Driven by Compassion.
Guided by Responsibility.
We believe in dignified compassion. Our mission is to alleviate poverty and hardship across South Asia through sustainable, empowering, and culturally sensitive humanitarian aid.
About Us
Penny Appeal South Asia is an international humanitarian organization dedicated to advancing dignity, protection, and opportunity for vulnerable communities across South Asia and beyond. We bring life-saving relief to families in crisis while building long-term pathways out of poverty for those who need it most.
Guided by empathy and a people-centered approach, we deliver timely, impactful assistance in moments of crisis, while also addressing the deeper, long-term needs of the communities we serve. Founded on the principles of compassion, integrity, and solidarity, Penny Appeal South Asia works to create sustainable change and build a more resilient, inclusive future for generations to come.
We work in close partnership with international aid agencies, national and local NGOs, and community-based organizations in Sri Lanka and around the world — ensuring our humanitarian response is coordinated, effective, and rooted in the communities we serve.
Our Story
Penny Appeal South Asia was founded by a group of former leaders from several large Sri Lanka-based Muslim charities, united by a shared vision: to bring the essence of humanity back into charitable work. Our primary aim is to foster lasting, meaningful change in the lives of those we serve — and while our initiatives often begin in times of emergency, our commitment extends far beyond immediate relief.
Before establishing Penny Appeal South Asia, our founding members undertook a comprehensive review of Penny Appeal’s global humanitarian work, values, and impact. Through this process, they developed a deep understanding of the organization’s rights-based, people-centered approach and its commitment to sustainable change. Inspired by the credibility, integrity, and humanitarian excellence Penny Appeal has demonstrated worldwide, the founders came together — with genuine respect and shared conviction — to establish its work in South Asia, driven by a strong alignment with its humanitarian mission.
Our Mission & Vision
Our Mission
We deliver fast, dignified humanitarian aid to communities in crisis, and support long-term development programs that tackle the root causes of poverty — building resilience, opportunity, and self-reliance.
Our Vision
A world where everyone lives with dignity, security, and the chance to thrive — supported by compassionate, community-driven action that leaves no one behind.
Our Core Values
Compassion
We approach every situation with empathy and understanding, treating everyone with dignity and respect.
Integrity
We maintain the highest standards of honesty and transparency in all our operations and interactions.
Community
We believe in the power of collective action and work collaboratively with communities to create lasting change.
Sustainability
We focus on creating long-term solutions that empower communities to become self-sufficient.
Accountability
We take responsibility for our actions and ensure that every resource is used efficiently and effectively.
Innovation
We continuously seek creative solutions to address complex social challenges effectively.
Governance and Institutional Structure
As a religious institution entrusted with the discharge of a divine obligation on behalf of donors, PASA maintains a governance structure designed to safeguard the religious integrity of Zakat alongside sound institutional stewardship.
Board of Directors
The Foundation is governed by a Board of Directors comprising Muslim ulama (Islamic scholars) and corporate and social leaders with backgrounds in Islamic charitable work. The Board’s role is non-executive: it provides religious and strategic guidance and oversees the direction and governance of the Foundation. It meets quarterly and appoints a standing Executive Committee to advise the Executive Director. The Chairman of the Board serves a maximum of two terms of two years each.
Shariah Oversight
Distribution of Zakat is governed strictly by the Asnaf categories and the principles of fiqh az-zakat. Board members with ulama backgrounds provide ongoing guidance to ensure that collection, calculation and disbursement remain within the bounds of Islamic law at every stage, from intake to distribution.
Executive Leadership and Advisory Council
An Executive Leadership Team is responsible for the day-to-day operation of the Foundation’s eleven programme areas. An Advisory Council, composed of former Board members appointed by the Board, continues to contribute counsel to the Foundation’s development and growth.
Financial Accountability
Penny Appeal South Asia is audited annually by external auditors, whose term of service is limited to five years. All donations are formally receipted, and Zakat contributions are calculated and distributed strictly in accordance with Islamic jurisprudence.
Our Principles
What We Stand for as an Organization
Transparency
Surely, we always act with a spirit of openness, candidness, and honesty to earn your trust.
Integrity
We approach decision making with a sense of morality and fairness while always keeping ethics in mind.
Diversity
We promote positive environments making each person feel included, walking away with a sense of belonging.
Our Behaviors
What We Stand for Individually
Accountability
We work to align strategy and tactics to ensure our actions align with our mission and principles.
Dedication
We are committed to ensuring that each individual that comes in contact with PASA’s programs and services walks away from a better version of themselves.
Respect
We believe we must treat each individual with due regard for their rights, feelings, and sense of dignity.