Human Concern International (HCI) has become a leader in leveraging social media influencers to advance humanitarian causes and transform charitable fundraising. Under the leadership of Hassan Wadi, HCI has developed a model that not only expands donor reach but also maximises the impact of every dollar raised.
For many charities, traditional fundraising methods such as events and advertising campaigns can be expensive. Wadi saw an opportunity to achieve better results while strengthening the community.
“Traditional ways of fundraising can be very costly for charities,” he says. “Events usually bring a three-to-five-times return, and ads do the same. With influencers we were able to cut costs heavily, bring a ten-times-plus return on every dollar spent, and it allowed us to invest in our people and community.”
Rather than spending heavily on advertising, HCI chose to invest in Muslim influencers and content creators.
“We wanted to cut costs and invest in our own community,” Wadi explains. “Investing in Muslim influencers and content creators became the best avenue to do that.”
While follower numbers are important, Wadi says character remains the most critical factor when selecting influencers to represent humanitarian causes.
“The number one thing is character,” he emphasises. “We are very strict in who we choose to stay on our team.”
Passion for humanitarian work is equally important. “If the character is great, we then try to find people who have a passion for the work. Without these two things they will not survive in the space.”
One of HCI’s most successful campaigns was the delivery of two aid vessels to Gaza in 2025 during a period when aid access was severely restricted.
“Our content creators and imams all came together to fill and send two massive vessels of aid to Gaza from Cyprus,” Wadi recalls. “It was a big deal because this happened in the middle of the blockade where no aid was entering.”
The campaign resonated deeply because influencers were directly involved in the effort. “We travelled to Cyprus and loaded the aid ourselves, which became very special,” he says.
As online fundraising grows, donor trust remains essential. Wadi believes transparency is key.
“Our influencers are part of our team; they have titles and roles. Some are volunteers, some are paid,” he says. “There is nothing wrong with working with or paying influencers. If donors want the most of their donation to go to the cause instead of ads and events, then there isn’t anything better than influencer fundraising.”
Looking ahead, Wadi sees influencer fundraising as a growing and innovative space but warns charities not to compromise their values in pursuit of results.
“Don’t fail the test as you are seeking to grow in the space,” he advises. “Don’t pay more than what is acceptable, and don’t entertain unethical requests no matter how amazing the results can be.”
For Wadi, the formula is simple: strong character, transparency, community investment, and ethical leadership. When done right, he believes influencer fundraising is “the best, lowest-cost and highest-return form of fundraising today.”
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