Blog

Adapted from Shaima Dallali, written by FOSIS Student Affairs

As an Islamic Society, you’re not just a student group—you’re a force for change. Whether advocating for prayer spaces, justice for Palestine, campus policies rooted in equity, campaigns are how we turn Islamic principles into action. But how do we ensure our efforts are strategic, sustainable, and unassailable by critics? Let’s break it down.

1. The Islamic Imperative to Speak Up

Speaking against injustice is very much a concept rooted in our deen (religion).

عَنْ أَبِي سَعِيدٍ الْخُدْرِيّ رَضِيَ اللهُ عَنْهُ قَالَ سَمِعْت رَسُولَ اللَّهِ صلى الله عليه و سلم يَقُولُ: “مَنْ رَأَى مِنْكُمْ مُنْكَرًا فَلْيُغَيِّرْهُ بِيَدِهِ، فَإِنْ لَمْ يَسْتَطِعْ فَبِلِسَانِهِ، فَإِنْ لَمْ يَسْتَطِعْ فَبِقَلْبِهِ، وَذَلِكَ أَضْعَفُ الْإِيمَانِ” . [رَوَاهُ مُسْلِمٌ].

On the authority of Abu Sa`eed al-Khudree (may Allah be pleased with him) who said: I heard the Messenger of Allah (ﷺ) say, “Whosoever of you sees an evil, let him change it with his hand; and if he is not able to do so, then [let him change it] with his tongue; and if he is not able to do so, then with his heart — and that is the weakest of faith.” [Muslim]

Hadith 34, 40 Hadith an-Nawawi

Another important fact to appreciate is that we are judged on our intention and efforts, not necessarily on our results. Imagine 950 years of unwavering effort to gain only a handful of followers. Prophet Nuh (AS) did exactly this. His story teaches us that success isn’t measured by outcomes but by sincerity and efforts. Your campaign’s value isn’t rooted in ‘winning’—it’s in striving for justice and ultimately Allah’s pleasure.

Indeed, We sent Noah to his people, and he remained among them for a thousand years, less fifty. Then the Flood overtook them, while they persisted in wrongdoing.

Surah Al Ankabut, verse 14

2. Understanding Campaigns: What, why and how?

A campaign is a marathon, not a sprint. It’s sustained, organized, and designed to transform systems—not just symptoms. Here are the key differences between a campaign and a one-off event

3. From Observers to Leaders: Building a Movement

It is important to understand the difference between mobilising and organising

Organising vs Mobilising

Mobilising and organising are two interconnected but distinct approaches to collective action, each with its own purpose and methodology. While both aim to bring people together to achieve common goals, their depth, scope, and long-term impact differ significantly.

Mobilising is about rallying individuals. You can leverage existing networks, emotions and sense of urgency to drive participation. This is great for short-term gains such as visibility or momentum. However, this lacks sustainability

Organising is about building long-term capacity and sustainable power in your community. You build structures where individuals can progress from observers to community leaders (more on this below). This is about forming deeper connections, shared values and collective responsibility.

1. Observers: Students aware of your work but do not get involved.
2. Followers: Those who engage passively (e.g., liking posts).
3. Endorsers: Publicly support your cause (e.g., sharing petitions).
4. Contributors: Volunteer time/resources.
5. Leaders: Take ownership and drive the campaign.

Remember, leaders do not simply appear. They are cultivated overtime, it is like watering a seed. It only takes an observer to notice your work to become intrigued, before eventually endorsing your work. They may resonate with your mission and begin to contribute. Overtime they will feel a sense of ownership in the campaign and that is how eventually your campaign leader is born.

4. The 9-Step Campaign Strategy

Use these 9 steps to guide your strategy. Ask yourself the relevant questions and draw up an appropriate plan in accordance with it.

