Case study · islamic charitiesOctober 2025

Muslim Rose Welfare

We rebuilt Muslim Rose Welfare on a faster, more secure platform with iCHARMS — cutting bounce from 65% to 48%, moving every tracked donation onto the website, and cutting appeal publishing from 5–6 days to under two hours.

WordPress RebuildiCHARMSCharity SEOGoogle Ads & GrantsManaged HostingAnalytics

client

Muslim Rose Welfare

delivered in · Partner since Oct 2025

Sector

Islamic charity

Partnership

Since Oct 2025

Platform

WordPress + iCHARMS

Donation channel

All online

Ramadan share

78%

Search impressions

39.6K

Paid media

7,440 clicks

Appeal publishing

< 2 hours

Outcomes

The numbers that moved.

01days → hours

under 2 hours

Appeal page publishing

5–6 days→under 2 hours

client workflow record

02+20 pts

50%

Recurring donor retention

30%→50%

client donation records

fully digital

Donation channel

Offline & manual→Every tracked donation online

client donation records

04largest appeal

78%

Ramadan share of giving

78%

client donation records

05+16 pts

Lighthouse performance

10→26

Lighthouse mobile audits

39.6K

Search impressions (872 clicks)

39.6K

Trends

Growth, visualised.

Before vs after — key measures

BeforeAfter

Lighthouse performance10→26

Recurring donor retention30→50

Two measures on a shared 0–100 scale: Lighthouse performance score (out of 100) and recurring donor retention (%). Source: Lighthouse mobile audits and client donation records.

Campaign share of giving

Ramadan78%
Other appeals21%
Qurbani1%

How giving splits across appeals for the period measured, all of it taken through the website. Source: client donation records. Shares of total, not a trend over time.

The full picture

Every number, in detail.

Search Console performance

Donor-intent traffic from organic search, partnership-to-date.

872

Total clicks

39.6K

Total impressions

2.2%

Click-through rate

17.2

Average position

page 2 — top 10 within reach

Google Analytics (GA4)

3.3K

Active users

23K

Event count

1,997

Organic sessions

48.29%

Bounce rate

down from 65%

Website performance

10 → 26

Lighthouse performance

+16 points, out of 100

Keyword ranking performance

Tracked donor-intent keywords — Google UK.

Keyword	Rank	Tier
importance of salah in islam	5	Top 5
benefits of qurbani	8	Top 10
donate iftar meal	10	Top 10
importance of salah	11	Page 2
ramadan donation	12	Page 2
donate eid gifts	16	Page 2
when is ramadan	17	Page 2
build a masjid	18	Page 2
iftar for poor	20	Page 2
pay zakat online	21	Page 3

Source: rank-tracking reports. Three keywords now rank in Google's top ten.

Paid media

Ad Grants drives volume at minimal cash cost; paid Google Ads targets competitive high-intent terms.

Channel	Clicks	Impressions	Spend
Google Ad Grants	5,200	190K	£1,700
Paid Google Ads	2,240	111K	£4,420
Combined	7,440	301K	£6,120

Source: Google Ads. Ad Grants CPC £0.34; paid Google Ads CPC £1.97.

Operational improvements

Metric	Before	After
Appeal publishing	5–6 days	under 2 hours
Recurring donor retention	30%	50% — +20 pts
Duplicate donor records	Very high	Near zero
Donor records	Scattered across spreadsheets	One record per donor in iCHARMS
Package enquiries	Baseline	+49%

Source: iCHARMS and client records. All gains trace back to iCHARMS replacing fragmented systems.

The brief

What we set out to solve.

Weak online visibility

Almost no presence in organic search for donor-intent keywords like 'donate iftar meal' or 'ramadan donation', with rankings deep on page 2 and beyond.

WordPress limitations

A plugin-heavy setup with security risks, very slow load times and difficult day-to-day editorial control.

Manual workflows

Appeal publishing took 5–6 days, and donor data and reporting depended on disconnected spreadsheets.

Donor data issues

Duplicate records and scattered systems meant no single source of truth across donor history or appeals, with recurring retention at 30%.

Our approach

How it came together.

A calm, four-step rhythm — we listen first, sketch in the open, build in tight loops, then tend the result long after launch.

Discovery & strategy

Workshops, an audit and a roadmap defined KPIs and aligned stakeholders before any build work began.

Technical rebuild

WordPress optimisation, a hosting migration, security hardening and a restructured CMS delivered dramatically faster load times and lifted the Lighthouse performance score from 10 to 26 out of 100.

Growth implementation

We built the SEO foundation, stood up GA4, launched Google Ad Grants and paid Google Ads, and rolled out iCHARMS for donor management.

Optimisation

Conversion tracking expansion, seasonal campaigns and content scaling — with ongoing maintenance, reporting and donor-retention work.

What we shipped

8 deliverables

Rebuilt, faster and more secure WordPress platform
Dramatically faster load times and Lighthouse performance up 16 points
iCHARMS donor CRM with duplicate records reduced to near zero
Sub-2-hour appeal publishing workflow
Charity SEO — 39.6K impressions and 3 top-10 keywords
Google Ad Grants and paid Google Ads (301K impressions, 7,440 clicks)
GA4 and Search Console dashboards
Ongoing maintenance, reporting and donor-retention support

Gallery

A look at the work.

Muslim Rose Welfare homepage — Homepage — causes front and centre

Muslim Rose Welfare Zakat calculator — Zakat Calculator — a standout landing page

Muslim Rose Welfare mobile donation page — Mobile donation journey

"Techno Serve understood our charity's needs from day one and have been responsive at every stage. The improvements to our website, donor data, and donation tracking speak for themselves."

Muslim Rose Welfare

Charity team

The story

Background

Muslim Rose Welfare is a UK Islamic charity focused on Ramadan, Qurbani, Zakat, Sadaqah and masjid projects. Techno Serve partnered with the charity in October 2025 to deliver a complete digital transformation — website rebuild, SEO, paid media, analytics, donor management and operations.

Challenge

A slow, fragile WordPress setup loaded very slowly and scored 10/100 on Lighthouse performance, with almost no organic visibility for donor-intent keywords. Appeal publishing took 5–6 days, donor data was scattered with heavy duplication, and recurring retention sat at just 30%.

Approach

We rebuilt the site on optimised WordPress with faster hosting and hardened security, then built the SEO foundation, launched Google Ad Grants and paid Google Ads, and rolled out iCHARMS for donor management. Each phase built on a stable foundation — strategy first, infrastructure second, growth third.

Outcome

Bounce rate fell from 65% to 48.3% and load times improved dramatically. Every tracked donation in the period came through the website, with Ramadan contributing the large majority at 78%. Organic search grew to 39.6K impressions and 872 clicks with three keywords now in the top ten, and combined paid media delivered 301K impressions and 7,440 clicks. iCHARMS cut appeal publishing from 5–6 days to under two hours, lifted recurring retention 20 points from 30% to 50%, and took duplicate donor records from very high to near zero.

Selected work