Framework Policies

Topic: Beneficiaries – Segments and Attributes
Issue Date: October 7, 2014
Effective Date: October 7, 2014
Last Edited: –
Review Year: September 2018

Policy

Tarjuma’s programming caters to the following three adult audience segments

Renewing
Muslims who are already committed to their faith but are seeking opportunities to learn and ways to grapple with challenging family dynamics, spirituality and identity in the modern world. They may be recommitting to Islam after a span of being absent from it. They are looking for relevant and stimulating ways to connect with Muslims and Islam.
They may…

1. have questions (about faith) that they feel cannot be addressed by existing communities and institutions.
2. feel on the periphery or outside of the broader Muslim community.
3. struggle to reconcile their sacred’ and ‘social’ modalities.

Seeking
People who have not outwardly accepted the shahada (testimony of faith), but are actively curious and wanting to know more about Islam. They are people interested in Islam but not comfortable enough to formally embrace it. Seekers may be searching for community as well as spiritual cultivation.

Embracing
People who have converted to Islam

Common to all segments are the following attributes:

1. They are looking for a non-judgemental, welcoming safe space.  
2. They are looking for community, dialogue and spiritual cultivation.
3. They are discerning about what they choose to do. They expect a high calibre of programming/service that is comparable to choices from higher learning institutions, commercial establishments, or professional media. They are discriminating about their spiritual nourishment and looking for something that speaks to them.
4. They are products of the Monoculture. (Barlow | Murad)
5. They are underserved by existing community organizations. Ranging in age between 24-60 years old, they are too old to be a part of the MSA (Muslim Students’ Association) and too young to be a part of established community organizations that are dominated by the retired/semi-retired.  
6. English is their primary language.
7. They are culturally dexterous and identify as Canadians. Their parents may have been born here or elsewhere. Their spouse and friends are likely to have diverse origins.   
8. They come from a variety of trajectories and points in life: single/married/parent, employed/unemployed, grade ten to postgraduate education