I was drawn to Dr. Tarek Al-Ahmari during my follow-up to his enriching account on the Snapchat platform, where I am accustomed to finding a deep and simplified reading of numerical data and technological transformations. This piqued my interest in the 'Saudi Internet 2024' report issued by the Communications and Space Technology Authority; I found it rich in content that deserves an analytical reading directed at the non-profit sector, especially charitable organizations, to grasp how these digital indicators can be transformed into actionable opportunities to create a broader social impact.

Executive Summary (For Decision Makers)

  • Near-Total Penetration: 99% of the population uses the internet; digital channels can effectively reach nearly the entire community.
  • Peak Timing: Usage peaks on Saturday between 9–11 PM; this time frame is “hot” for donations and campaigns.
  • Mobile First: 99.4% use the internet via mobile phones; every digital experience must primarily be designed for mobile devices.
  • Online Buying Behavior: 74% shop online, with 93.1% from local sites; high local trust that associations can convert into local donations.
  • AI for the General Public: 21.5% of users employ AI tools; your audience has now become accustomed to “digital assistants.”
  • Video Without Speed Worries: Average download speed for 5G is 318.6 Mbps, and mobile internet is 129.2 Mbps; video and live streaming are practical options.
  • Massive Data Consumption: 48 GB/month per mobile user—3 times the global average—justifying investment in visual content.
  • Trust in Saudi Identity: Growth of Saudi domain names by 25% (8 times the global rate) totaling ~71,000 domains; an opportunity to build credibility through .sa domains.

Why Does This Matter to Charitable Organizations?

These figures mean that the digital channel is not supplementary; rather, it has become the shortest route to impact: for reaching out, collecting donations, providing services, and building institutional trust.

1) Smart Timing Targeting

  • Post and request donations during peak hours: Saturday 9–11 PM.

    Apply this in urgent donation campaigns, introductory broadcasts, and newsletters.

  • Plan for a light morning version before working hours and a heavy evening version during the peak, with retargeting for those who saw the morning messages but did not donate.

2) Mobile as the Interface

  • Design goals: Low Time to Interactive (TTI), a maximum of two-step donation models, clear buttons, and readable Arabic font.
  • Monitor donation completion rates via mobile versus desktop, and work on troubleshooting any issues/leaks in the process. 99.4% mobile is not just a decorative figure; it is an operational priority.

3) Convert Local Purchase Trust into 'Local Donations'

  • Since 93.1% of online purchases go to local sites, design a local identity donation portal (.sa domain, Arabic interface, local payment methods) and promote stories of “impact within the community.”
  • 74% already shop online; this behavior is ripe for conversion into non-profit support through an e-commerce-like UX (donation basket, remembering donor details, periodic reminders).

4) Embrace Video and Live Streaming

  • High 5G and mobile internet speeds allow for live streaming of the organization's events, filmed beneficiary stories, and “Hour Challenge” campaigns to gather donations.
  • 48 GB/month as average consumption per individual means readiness for consuming longer and more repeated visual content.

5) Make .sa Domain Part of Your Trust Strategy

  • Growth of 25% (×8 globally) and ~71,000 Saudi domains is evidence of users' sensitivity to local identity; invest in domain names for your programs (e.g., zakat.yourorg.sa) to enhance trust and conversion.

6) Actual Audience Channels

  • Most used social apps: WhatsApp 92.2%, YouTube 79.9%, Snapchat 79%, TikTok 74.6%. Base your channel strategy around these “big four,” customizing messages for each channel.
  • Consider age/gender differences in social media use when designing creative materials and targeting.

7) AI... as a Service Interface

  • 21.5% of users are now using AI tools; align a donation/inquiry assistant on your website (smart FAQ, help chat) with strict privacy policies.
  • Test a volunteer assistant that guides volunteers to suitable opportunities, fills out forms, and reminds them of schedules.

8) Where Do People Use the Internet?

  • Home (87.9%) and While Traveling (79.3%) dominate; make messages easily consumable on mobile while commuting, and deeper content for home viewing.

90-Day Action Plan (Ready to Implement)

Days 1–30 | Technical Foundations and Identity

  1. Audit mobile experience: loading time, donation path, readability.
  2. Launch a subdomain .sa for seasonal campaigns and key programs.
  3. Prepare a “Video Package”: 10 short vertical stories + 3 introductory broadcasts scheduled for Saturday 9–11 PM.
  4. Activate an AI Assistant to answer FAQs about donations and volunteers.

Days 31–60 | Launch Major Channel Campaigns

  1. WhatsApp: Broadcast lists and segmentation of donors/beneficiaries. YouTube/Snap/TikTok: Custom copies of the same story.
  2. A/B test on timing (Saturday 9–11 PM versus mid-week 9–10 PM).
  3. Campaign “Local Donation… Local Impact” highlighting .sa domain and simplified donation path.

Days 61–90 | Expansion and Professionalization

  1. Monthly live broadcast (60 minutes) concluding with an instant donation window. Speeds allow for a seamless experience.
  2. Weekly dashboards: mobile donation completion rates, cost per donation acquired, response time for donor service.
  3. Expand the presence of subdomains (zakat., endowment., volunteer.) within .sa to boost trust and indexing.

Clear Measurement Templates (KPIs)

  • Mobile Donation Completion Rate.
  • Average donation value during peak window (Saturday 9–11 PM) versus off-peak.
  • Percentage of donations from the .sa domain page compared to general domains.
  • Video completion rate (leveraging high speeds).

Channel-specific Tactics (Concise)

  • WhatsApp (92.2%): Segmented messages by interests, instant “donation receipt” templates, short payment links.
  • YouTube/Snap/TikTok (~80% for both YouTube and Snapchat; 74.6% TikTok): Vertical stories in the “problem–solution–impact–donation call to action” format.
  • Most Visited Sites (YouTube, Wikipedia, moe.gov.sa, X, Instagram, WhatsApp, Absher, Madrasati, TikTok): Collaborate with influencers/expert on these platforms to enhance actual browsing behavior.

Internal Policies and Empowerment

  • AI Governance: A clear usage policy protecting donor and beneficiary data, alongside training donor service teams to interact with smart assistance. The audience is mentally prepared for this experience.
  • Trustworthy Domain Structure: Adopt .sa and manage advanced DNS and updated SSL; small details enhance trust and conversion.

Conclusion: From Numbers to Impact

The data from the 'Saudi Internet 2024' shows that the digital voice of charities can—if designed and timed well—reach, persuade, and convert. The dividing line today is not “Should we go digital or not?” but How do we make digital work for impact: Mobile first, local always, safely video, and AI that facilitates rather than confuses. This is the closest path to transforming digital trust into tangible social impact.

Source: Communications and Space Technology Authority – Saudi Internet 2024 Report.