foundation: UK-based Islamic charity offering Zakat, Qurbani, food aid, and emergency relief programs with a comparable donor base and beneficiary geographies.
• Human Relief Foundation: UK-registered Muslim charity operating similar emergency response, Qurbani, and orphan sponsorship programs across the Middle East, Asia, and Africa.
• Human Appeal: UK-based Muslim charity with overlapping appeal categories (Zakat, Qurbani, Ramadan, emergency response) and similar diaspora donor targeting, making it a close direct competitor.
• Muslim Aid: UK-registered Islamic charity offering a comparable suite of Zakat, Qurbani, emergency appeals, and orphan sponsorship programs targeting Muslim donors in the UK.
• SKT Welfare: UK-based Islamic charity with overlapping appeal categories including Zakat, Qurbani, Ramadan feeding, and emergency relief, targeting a similar UK Muslim donor demographic.
• Islamic Relief Worldwide: One of the largest UK-based Islamic humanitarian charities, directly competing for Zakat, Sadaqah, Qurbani and orphan sponsorship donations across similar global beneficiary geographies.
• One Nation: UK-based Muslim charity running comparable Qurbani, Ramadan, and emergency appeal programs and competing for the same UK Muslim donor pool.

Broad incumbents

• UNICEF UK: Large incumbent humanitarian organization with broader scope and significantly greater resources; listed as a partner of Penny Appeal and competes for child-focused and emergency aid donations.
• Oxfam GB: Major UK-based international humanitarian and development NGO with broad programmatic overlap in food security, water, and emergency response; competing for UK charitable giving broadly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pennyappeal
• YouTubeyoutube.com/user/PennyAppeal
• Facebookfacebook.com/PennyAppealOrg
• LinkedInuk.linkedin.com/company/penny-appeal
• Instagraminstagram.com/pennyappeal/?hl=en-gb
• TikToktiktok.com/@pennyappeal?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PENNY APPEAL