After eighteen years of continuous giving, the name (Direct Aid Association) was adopted instead of (African Muslims Agency) on Monday, 17/05/1999 due to the expansion of its work and scope of its charitable projects.

In its pursuit for leadership, DA was one of the first charities in the Islamic world that revived sunnah of the Prophet, peace be upon him, in establishing small endowment projects. Focusing on development projects that achieve sustainability, DA aims to carry out development work for the disadvantaged communities, targeting the most needy social groups, the sick, orphans, victims of disasters and famines, and doing all activities of righteousness and goodness.

MISSION

Providing developmental and integrated services in African continent through social centers close to the beneficiaries in an impartial way without discrimination from our donors and partners.

VISSION

Raising the level of empowerment in African societies

VALUES

It relies on a core value namely EHSAN “Goodness”

“The workers and volunteers provide charity work to the poor societies with pleasure regardless the offered financial and administrative considerations for the sake of pleasing Allah SWT.”

The value of EHSAN includes the following values:

• Efficiency​

We work diligently to provide the beneficiaries needs at the lowest possible cost and high quality.

• Honesty

We transparently and honestly disclose all administration and financial activities to the stakeholders.

• Sympathy

We are keen on the relationship of compassion and kindness between DirectAid family among themselves and with the beneficiaries.

• Availability

We reach the donor and the beneficiary directly and seek their needs without intermediaries.

• Neutrality

We provide our services without any considerations for race or religion

OBJECTIVES

• DirectAid Team

Empowering our team members and developing their capabilities as well as promoting their affiliation and loyalty.

• Social Impact

Developing the fieldwork to maximize the impact of charitable and development activities in the concerned areas.

• Financial Sustainability

Achieving the excellence and creativity in developing the financial resources to improve the delivered services and increase the satisfaction of donors.