MuslimGiving

What MuslimGiving does

MuslimGiving is a UK-based online fundraising platform that connects registered Muslim charities, individual fundraisers, and donors globally to facilitate charitable giving aligned with Islamic values. The platform, launched in London in 2018 and headquartered at Whitechapel Road, operates with a team of 11-50 employees and serves a tri-sided market of charities, fundraisers, and donors with faith-aligned features including a Zakat Calculator using current Nisab values, Islamic charitable categories (Sadaqah, Sadaqah Jariyah, Zakat), and culturally resonant campaign storytelling. Its product surface spans a core campaign and fundraising page platform, CrowdGiving for individual causes, WhatsApp Giving via Twilio with Apple/Google Pay, regular and auto giving, embeddable donation widgets, and the November 2025-launched Make My Story Shine AI storytelling tool built on OpenAI technology.

The platform's technology stack is web-based with mobile accessibility, integrating Twilio for SMS/MMS/Chat/WhatsApp messaging, OpenAI for generative narrative creation, and standard card and wallet payment rails. The business model has been deliberately restructured toward zero platform fees: in January 2023 MuslimGiving eliminated its 5% platform fee across all UK and global charity partners, following prior removals for Regular Giving (November 2021) and CrowdGiving (2022). Direct revenue is now limited to card processing margins (1.4% + £0.20 on European cards, 2.9% + £0.20 on non-European cards), Gift Aid facilitation for UK charities, and voluntary supporter contributions. Distribution is self-serve and product-led for charities and fundraisers, community-led through UK mosque and Islamic organisation networks with seasonal Ramadan demand spikes, and direct-to-consumer via the website, mobile app, and WhatsApp. The company is privately held and founder-owned, with no disclosed external equity funding.

Name

MuslimGiving

Legal name

MuslimGiving

Website

https://muslimgiving.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

MuslimGiving is a UK-based online fundraising platform for Muslim charities, fundraisers, and donors globally. It offers zero-platform-fee donations via cards, Apple/Google Pay, and WhatsApp, plus faith-aligned tools including an AI storytelling tool and Zakat calculator.

Ownership category

akta.pro rank

Headquarters

HQ city

Wakefield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Transaction Processing Fees: Card payment processing fees deducted from donations. European cards: 1.4% + £0.20 per transaction. Non-European cards: 2.9% + £0.20 per transaction. These fees are standard industry rates for online card processing.
2. Voluntary Platform Contributions: Supporters have the option to make voluntary contributions to support platform operations and ongoing innovation. These are optional payments beyond the donation amount.
3. Gift Aid Facilitation: Facilitates Gift Aid claims for UK charities, enabling reclaim of basic rate tax from HMRC on behalf of registered charities. UK taxpayers can authorise MuslimGiving to process these claims.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

MuslimGiving runs an online fundraising platform that connects registered Muslim charities, individual fundraisers, and Muslim donors globally, enabling campaign pages, recurring giving, personal crowdfunding, and direct donations via card, Apple Pay, Google Pay, SMS, and WhatsApp. The platform is extended by branded offerings including a Zakat Calculator, Auto Giving for Ramadan budget allocation, an OpenAI-powered storytelling tool ("Make My Story Shine"), CrowdGiving for personal causes, WhatsApp Giving for messaging-based donations, and embeddable donation widgets for charity websites.

Product overview

MuslimGiving is a unified online fundraising platform that connects registered charities, individual fundraisers, and donors globally. The core platform (MuslimGiving Platform) enables campaign creation, fundraising pages, team challenges, and direct donations via multiple channels. It is extended by add-on modules including: CrowdGiving (personal/individual causes), WhatsApp Giving (messaging-based donations), Make My Story Shine (AI-powered storytelling via OpenAI), Auto Giving (automated budget allocation during Ramadan), Zakat Calculator (financial obligation calculator), Donation Widget (embeddable on external websites), Giving Levels (structured donation tiers), and Regular Giving (recurring donations). The platform supports payment via debit/credit card, Apple Pay, Google Pay, and SMS/WhatsApp, and processes donations globally with Gift Aid support for UK charities.