1. Define Your Goal: What change do you want? (E.g. a permanent prayer space).
2. Identify Your Audience: Who has the power to grant your goal? University management? Student unions?
3. Resource Analysis: What skills/funds do you have? What’s missing?
4. Craft Your Message: Tailor it to your audience’s values (e.g. ‘Prayer spaces support student well-being’)
5. Choose Messengers: Who will they listen to? Allies in faculty? Diverse student groups?
6. Delivery Strategy: How do you plan on delivering this message? Petitions, meetings, media—escalate strategically.
7. Bridge Gaps: Fill in gaps in skills by partnering with other groups or societies to deliver training e.g. Media training or negotiation training.
8. First Steps: Start small (e.g. book a meeting with the diversity officer).
9. Evaluate: Track metrics: petition signatures, media mentions, policy shifts – all to ensure you are progressing.

5. Anticipate Challenges: Escalation & Stakeholder Mapping

Your target, for example a University Vice Chancellor, will ask “Can I ignore this campaign?”. It is important therefore to have a communication plan and an escalation plan. Endeavor for healthy dialogue, however your target may not always be receptive to this. Here is an example escalation plan

• Escalation Plan:
  • Public meetings → Petitions → Open letter with faculty support → Media pressure → Protests → Peaceful sit-ins.

To maximise your action, it is key to map your key stakeholders.

• Stakeholder Mapping:
  • Prioritise high-influence stakeholders (e.g., university management) but nurture allies with high interest (e.g., student unions).
  • Map out stakeholders using the matrix below

Think about who would fit in each of these quadrants. For the example of campaigning for a new prayer room you may fill out these squares like:

• High interest + High influence → A Muslim member of University faculty who can assist you, or a sabbatical officer.
• Low interest + High influence → An uninterested Dean of your Medical school who does not deem a Muslim Prayer space as important
• High interest + Low influence → Student societies, who can be kept informed to build a backing to your campaign
• Low interest + Low influence → A student who does not use the prayer room and has no vested interested. They may be kept in the loop for the potential in becoming mobilised

Using this matrix will help you map who your key stakeholders are and how to effectively interact with each one.

6. Politically Smart Messaging: Avoiding Pitfalls

It is no myth that as an ISoc, any approach you use may leave you open for scrutiny. You want to avoid making any room for opposition voices using what you say or do as ammunition. Be as politically correct as you can be whilst not compromising on your deen.

A good structure to take in your messaging is by adopting the “Context-Relevance-Comparasion” approach. This works because it provides the facts, it paints to students how it affects them and it provides a comparison. Universities will always try and compete against each other so by using other University successes as an example, you are more likely to prompt action.

Example: E.g. Gavin Williamson (Secretary of State for Education at the time) asked Universities to adopt the IHRA definition of antisemitism or risk facing funding cuts. This impacts you by this because there are concerns that the current IHRA antisemitism definition can restrict academic solidarity for Palestine and can be used to target students and staff who are critical of Israel. XYZ University dropped this definition and saw a surge in productive dialogue and reduced tensions on campus.

Remember, the foundation of your message must be with facts

7. Case Studies: Lessons from Successful Campaigns

Inspire your members with real life examples

• Prayer Room Victory: The Islamic Medical Society (IMed) at the University of Birmingham had unsafe prayer room conditions, with a cramped space and too much queuing outside it. IMed members began to engage with the Equality, Diversity and Inclusivity department (or EDI), bringing them facts, figures and survery responses from Muslims in the Medical school. With this undeniable evidence and powerful negotiation techniques, they were able to secure two large rooms for brothers and sisters as a multifaith space. One year on from then, IMed have currently resumed talks with EDI to secure these rooms as for Muslim use only due to the obligatory nature of prayer.

Facts build credibility; partnerships build power

Campaigns may take years. Prophet Nuh (AS) teaches us: perseverance is worship. Whether you secure a prayer room today or plant seeds for tomorrow, your effort is its own victory. Ready to lead? Start with your ‘why,’ map your stakeholders, and remember: the Ummah’s strength is in its sincerity.”

Finally, always renew your intentions for the sake of Allah.

– Team FOSIS

Useful FOSIS Resources: