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The purpose of this study is to identify the demographic groups that can be targeted for donations by the cash waqf institutions for their marketing campaigns in Malaysia.

This paper uses a structured questionnaire to acquire the understanding of Malays about the existence of poverty in Malaysia and to identify the demographic groups that can be targeted for the marketing campaigns of cash waqf institutions. The sample consisted of 430 Malays respondents residing in Selangor. The study used the methodology of Baron and Kenny for mediation analysis.

The finding indicates that Malays do hold sympathies towards the poor. Further investigation shows that high-income class and female are the two demographic groups that are more sympathetic towards the poor because of their strong belief in charity.

The data collection is limited to Selangor only. However, it provides enough information about the demographic groups which is worth exploring for the future researchers in order to come up with marketing strategies related to cash waqf collections.

On the basis of findings, cash waqf institutions in Malaysia can come up with marketing strategies to attract high-income class and females as their potential donors.

The charity institution specifically cash waqf institutions in Malaysia are struggling to identify the right target groups for their marketing campaigns. This study used attribution theory to identify the target groups which is overshadowed by the previous research studies in the context of Malaysia.

The low-income groups in developing nations need microcredits to support their family needs. As banks avoid providing microcredits due to high costs, microfinance institutions are the last resort for this segment of society. The cost of borrowing for the borrowers is indeed high. However, these microfinance institutions play a significant role in financial inclusion. In Muslim countries where financial inclusion takes a hit as a portion of society does not want to indulge in usury transactions, Islamic microfinance institutions play a vital role. In this chapter, the focus is on the Islamic microfinance institutions and their role in achieving the objectives of Shari'ah (maqasid al-Shari'ah) along with the fulfillment of goal of financial inclusion. A case study of Akhuwat Foundation found that the institution offers different interest-free microcredit products along with free healthcare and clothing to the needy segment of society. In this way, not only that the financial inclusion is achieved but also the objectives of Shari'ah are fulfilled. The study provides key facts to the academia and microfinance industry in achieving financial inclusion and fulfilling maqasid al-Shari'ah altogether, in which the banking sector is lacking.