Differentiator

Problem solved

Functional benefit

Brands

• Make My Story Shine: AI-powered storytelling tool designed to help fundraisers and charities create compelling, impactful, and faith-aligned campaign stories using OpenAI technology.
• CrowdGiving
• WhatsApp Giving
• Regular Giving
• AutoGiving

Products and services

• MuslimGiving Platform A digital fundraising platform connecting registered charities, individual fundraisers, and Muslim donors globally; supports campaign pages, fundraising pages, team fundraising, donation widgets, regular giving, Zakat Calculator, and payments via card, Apple Pay, Google Pay, SMS, and WhatsApp.
• Make My Story Shine Generative AI storytelling tool (powered by OpenAI) that transforms rough fundraising drafts into polished narratives; supports multiple tones including Qur'anic and prophetic styles, available free to all users on desktop and mobile.
• CrowdGiving Personal crowdfunding feature allowing individuals to raise money for personal or non-registered-charity causes, with funds transferred directly to the individual's bank account; zero platform fees apply.
• WhatsApp Giving Messaging-based donation feature that lets supporters text a campaign-specific keyword to a designated WhatsApp number to give via Apple Pay or Google Pay, powered by Twilio messaging infrastructure.
• Regular Giving Recurring donation feature letting donors set up regular monthly contributions to campaigns or charities using their preferred payment method; provided free to help charities plan sustainable long-term funding.
• Zakat Calculator Interactive calculator that walks users through assets, liabilities, and computes the Zakat amount due using current Nisab values for silver and gold thresholds.
• Donation Widget Embeddable donate button and widget that charities place on their own websites to collect one-off or monthly donations, integrated with MuslimGiving's payment processing and supported charity pages.

Quantifiable outcome

• Millions of pounds raised for charitable causes
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• OpenAIcoreTechnology or Integration · 15 November 2025OpenAI provides the AI technology powering the Make My Story Shine feature, MuslimGiving's AI-powered storytelling tool for fundraising campaigns. OpenAI's secure technology enables generation of faith-aligned narratives with Qur'anic and prophetic tones.
• TwiliocoreTechnology or IntegrationTwilio provides SMS, MMS, Chat, and WhatsApp messaging services enabling MuslimGiving's Message Giving feature. Powers campaign updates, donation confirmations, and supporter engagement through multiple messaging channels.
• Virgin Money GivingminorGTM or Marketing PartnerFollowing the closure of Virgin Money Giving platform, MuslimGiving positioned itself as an alternative destination for charities seeking new fundraising platforms, actively recruiting charities affected by the VMG shutdown.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Funraise: Nonprofit fundraising software platform offering donation forms, CRM, and peer-to-peer fundraising. Targets the same UK and US charity segment with a SaaS-style offering.
• Givebutter: Modern fundraising platform with donation forms, events, and member management. Competes in the same SMB nonprofit segment with strong product-led growth motion.
• Donorbox: Online donation platform for nonprofits with recurring giving, donation forms, and event ticketing. Competes for the same charity-customer base with modern UX and Stripe integration.

Broad incumbents

• GoFundMe: Global personal and charitable crowdfunding incumbent with massive brand recognition and donor base. Competes with MuslimGiving for individual and humanitarian fundraising, though lacks faith-specific tooling.
• Human Appeal: Large UK-based Muslim charity (37,000+ donors on MuslimGiving) that also operates independent fundraising infrastructure. Comparable donor demographic and faith-aligned positioning.
• Islamic Relief Worldwide: Major international Muslim humanitarian organisation with own digital fundraising operations. Comparable faith-aligned donor base and campaign focus (Zakat, emergencies), but competes vertically rather than horizontally.
• Penny Appeal: Large UK Muslim charity with its own digital fundraising infrastructure and brand. Comparable in faith focus and target donor base, though operates as a charity rather than a platform.

Others

• Twilio (via messaging peers): Messaging infrastructure provider powering MuslimGiving's WhatsApp/SMS Giving feature. Adjacent technology enabler rather than competitor, but a critical dependency for the platform's mobile giving rails.

Direct peers

• JustGiving: UK-headquartered online charitable fundraising platform serving charities and individual fundraisers with similar campaign pages, regular giving, and donation processing. Closest direct competitor in the UK charitable giving market.
• LaunchGood: Global Muslim-focused crowdfunding platform for charitable projects, startups, and community causes. Most direct faith-comparable competitor to MuslimGiving with international Muslim donor reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/muslimgivinguk
• Facebookfacebook.com/muslimgiving
• Instagraminstagram.com/muslimgiving

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 MuslimGiving