Case study
ZMZM Society for Voluntary Healthcare
Transforming Saudi Arabia’s third sector
1.7M +
Beneficiaries served
SAR 11.4M
Volunteer contributions
191,000
Volunteer hours logged
32,000
Volunteer opportunities
70%
Donor retention
2.3:1
SROI
ZMZM has been a trusted name for over two decades
Delivering integrated, sustainable healthcare to those who need it most.
Named after the sacred well in Makkah — a symbol of healing and generosity — ZMZM Society has long served those in need. But tighter donation regulations and operational inefficiencies began limiting its impact. As Vision 2030 called for stronger, more sustainable non-profits, ZMZM saw the need to adapt, not just to survive, but to serve with greater clarity and purpose.
The challenge
Small gaps. Big impact.
Disconnection
Out of sync with vision
Detached from core values
Tactical not strategic.
Fragmentation
Teams working in silos
Inconsistent messaging
Brand lacked cohesion.
Misalignment
Stakeholders not aligned
Strategy lacked grounding
Brand didn’t reflect values.
The solution
Insitutional brand transformation.
Repositioning
Institutional identity
Optimisation
Implementation
Change created clarity
ZMZM is pioneering sustainable healthcare.
By deepening its role in the community, ZMZM regained donor trust and strengthened stakeholder confidence. Aligning with Vision 2030 to unlock lasting social and financial value.
Strategy
Anchored in sustainability
Real healthcare outcomes
Sub-branded service models
Governance
Structure across services
Governance through training
Enabled supplier rollout
Culture
Empowered teams
Leaders became stewards
Agile, accountable delivery
"Our brand now reflects the care and commitment we bring to every stakeholder."
Professor Dr Adnan Albar
Founder and Chairman
Setting global benchmarks
Recognition
Leadership in
impact reporting
Global Reporting Initiative
(GRI)
Award
Recognised
for excellence
European Foundation for Quality Management (EFQM)
Award
International
best practice
Performance Monitoring
A trusted legacy.
ZMZM’s transformation illustrates what’s possible when a brand is treated as an operating system. The results speak not only to aesthetic coherence and stakeholder alignment but also to real-world outcomes: improved health equity, stronger volunteer mobilisation, and sustained donor trust.
Resilience establish
Precise positioning enabled a stronger pandemic response.
Governance sustained
With ongoing stewardship, brand becomes a living system.
Impact measured
With an SROI of 2.3:1, the transformation proved inspirational, but accountable.
In memory of Prof. Dr. Adnan Albar
A visionary leader whose dedication to service continues to inspire.
"A more prepared organisation."
Abdullah Bin Ahmed Al Tawi
Director General, Ministry of Labour and Social Development
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Project credits
Strategy and transformation
Led by Firstwater Advisory
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Developed by Moloobhoy & Brown
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Created by One Big Holiday
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