Penny Appeal

Penny Appeal are a British Muslim-led Charitable organization, based in Wakefield, UK.^[1] The charity was founded in 2009 by Adeem Younis^[2]. Penny Appeal operates abroad^[3], and also provides humanitarian support domestically in the UK.

It has a number of offices and charity shops across the UK as well as sister-charity partners in the US, Australia, South Africa, Canada, Malaysia and Dubai.

Penny Appeal also manages a number of field offices across six continents, most notably in The Gambia, Pakistan and Palestine. Penny Appeal has a number of sister charities including Penny Appeal USA, Penny Appeal South Africa, Penny Appeal Canada, Penny Appeal Australia, Penny Appeal Dubai and Penny Appeal Malaysia, which carry the same branding and campaigns.

Charitable Activity[edit]

Penny Appeal provides humanitarian support in over 52 countries,^[3] as well as providing essential aid and welfare to those in the UK. Penny appeal builds wells, orphan homes and schools, provides nutrition and disaster support relief.

Penny Appeal's vision is to "Take small change and make a big difference"^[4]

In the UK, Penny Appeal runs a fostering and adoption agency, funds a number soup kitchens and support refugee settlement programmes.

In 2015, Penny Appeal has won a Guinness World Records for the longest broadcast, which raised £1.75 million through donation.^[5]

In 2017, Penny Appeal's total turnover was just over £20 million. In total, the charity has raised over £60 million, and has helped over 20 million individuals worldwide^[6]. Penny Appeal has been recognised as the largest provider of orphan care by the country's president^[7].

Faith-inspired events[edit]

Penny Appeal has created many faith inspired events. This includes the Super Muslim Comedy Tour^[8] and the Great Muslim Pantomime^[9].

In 2017, Penny Appeal premiered the hit musical Finding Fatimah, which raised over £100,000 for charity.

Winter 2017[edit]

Penny Appeal’s domestic 2017 Winter Appeal sought to raise awareness of the epidemic of loneliness amongst older people in the UK. The appeal was the first time a Muslim-led charity featured adverts on mainstream UK television. Entitled ‘As British as a Cup of Tea’^[10], the advert went on to win an Asian Media Award for Best Marketing Campaign.

Celebrity endorsements[edit]

Penny Appeal has received a number of celebrity endorsements.

Cat Stevens[edit]

In 2017, Cat Stevens supported Penny Appeal's winter emergency campaign by allowing a previously unreleased song to be used in a TV advert^[11].

James Caan (entrepreneur)|James Caan[edit]

Former Dragon Den’s star and serial entrepreneur James Caan CBE collaborated with Penny Appeal to found Penny Ventures^[12].

Amir Khan (boxer)|Amir Khan[edit]

Olympic Boxing Champion, Amir Khan opened a 10-home Orphan Village in The Gambia with Penny Appeal^[13].

Amir has also been instrumental in Penny Appeal’s UK Domestic work, having visited families affected by the 2015 floods in the North of England^[14].

Mehwish Hayat[edit]

International award-winning Pakistani actress Mehwish Hayat is an ambassador to Penny Appeal^[15].

She has also announced her participation in the 2020 London Marathon to raise funds in aid of Penny Appeal’s international education campaign^[15].

Criticism[edit]

Orphanage Closure in Gambia[edit]

The Gambian government closed down a Penny Appeal-funded orphanage run by a local Gambian partner in Yarambamba on August 12, 2020, on the basis of allegations of abuse and improper conduct.^[16]

In response, Penny Appeal appointed Barnados to conduct a 'root-and-branch' review, and no wrongdoing on the behalf of Penny Appeal has been found.

Adeem Younis suspended as chairman[edit]

After an internal dispute, Adeem Younis was suspended as chairman after Penny Appeal filed a 'serious incident report' to the Charity Commission. Adeem has since been cleared of any wrongdoing and has been reinstated after the failed attempted coup.^[17][18]

References[edit]

External links[edit]

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