Beyond charity: The UAE initiative rewriting the rules of giving

Since its inception in 2010, the Fatima bint Mohamed Bin Zayed Initiative (FBMI) has been challenging the traditional concept of philanthropy. Created by Sheikha Fatima bint Mohamed, the initiative questions whether simple donations can truly uplift communities in need. Instead, FBMI focuses on creating products that people desire to purchase, connecting the makers with global markets, and reinvesting profits into healthcare, education, and disadvantaged communities.

This approach is led by CEO Maywand Jabarkhyl, who advocates for a positive perspective on profit when it is ethical and responsible. Rather than beginning with a community and requesting donations, FBMI first identifies gaps in the retail market. By connecting women in disadvantaged communities with international markets, they gain access to upscale their products and earn sustainable incomes.

With a clientele that includes luxury brands and Emirates airline, FBMI's products have even been featured in Emirates first-class cabins. The UAE leadership has recognized FBMI's potential, commissioning carpets as gifts for world leaders like former US President Joe Biden and former French President Nicolas Sarkozy. This has turned the initiative into a tool for diplomacy, showcasing the tangible benefits of FBMI's model.

Beyond carpets, FBMI has expanded its activities into healthcare, education, arts, and culture. Its healthcare programs have reached over 25,000 people monthly through services like mother-and-child clinics and vaccination programs. Other initiatives have improved sanitation, water access, and digital education for girls unable to attend school.

FBMI has even collaborated with renowned artists like Zaha Hadid and Norma Kamali, and is now seeking to integrate carpet weaving into the UAE's contemporary cultural landscape. FBMI has initiated a cultural center in Abu Dhabi, focusing on arts, crafts, heritage, and design, to explore how traditional Emirati materials and techniques can be adapted for modern markets.

The organization also hosts an event called Intimaa: Sacred Threads, which involves UAE residents and artists designing carpets for women in Afghanistan. The finished carpets will be showcased at the Cultural Foundation in Abu Dhabi before being auctioned. The organization's expansion plans include establishing similar models in another 50 regions, including Kenya, Senegal, and Kurdistan.

FBMI's market-first philosophy challenges the notion of charitable giving by asking consumers to purchase products based on their quality and then reap the social benefits. This philosophy has proven successful, with FBMI projected to generate a nine-figure revenue this year, supporting its various programs. Ultimately, the organization aims to make its approach commonplace, moving away from constant fundraising and instead offering consumers a product exchange that benefits the community, arts, and culture.