How we work

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iERA operates by developing different ‘dawah’ models through its local and regional teams to most efficiently and effectively related with individual population groups.

We aim to established and develop best practice models across our different initiatives, and to create a process of bench marking against them, which will be made widely available for others.  Where no model or project exists, iERA will establish one.

We understand that every country, every group of people have differences, hence 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 our 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 and focus.

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 provide support to anyone accepting Islam through its project ‘Muslim Now’ to ensure that they are surrounded with a caring community to help them and make the transition as easy as possible so that they can build a solid understanding of the foundations of Islam.

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