Mindful comms around Ramadan: what to consider (and what to avoid)
As Ramadan approaches, many communications teams want to be respectful and inclusive. That intention matters - but it isn’t enough on its own.
Where faith, culture and fundraising intersect, good intentions still need thoughtful execution. Without that, comms can slip from well-meaning into tokenistic, or even harmful.
This is a short guide for charities and purpose-led organisations on how to approach Ramadan thoughtfully - and what to avoid.
Relationships aren’t seasonal
Ramadan is a significant spiritual month, and giving is a core part of the faith. In the charity sector, that often means a noticeable shift: campaigns launch, messaging pivots, and Muslim audiences are suddenly targeted.
The problem isn’t acknowledging Ramadan - it’s what happens next.
Too often, that attention disappears again until the following year. When engagement only shows up around moments of perceived value, it becomes extractive. People notice the difference.
Trust isn’t built through timing. It’s built through relationships - and relationships don’t switch on for one month a year.
It’s more than a greeting
A yearly “Ramadan Kareem” or “Eid Mubarak” post, on its own, doesn’t equal inclusion. Those messages mean very little if:
Muslim communities aren’t visible in your comms year-round
Their voices, stories and experiences aren’t reflected
You only show up for awareness or cultural moments
Inclusion is cumulative. It’s shaped by what you do consistently, not what you post occasionally.
Daily life looks different during Ramadan
Ramadan doesn’t just affect giving. It affects daily rhythms - and that matters for how your comms land. Thoughtful teams pay attention to small but meaningful details, like:
Food-heavy content
Event timings and scheduling
Expectations around energy levels and response times
Inclusive comms often shows up in these practical choices. They signal understanding far more clearly than a well-designed graphic ever could.
Context matters
For many Muslims, Ramadan this year will be observed alongside grief, fear and ongoing trauma, shaped by war and loss that continue to affect daily life and consciousness. That context matters.
Overly celebratory or sales-led content can feel jarring in moments like this. When people are holding a lot, restraint can be a form of respect. Sometimes the most thoughtful choice is to pause - or to say less.
What good Ramadan comms looks like
When organisations do this well, their approach is rarely flashy. It’s usually:
Advice-led
Relevant to their core work
Built on real understanding, not trends
A good example is YoungMinds, who regularly share mental health advice connected to Ramadan and fasting. Their content feels grounded in purpose and genuinely useful - not opportunistic.
That kind of work doesn’t appear overnight. It comes from listening, learning, and showing up consistently.
A final reflection
If you’re comfortable marking some faith moments - like Christmas or Easter - but not others, it’s worth pausing to ask why… and to consider who your comms is really for.
This isn’t about never posting around Ramadan. It’s about approaching it with care, respect and consistency.
Respect isn’t seasonal, and neither are relationships.
