Case study
ZMZM Society
Transforming Saudi Arabia’s third sector.
ZMZM Society for Voluntary Healthcare
ZMZM Society has been a trusted name in the Kingdom for two decades, providing integrated, sustainable healthcare to people in need.
ZMZM Society faced funding challenges due to stricter regulations on donations and institutional inefficiencies, reducing healthcare access for beneficiaries. Vision 2030's emphasis on enhancing the non-profit sector through reforms and financial sustainability initiatives offered a potential route to stability, prompting ZMZM to adapt to ensure future sustainability.
Starting with brand clarity
Small gaps, big impact.
Disconnection
Built as a tactic, not a strategy
Misaligned with leadership ambition
Disconnected from values.
Fragmentation
Departments working in silos
Inconsistent communications
Perception lacked cohesion.
Misalignment
Misalignment between stakeholders
Strategy wasn’t grounded
Need for brand to reflect values.
A multi-year transformation journey
End-to-end, strategy to execution.
Repositioning strategy
Institutional identity
Brand optimisation
Brand implementation
The need for change gave ZMZM a clear opportunity
Pioneering sustainable healthcare.
By strengthening its role in the community, ZMZM boosted donor trust and deepened stakeholder engagement — fully aligning with Vision 2030 and unlocking long-term social and financial value.
Clarity and strategy
Anchored in sustainability
Real healthcare outcomes
Sub-branded systems
Brand governance
Clear structure across services
Governance via training
Supported supplier rollout
Culture and capability
Internal team empowerment
Leaders activated as stewards
Agile accountable delivery
"Our brand now reflects the care and commitment we bring to every stakeholder".
Professor Dr Adnan Albar
Founding Chairman of the Board
Meaningful measurable outcomes
Social Return on Investment
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
Global benchmarking
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.
Clarity drives
resilience
Clear positioning enabled a stronger pandemic response.
Brand governance sustains.
With ongoing stewardship, brand becomes a living system.
Real impact
measured.
With an SROI of 2.3:1, the transformation proved inspirational, but accountable.
"A more prepared organisation."
Abdullah Bin Ahmed Al Tawi
Director General, Ministry of Labour and Social Development
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