What MAA does

MAA International (also doing business as Muslim Aid Australia and MAA) is an Australian-registered international humanitarian aid non-profit founded in 1989 and headquartered at 87-89 Rookwood Road, Yagoona NSW. It serves vulnerable communities affected by natural disasters, conflicts, and humanitarian crises across the Middle East, South Asia, East Africa, Southeast Asia, South America, East Asia, and Oceania, with active programs in Gaza, Lebanon, Sudan, Pakistan, Yemen, Somalia, Myanmar, Venezuela, Bangladesh, Syria, and the Uyghur crisis. Core programs include emergency relief, food aid, water wells, healthcare, education, shelter, sustainable development, orphan sponsorship, and a children's educational initiative (Little Seeds).

The organisation's product surface is built around a digital donation platform (maainternational.org.au), the Meals of Mercy companion mobile app on iOS and Android, a Live Distribution Tracker for real-time donor transparency, and a Zakat Calculator. It operates an "MAA Originals" portfolio of sub-brands (Meals of Mercy, Gifts of Mercy, Grocery Support, Give Friday), an MAA Advocacy subsidiary for policy and earned-media campaigns, and a full suite of Islamic giving instruments including Zakat al Mal (2.5%), Zakat al Fitr, Sadaqah, Sadaqah Jariyah, Fidya, Kaffarah, and Qurban. Donations are processed through third-party payment partners including Ezidebit, POLi, PayPal, and Stripe, with $2+ donations tax-deductible in Australia.

MAA is a registered Australian charity (ABN 23056512958, ACN 094 333 561) and an ACFID member, with programs and donations verified as Shariah-compliant by trusted Islamic scholars. Revenue is generated entirely through voluntary charitable contributions and unit-priced emergency packs (e.g., $155 Lebanon Emergency Care Pack), supported by field-partner networks that distribute aid on the ground in crisis regions. The go-to-market is direct-to-consumer via website, mobile app, social media, email, community events, and advocacy campaigns targeting individual donors in Australia and globally.

Name

MAA

Legal name

MAA International

Website

https://maainternational.org.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

MAA International (Muslim Aid Australia) is an Australian-registered humanitarian non-profit founded in 1989 that delivers emergency relief, food, water, healthcare, education, and Islamic-giving programs to vulnerable communities across at least eleven crisis-affected countries via a digital donation platform, mobile app, and field-partner network.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: MAA International generates revenue through accepting donations from individuals and organizations worldwide. Donations are directed to various humanitarian projects including emergency relief, food aid, water wells, healthcare, education, and orphan sponsorship. The organization offers Islamic giving options including Zakat al Mal (2.5%), Zakat al Fitr, Sadaqah, Sadaqah Jariyah, Fidya, Kaffarah, and Qurban.
2. Lebanon Emergency Care Pack: One-time donation product offering comprehensive care packs at $155 each, including family food staples, hygiene kits, pillows, and blankets for families of up to 4 people.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

MAA International is a registered Australian nonprofit charity that funds and delivers humanitarian aid programs worldwide through individual donations. Its core offerings include emergency relief appeals (Palestine, Lebanon, Sudan, Pakistan, Yemen, Myanmar, Somalia), Islamic giving instruments (Zakat, Sadaqah, Qurban, Fidya, Kaffarah), orphan sponsorship, food aid, water well construction, healthcare, education and shelter support, delivered through a digital donation platform including the Meals of Mercy mobile app and a Live Distribution Tracker for transparency.

Product overview

MAA International operates a platform-based charitable giving model centred on its digital donation infrastructure. The core offering consists of the Meals of Mercy mobile app for seamless donations with real-time updates, complemented by MAA Originals programs including Gifts of Mercy (a gift catalog), Grocery Support, and Give Friday recurring giving. The organisation also provides transparency tools such as the Live Distribution Tracker and a Zakat Calculator. MAA's humanitarian programmes span emergency appeals, Islamic giving instruments, essential aid categories (orphan sponsorship, food, water, health, education, shelter), and the children's education programme Little Seeds.

