01
100%
Giving that is website-attributed
100%
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%, driving 100% website-attributed giving, and cutting appeal publishing from 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
Giving
100% website
Ramadan share
78%
Search impressions
39.6K
Paid media
7,440 clicks
Appeal publishing
< 2 hours
Outcomes
The numbers that moved.
02
78%
Ramadan share of giving
78%
03+160%
+160%
Lighthouse performance
10→26
0498.5% faster
98.5% faster
Appeal page publishing
5–6 days→< 2 hours
05+67%
+67%
Recurring donor retention
30%→50%
06
39.6K
Search impressions (872 clicks)
39.6K
Trends
Growth, visualised.
Before vs after — key measures
BeforeAfter
Lighthouse performance10→26
Recurring donor retention30→50
Lighthouse performance score (/100) and recurring donor retention (%). Source: Lighthouse audits and client records.
Campaign share of giving (%)
Source: client donation records — 100% website-attributed for the period measured.
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
+160%
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 | < 2 hours (98.5% faster) |
| Recurring donor retention | 30% | 50% (+66.7%) |
| Duplicate donor records | Very high | Near zero (95–99%) |
| Donor records | Scattered | Single record (100%) |
| 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 Lighthouse performance +160%.
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 +160% Lighthouse performance
- iCHARMS donor CRM with 95–99% duplicate reduction
- 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.
"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 48.29% and load times improved dramatically. Giving was 100% website-attributed, with Ramadan contributing the large majority (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 from 30% to 50%, and reduced duplicate records by 95–99%.
Selected work
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