Introductory Questions: Background and Mission
1. What is the story behind your NGO? What inspired you to launch a fundraising initiative for internally displaced persons in Gaza?
Clean Shelter gUG was founded in January 2024 by Seba Abu-Daqa, a Palestinian living in Munich, and Tom Kellner, an Israeli living in Berlin, as a response to the urgent sanitation needs and growing humanitarian crisis in the Gaza Strip. Seba was born in Gaza and has family there, and was doing various aid work to assist with the situation on the ground. We, Seba and Tom, share a lot of similarities - namely that we are both practical and solution-oriented; we have a strong faith in work and a common interest in facing conflict and aggression through concrete changes on the ground. Seba’s connection to Gaza, where she was born and still has family, and Tom’s commitment to bridging divides led us to join forces. In December, we decided to collaborate and focus our efforts on providing immediate, practical relief to those most affected.
When we agreed to work together to assist vulnerable communities in Gaza, our first step was conducting a needs assessment in Gaza to identify critical gaps. While many organizations were distributing food and providing temporary shelter, we discovered a severe shortage of adequate sanitation facilities in the camps. Recognizing this urgent need, we launched our first fundraising initiative to build basic toilets in Al-Mawasi. What started as a small effort quickly gained momentum, as more people resonated with our mission and offered support. With growing donations, we expanded the project to include showers and eventually partnered with Damour for Community Development to establish a fully-equipped camp for internally displaced persons (IDPs).
By June 2024, we registered Clean Shelter gUG as a charity in Germany, supported by a dedicated team of volunteers on the ground. From the beginning, we shared a determination to respond to the crisis practically and effectively. Our combined drive to provide essential aid has shaped Clean Shelter into a community-focused initiative, rooted in empathy and real-world impact.
2. What are the core missions and objectives of Clean Shelter? How do you position your message to focus on the universal human need for support, regardless of the surrounding political context?
Clean Shelter is a registered non-profit charity organization in Germany, founded on the belief that every person has the fundamental right to live in dignity and peace, with their basic needs met—such as access to food, water, hygiene, security, and shelter. Our mission is rooted in humanitarian values, emphasizing the importance of rapid, practical support to communities in crisis, regardless of the political landscape.
Our core mission is to provide immediate relief to displaced communities in Gaza by addressing critical gaps in sanitation and shelter. To date, we have funded and constructed over 1,000 essential facilities, including eco-friendly toilets, showers, and community structures. In collaboration with our local partner, Damour for Community Development, we established the Zomi Shelter Center to provide a safe and secure environment for internally displaced persons (IDPs).
Since May 2024, we have also been delivering 20 cubic meters of clean drinking water each day to approximately 2,000 families in need. In July 2024, we took a step further by acquiring a solar-powered desalination unit, which produces 3-4 cubic meters of clean water per day, sufficient for the daily consumption of around 250 families. Alongside these efforts, we work closely with grassroots organizations and philanthropic partners to coordinate the distribution of food and hygiene kits, ensuring holistic support for displaced communities.
At Clean Shelter, our focus is not on politics but on addressing the universal human need for dignity, safety, and security. We believe that every crisis, regardless of its political context, is fundamentally a human issue. Our work is driven by the simple principle of helping those in need and empowering communities to rebuild their lives with dignity and hope.
3. Why is it crucial to address the needs of internally displaced persons in Gaza, particularly right now? How can this humanitarian crisis be communicated to engage the public without aligning with any political stance?
The humanitarian crisis in Gaza has profound and far-reaching consequences—not only for the people of Gaza but also for the stability of the entire region. The lack of basic necessities like shelter, clean water, sanitation, food, and access to education is exacerbating widespread suffering and ongoing trauma. Left unaddressed, these conditions can lead to lasting damage, increased health risks, and an entire generation growing up without the security, support, and dignity they deserve.
Addressing these needs is crucial to preventing further harm and giving communities a chance to heal and rebuild. At Clean Shelter, we strive to communicate the facts of this crisis in simple, human-centered terms. Our message focuses on the urgency of providing basic human rights and meeting fundamental needs, rather than delving into political narratives. This is not about taking sides; it is about helping people who are suffering and vulnerable.
By focusing on the shared, universal values of safety, dignity, and compassion, we aim to engage the public in understanding that this is fundamentally a humanitarian issue. Through clear and factual communication, we emphasize the urgency of alleviating suffering and helping people live with dignity, no matter the broader context.
Current Situation and Challenges
5. What are the most pressing needs of the displaced population? How do you ensure that your messaging stays focused on these human needs and avoids any religious or political connotations?
There is a pressing need in safe and dignifying shelter, especially now with the winter approaching - the tents that were used throughout the summer are not fit for the rain and cold. There is an ongoing and severe need in food and clean water - both for washing and for drinking; due to the severe lack of water, the population is using salinated water and seawater that causes skin disease and various water borne diseases. There is a need in medicine and medical assistance, in education, and in creating safe spaces for community building and empowerment.
As a registered charity, we focus on several charitable purposes - shelter, sanitary infrastructure, and clean water. We cannot and do not deviate from this mandate, but work in tight cooperation with other local and international organizations that support other needs such as food and medicine.
