how we work
iERA operates by developing different ‘dawah’ models through its team and then rolling them out in order to target more effectively different people groups.
We aim to understand established best practice across different initiatives, and to create bench marking against them, which will be made widely available for others. Where no model or project exists, iERA establishes one.
We understand that every country, every group of people have differences, hence that is why research underpins our work – and not guess work. This will ensure our work is relevant, effective in its delivery, and efficient in how we utilise our resources to create maximum value. As a result we have a dedicated research department. The research will impact mostly on the production of tools, materials, and these will be produced by our department called ‘One Reason.’
The majority of our models will operate on the back of the mass-movement, which is the training and nurturing of groups of dawah carriers in their hundreds and thousands, who will be deployed to convey Islam through different methods at a grass roots level. This is developed through a project called ‘Mission Dawah.’
The very best of these dawah carriers, or da’ees will be working full-time, going on missions, and training others to more advanced levels. The premise of the mass movement is that individuals need to convey the message to other individuals. However, not everyone moves in the same circles, hence different groupings of people need specific targeting.
iERA will develop specific models for these people groupings, from academics, politicians, businessmen and women, professionals of various types, celebrities, athletes, students of varying levels, to people of different ethnicities. iERA, will also provide support to new-Muslims, who are often neglected. This will be through ‘Muslim Now.’