Differentiator

Problem solved

Functional benefit

Brands

• Meals of Mercy: Mobile app for charitable giving with real-time updates and personalized giving options
• Gifts of Mercy
• Grocery Support
• Give Friday
• Little Seeds
• MAA Advocacy

Products and services

• Meals of Mercy

Quantifiable outcome

• 500,000+ internally displaced people supported with emergency relief in Lebanon
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• ACFIDcoreStrategic or Co-development PartnerAustralian Council for International Development membership, ensuring adherence to humanitarian standards and codes of conduct. MAA participates in joint initiatives including the Declaration for the Protection of Humanitarian Personnel signed alongside 47 other Australian humanitarian organizations.
• Meals of MercycoreStrategic or Co-development PartnerMAA Originals initiative - a dedicated mobile app providing convenient charitable giving with real-time updates and personalized options. Available on iOS App Store and Google Play Store.
• Payment Processors (Ezidebit, POLi, PayPal, Stripe)coreTechnology or IntegrationThird-party payment processing partners enabling secure online donations. These processors handle the technical infrastructure for donation transactions.
• Field Partners in Crisis RegionscoreImplementation/ SI/ Consulting PartnerLocal organizations in Gaza, Lebanon, Pakistan, Yemen, Somalia, Myanmar, and other regions who receive and distribute aid supplies, providing on-the-ground humanitarian assistance.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Australian Red Cross: Australia's largest humanitarian organization with global reach through the International Red Cross network. Comparable in emergency relief and international aid delivery, but with mainstream positioning rather than faith-based niche.
• CARE Australia: International humanitarian organization focused on women and girls in crisis regions overlapping MAA's geographies. Comparable in emergency food aid and shelter programming but with secular positioning and significantly larger donor base.
• UNICEF Australia: Global children's-focused humanitarian agency working in many of the same geographies (Gaza, Sudan, Pakistan, Yemen). Comparable in emergency relief and child welfare programs, but operates at massive scale as a UN agency rather than a faith-based NGO.
• UNHCR Australia: UN refugee agency that operates at vastly larger scale across all global displacement crises including those MAA serves (Lebanon, Gaza, Rohingya). Comparable beneficiary populations and emergency-relief focus, but with multilateral mandate and much larger resource base.
• Oxfam Australia: Major international development and humanitarian NGO with active programs in many of the same conflict regions. Comparable in emergency relief focus and global footprint, but operates from a development rather than faith-based lens.
• World Vision Australia: Major Christian humanitarian NGO with similar child-sponsorship model, emergency appeals, and global field operations. Directly competes for Australian donor dollars but with faith-based positioning and substantially larger scale.

Direct peers

• Human Appeal International: UK-headquartered Islamic humanitarian NGO with comparable Zakat-compliant programs, emergency appeals, and field operations across the Middle East, Africa, and Asia. Directly competes for the same Muslim-donor demographic in Western countries.
• Muslim Aid (UK): UK-based Muslim humanitarian charity with near-identical naming and mission to MAA International. Operates similar Islamic giving programs and emergency appeals across multiple crisis regions, making it the closest brand-comparable peer.
• Islamic Relief Worldwide: A UK-headquartered Islamic humanitarian NGO operating in over 40 countries with similar Zakat/Sadaqah giving programs and emergency relief focus. Most directly comparable peer given shared faith-based humanitarian mandate, global field operations, and comparable program mix.
• Penny Appeal: UK-based Islamic-inspired humanitarian charity with similar digital-first donation model, mobile app, and Zakat-calculation tools. Comparable scale and donor-acquisition approach targeting Western Muslim diaspora.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/charitymaa
• YouTubeyoutube.com/maacharity
• Facebookfacebook.com/CharityMAA
• LinkedInlinkedin.com/company/muslim-aid-australia
• Instagraminstagram.com/charitymaa

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 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 MAA