6. What challenges do you face in reaching displaced communities in Gaza, and how do you communicate those challenges to potential supporters?
The situation in Gaza for internally displaced persons (IDPs) is critical. Thousands of families have been forced from their homes due to ongoing violence, leading to an urgent need for secure shelter, clean water, sanitation, and medical support. Overcrowded conditions, coupled with a lack of basic necessities, put vulnerable populations—particularly women, children, and the elderly—at great risk. This collective crisis not only impacts immediate survival but also poses long-term threats to the physical and mental well-being of entire communities.
In our efforts to raise awareness, we focus on conveying the collective humanitarian impact and highlighting the urgent needs of these displaced communities. Rather than engaging in political discourse, we present the crisis as a fundamental issue of human rights and dignity. By emphasizing essential needs like water, shelter, and hygiene, we aim to shift the focus towards universal humanitarian values.
One of the key pillars of our communication strategy is integrity and transparency. We ensure that every donor understands where their contributions are going by providing clear, regular updates through newsletters and detailed reports. We openly share our donation logs, allowing donors to track the flow of money in our accounts and see exactly how their support is making an impact. For example, during a campaign to fund a solar-powered desalination unit, we detailed the exact costs and the projected benefits, showing how this single investment could provide clean water to hundreds of families every day.
In some campaigns, we choose to focus on a single, impactful activity to clearly communicate how donor contributions will address a specific need. This targeted approach—such as funding the desalination unit or building eco-friendly sanitation facilities—helps donors understand the tangible outcomes of their support and builds trust in the effectiveness of their contributions.
By combining transparency with data-driven messaging, we build a sense of shared responsibility and urgency, helping donors connect with the broader humanitarian impact. This approach allows us to communicate the crisis without aligning with any political stance, focusing instead on the universal importance of protecting human dignity and providing critical relief to those in need.
7. How do you navigate fundraising in an environment where political and humanitarian narratives often intersect?
We navigate fundraising by maintaining a clear and unwavering focus on the humanitarian needs and rights of the people we serve. Our messaging centers around the fundamental belief that every person deserves access to basic necessities like clean water, sanitation, and shelter. By concentrating on these universal needs, we aim to transcend political narratives and instead highlight the direct impact of our work on the ground.
Each of our campaigns is designed to address a specific, pressing issue, such as the lack of clean water or inadequate sanitation. We clearly explain the problem, its immediate consequences for displaced communities, and the practical solutions we are implementing, such as procuring and delivering water or constructing essential facilities. By focusing on clear, actionable steps, we create a narrative that resonates with donors on a human level, emphasizing the tangible outcomes of their contributions.
We deliberately avoid engaging in questions of blame or advocacy within our messaging. Our mission is not to delve into the political complexities, but to offer relief and support to people in urgent need. By staying committed to this humanitarian perspective, we strive to unify supporters around a shared goal of alleviating suffering and upholding the dignity of vulnerable populations.
Impact and Achievements
8. What impact has your organization had on the ground so far? How do you communicate these achievements to inspire further support?
So far, Clean Shelter has constructed over 1,100 essential facilities in the southern and central regions of the Gaza Strip, including toilets, tents, showers, and community spaces. Together with local partners and community leaders,, we have successfully established an IDP camp to provide safe shelter and essential services for displaced families. Additionally, we deliver an average of 20 cubic meters of clean drinking water per day, meeting the daily needs of approximately 2,000 families.
To keep our supporters informed and inspired, we share weekly updates on social media, showcasing our ongoing work and progress on the ground. We also send out a monthly newsletter to our subscribers, where we highlight key achievements, share behind-the-scenes stories, and provide transparency on how donations are being utilized. Our periodic fundraising campaigns are designed to focus on specific, tangible projects, like our recent “100 Toilets Campaign,” which successfully raised funds to build 100 toilets in multiple IDP camps across the Gaza Strip.
By consistently communicating the real, measurable impact of our efforts and highlighting specific needs, we aim to inspire continued support from our community and expand our reach to help more displaced families in need.
9. How do you measure the success of your fundraising campaigns? What metrics and strategies do you use to show donors the tangible impact of their contributions?
We measure the success of our fundraising campaigns by closely monitoring the number and amount of donations received after key activities, such as publishing updates, newsletters, or media features about our work. We analyze these metrics to gauge the effectiveness of each communication channel in inspiring new donations and engaging our existing donor community.
Specifically, we look at two key indicators: recurring donations and new donor contributions. Recurring donations indicate that our existing donor community is responding positively to our updates and campaigns, demonstrating trust in our work and ongoing support. On the other hand, new donor contributions signify that we are successfully expanding our reach and engaging new audiences through our outreach efforts.
To demonstrate the tangible impact of their contributions, we provide clear, data-driven updates in our newsletters and social media posts, showcasing how funds are used and the difference they make on the ground. For instance, during specific campaigns like our “100 Toilets Campaign,” we shared detailed cost breakdowns, progress updates, and the number of families benefiting from the new facilities. This level of transparency helps our donors see the direct link between their support and the real-world change it enables.
