A Mission to Rescue a Generation

The Ummah is in crisis. And the cost of doing nothing is losing our youth.

⭐ GivingTuesday: The Ummah Has 24 Hours

Today for only 24 hours you can multiply your impact.

LaunchGood will grant £25,000 to the project that secures the most monthly donors today.

We need just 200 people giving £25/month to have a chance to win it.

Because young Muslims today are drowning.

Drowning in distraction.

Drowning in dopamine.

Drowning in identity confusion.

Drowning in a culture designed to pull them away from Allah.

Boys are growing up without purpose.

Girls are walking away from modesty.

Anxiety, depression and loneliness are becoming normal — even inside practicing homes.

And while we focus on reminders, events, and lectures…

The real battle is being lost. THE BATTLE FOR BELONGING

Our youth feel unseen.

Disconnected.

Alone in their struggles.

They don’t need more information.

They need people.

People who understand them.

People who guide them.

People who stand between them and the forces trying to tear their iman away.
 

Introducing: Criterion Group

A global movement building a new generation of youth da’wah leaders.

Criterion Group is a once-in-a-generation effort to:

• Train and support young Muslim leaders already working on the ground
• Build real environments of belonging — safe spaces that protect Iman
• Create a leadership pipeline for the West
• Bring hope, identity and brotherhood back into the hearts of our youth
• Scale a proven blueprint from city to city across the world

There are youth da’wah leaders in every Western city, young Muslims carrying the pain of their communities, mentoring the lost, guiding the confused… but they are doing it alone.

Criterion exists to change that:

To train them.

To fund them.

To support them.

To build a global movement that saves a generation.

This is how your donation saves youth…

by empowering the leaders who will save them.
 

Led by Experience. Driven by Vision.

My name is Shoaib Hussain, known as The Sunnah Guy.

15 years a go, I was lost, alone, lonely and desperate for belonging. And I worked tirelessly everyday to build a brotherhood in a small town on the fringes of London. 

I never gave up! And I learnt the exact formula that will change societies on the grassroots level. 

15 years later I've now built an audience of 7 million followers and travel all over the world speaking to young people. 

But now, I’m stepping away from the stages and going back to the streets, to the hearts, to the root of it all. 

But this time, TO CHANGE THE WORLD. AND IT CAN ONLY HAPPEN WITH YOUR HELP. 

Where Your Donation Will Go 

1️⃣ Training the Next Wave of Youth Da’wah Leaders

Workshops, retreats, development programmes — giving young leaders the skills, strategy and support to guide the next generation.

2️⃣ Building Environments of Belonging in Every City

Funding local hubs, circles, mentorship groups and real-world spaces where young Muslims feel safe, supported and connected to Allah.

3️⃣ Scaling a Global Network Across the West

Identifying, onboarding and uniting youth leaders from the UK, Europe, USA, Canada and Australia — expanding the movement city by city.

Your donation doesn’t go to buildings.

It goes to people.

People who save people.

This is the Project That Will Outlive Us

Most people donate to short-term projects.

But very few donate to legacy.

Criterion Group is not a side initiative.

It’s the answer to a crisis we’ve all seen unfolding for years.

If we don’t act now, we lose them.

If we act together, we save them.

⭐

GivingTuesday: The Ummah Has 24 Hours

And today — for only 24 hours — you can multiply your impact.

LaunchGood will grant £25,000 to the project that secures the most monthly donors today.

We need just 200 people giving £25/month to have a chance to win it.

Your £25 can become £50.

Your £100 can become £200.

Your impact can be doubled instantly.

You spent on Black Friday.

You spent on Cyber Monday.

Today… spend on their future.

Giving Levels 

£5 — The Eternal Seed
Legacy begins with belief. And your monthly belief plants foundations that will shape the future generations of Muslims — quietly, consistently, every single month.

£10 — The Pulse
Every mission needs a heartbeat. Your monthly support keeps the heart of this project beating, because every lasting movement begins with someone like you.

£25 — The Lifeline
Your monthly support becomes a lifeline for young Muslims — giving them the brotherhood, guidance and identity they desperately need. Month after month, you pull them back towards Allah.

£50 — The Mission Enabler
You are the reason this mission is not just a vision — but a real working system. Your ongoing support strengthens the structure that keeps it alive and growing.

£100 — The Mentor Maker
Your monthly support directly develops the next Muslim role models who will influence the world. Includes access to exclusive Criterion launch updates.

£150 — Founding Pillar
Be among the first to ignite a movement that will shape Islam in the West. Your ongoing support builds its foundation month by month.

Includes:

• 30-minute Zoom call with Shoaib Hussain (The Sunnah Guy)

• Public recognition as part of the Founders Circle

£250 — Golden Founder
Your monthly commitment becomes the story future leaders will tell. A generation will rise and your name will be behind it.

Includes:

• Exclusive access to vision feedback sessions

• Early advisory

• Private dinner with the Criterion Leadership Team (where possible / alternative offered)

£500 — Eternal Founder
One day, when the story of this revival is told — when leaders rise and a generation finds its way back — your name will be spoken with honour, because you stood at the beginning.

Your monthly support builds what will outlive us all.

Includes:

• Lifetime VIP access to all public Criterion events

• Criterion Vision Pack (certificate + handwritten letter)

• Early access to strategy updates

• Honoured place in our documentary or launch film (publicly or privately)

Be part of the founding story of a movement that will reshape Islam in the West.

Become a monthly supporter today and help us save the next generation before we lose them.