# Small Change Big Difference – The Penny Appeal Story

- Link: https://fundraising.co.uk/books/small-change-big-difference-the-penny-appeal-story/
- Published: 2021-04-23T18:27:35+01:00
- Author: Howard Lake

**This is the story of Adeem Younis, a British Muslim entrepreneur who beat all 
the odds, built Penny Appeal, one of Britain’s fastest-growing charities, and proved
how a pocket full of pennies really can transform the world.**

Adeem built his fortune off the creation of the UK’s most successful Muslim marriage
app, SingleMuslim.com. From his success as a self-starter entrepreneur, he went 
on to found the charity, Penny Appeal, in his home city of Wakefield and in the 
memory of his late father.

Penny Appeal provides poverty relief across the globe by offering water solutions,
tackling food insecurity, supporting orphan care and providing emergency food and
medical aid. With the support of the generous public and a dedicated team of employees
and volunteers, the charity has improved the lives of millions around the world.

Since its inception in 2009, the charity has raised over £100 million for good causes
at home and abroad. Penny Appeal has become one of the UK’s leading global charities
helping communities and individuals overcome their barriers to a better life. Small
change, BIG DIFFERENCE.

 * ![Cover of Adeem Younis' book](https://wfay6x.infiniteuploads.cloud/2021/04/adeem-
   younis-small-change-big-difference-cover2.jpg)
 * The Penny Appeal
 * ![Preface by James Caan in Small Change Big Difference book](https://wfay6x.infiniteuploads.
   cloud/2021/04/small-change-big-difference-james-caan-preface.jpg)
 * James Caan’s preface

The hardback edition is out now and the paperback in September

With a preface by the entrepreneur James Caan of BBC’s _Dragons’ Den_ fame, himself
a Penny Appeal Global Ambassador, _The Penny Appeal Story_ is a fascinating and 
inspirational account of innovative thinking and life-changing marketing campaigns
that have enabled Penny Appeal to transform the lives of millions of vulnerable 
people the world over.

> “ZERO to £100 MILLION in just TEN YEARS? I’M IN!”
> James Caan CBEBBC’s Dragons’
> DenThe incredible memoir by a man who was driven by his personal story to create
> and build a multi-million pound charity foundation to help others
> — pennyappeal.org (@pennyappeal) [April 14, 2021](https://twitter.com/pennyappeal/status/1382226845022756867?ref_src=twsrc%5Etfw)

“All proceeds” of [the book](https://pennyappeal.org/shop/book) will be donated 
to Penny Appeal.

Adeem Younis founded Penny Appeal in 2009 after spending several years supporting
charitable projects in and around his family’s ancestral home in the Gujar Khan 
district of Pakistan. He is a successful digital entrepreneur, having built singlemuslim.
com into a global business with three million registered users. Adeem has four children
and lives in Wakefield, the city where he was born and raised.