Fundraising and Support
10. How vital is fundraising to the success of your NGO? How do you balance transparency, accountability, and the need for compelling storytelling to engage donors?
We are entirely reliant on individual donations, and because our team consists solely of volunteers, every contribution directly impacts the ground-level work we do. This model allows us to remain agile and responsive, channeling all resources into meeting the urgent needs of displaced communities.
Maintaining transparency and accountability is key to sustaining our donors’ trust. We achieve this by ensuring that our financial activities are accessible and clear. Donors can view detailed logs of every donation and transfer, and we openly communicate how funds are allocated and the impact they make. We also provide regular updates through newsletters and social media, not only celebrating milestones but also addressing challenges openly. This honesty builds credibility and fosters a shared sense of purpose with our supporters.
Equally important to us is our independence. Clean Shelter operates without influence from governments or political organizations, allowing us to focus purely on the humanitarian needs of those we serve. This independence reinforces our commitment to act based solely on the principles of human dignity and compassion, which resonates with donors seeking to support a truly impartial and mission-driven cause.
Storytelling is another cornerstone of our engagement strategy. While we prioritize transparency and data, we also focus on the broader impact and purpose behind each initiative. By highlighting specific projects—such as delivering clean water through our solar-powered desalination unit or constructing essential sanitation facilities—we connect donors to tangible, life-changing results. This approach inspires supporters to not just contribute, but to feel part of a larger, meaningful mission.
11. What are the primary challenges your small NGO faces, including potential issues like money laundering, and how do you address these to ensure compliance and maintain donor trust?
Our main challenge is securing consistent funding for our on-ground projects and supporting our dedicated team of volunteers. As a small NGO, we are vigilant about financial transparency to maintain donor trust and avoid issues like money laundering. We transfer funds directly to our trusted team manager on the ground, document every transaction, and keep detailed records accessible to our donors. Clear protocols, regular audits, and transparent reporting ensure that all contributions are used responsibly and effectively.
Additionally, our independent structure—free from government or political influence—reinforces our commitment to maintaining integrity and focusing solely on humanitarian efforts. By prioritizing transparency and accountability, we build lasting trust with our supporters.
12. What have been your most effective fundraising strategies to date? Can you share examples of marketing campaigns that managed to resonate deeply with audiences, while focusing purely on the humanitarian aspects of the crisis?
One of our most effective campaigns to date was the 100 Toilets Campaign. This campaign resonated deeply with donors because it offered a clear, tangible goal: building 100 essential sanitation facilities in IDP camps. By focusing on a specific need, we made it easy for donors to understand the direct impact of their contributions, which helped build trust and motivate support.
Another impactful campaign was not directly focused on fundraising but on raising awareness of our work and values. We announced on social media that one of the community spaces we established with our partner Damour for Community Development would be named in memory of Vivian Silver, a Canadian-Israeli peace activist who was tragically murdered in October. This tribute garnered significant attention from both Israeli and international media, allowing us to expand our reach and connect with new audiences. It highlighted our commitment to peace and humanitarian values, reinforcing our message without delving into political narratives.
13. How can businesses and individuals contribute to your cause?
At Clean Shelter, we believe that meaningful change is driven by collaborative efforts between individuals, businesses, and communities. We offer several impactful ways for the audience of Marketing Focus to get involved and make a difference:
Direct Contributions with Purpose: For individuals, even small contributions can lead to transformative changes in the lives of displaced families. Donors can see their impact directly, as every donation supports tangible projects like constructing essential sanitation facilities, delivering clean water, and providing secure shelters. We’ve made the donation process accessible, with various currencies and platforms detailed on our website: https://www.cleanshelter.org/donation.
Corporate Sponsorship and Strategic Partnerships: We recognize that businesses today aim to be more than profit-driven—they strive to create a positive social impact. We offer partnership opportunities for companies looking to align their corporate social responsibility (CSR) initiatives with a meaningful cause. Whether it’s sponsoring a specific project like our solar-powered desalination units or funding community spaces, strategic partnerships allow businesses to demonstrate their commitment to global responsibility while fostering trust and brand loyalty among socially-conscious consumers.
In-Kind Contributions and Professional Expertise: For businesses and professionals, offering in-kind support or expertise is invaluable. From providing essential supplies to offering technical knowledge or logistical assistance, businesses can contribute directly to our on-the-ground operations. This collaborative approach not only supports a humanitarian mission but also enables companies to apply their core competencies to a purpose-driven cause.
Innovation Partnerships for Long-Term Shelter Solutions: At Clean Shelter, we are currently designing a comprehensive shelter solution that is durable, climate-resistant, and easy to transport and install. This innovative shelter is being developed to serve displaced communities over the long term, addressing the challenges of both harsh environmental conditions and frequent relocations. We invite companies and experts in engineering, materials science, and logistics to collaborate with us in refining and scaling this solution. Whether through product development, funding, or expertise, businesses have a unique opportunity to be part of creating sustainable, impactful innovations in humanitarian relief.