Driving Global Fundraising for Free, Life-Saving Care
Friends of Indus Hospital, Indus Development Foundation and Indus Health Network are a group of not-for-profit fundraising agencies that fundraiser to provide Indus Hospital, based in Pakistan with the ability to provide free healthcare to those in need. Indus Hospital offers free, high-quality medical care to millions in underserved communities in Pakistan. Indus sought to strengthen its digital fundraising efforts during Ramadan, a critical giving season across its USA, Canada and United Kingdom chapters and to partner with an agency that could scale fundraising efforts in non-peak months.
The Challenge
Indus Hospital was referred to BrandStar with an urgent mandate: generate donations during the highly competitive Ramadan season in March 2025. While the mission was clear, the organization lacked defined KPIs, a structured media strategy, and a long-term fundraising vision. These challenges were further intensified by a crowded donation landscape, limited existing digital audiences, and the need to drive results with a constrained budget. Key challenges included:
Breaking through during a highly saturated Ramadan fundraising period
Expanding appeal beyond local hospital support
Building awareness and driving impact with limited resources
The Solution
As Indus Hospital’s strategic partner, BrandStar designed and led an integrated, performance-driven program across multiple divisions, expanding the initial project into a full global fundraising effort.
Key components of the strategy included:
Paid Media Prospecting and Retargeting
Launched early prospecting campaigns in February to build remarketing pools ahead of Ramadan, pacing budgets strategically to maximize high-conversion windows.
Cross-Divisional Content Collaboration
Partnered with Lens End Media and BrandStar Production Co. to produce emotionally compelling video assets that significantly lifted conversion rates.
Creative and Messaging Overhaul
Refined brand positioning, optimized ad creative, and updated messaging to emphasize urgency and donor impact.
Email Marketing Execution
Built and deployed targeted email marketing campaigns to drive first- and second-touch conversions, increasing overall engagement and donor retention.
Geographic Expansion
Upsold campaigns into the UK and Middle East markets, unlocking additional donor audiences beyond the U.S.
Grant Acquisition
Secured and activated Google and Microsoft ad grants to supplement paid reach without additional cost.
The Results
Despite a highly competitive Ramadan fundraising landscape, the campaign successfully expanded Indus Hospital’s digital reach, strengthened donor acquisition efforts, and improved fundraising efficiency across multiple international markets. Strategic media optimization and creative storytelling helped turn limited resources into scalable results.
ROAS
Delivered in the month of March for Ramadan
year-over-year increase Achieved in donation volume
Raised donations from U.S. campaigns alone
increase Delivered in average donation value
Reduced year-over-year cost per acquisition
By pairing a focused Ramadan strategy with highly efficient media execution, BrandStar helped Indus Hospital break through a crowded fundraising landscape and scale U.S. donor engagement. The campaign delivered strong returns, higher donation value, and a foundation for sustained fundraising growth.
