Across generations, Saudi Arabia’s first-ever NGO has transformed lives and redefined social norms. Going from a grassroots initiative to a nationwide movement, Aloula stands to make its biggest impact yet.
Members of the Aloula team, from left: Nada Hammad Malak, Lina Abu Zinada, Rasha Nowailaty, Nasiba Hafiz, Dania Al Maeena, Saria Islam, Dr Hala Ali Al-Shaer, Deema Attar. Photo: Oscar Munart
In the face of a cultural renaissance sweeping through Saudi Arabia, a collective of seven women in Jeddah saw their moment. It was 1962 and the country was still benefiting from an increase in oil revenues that led to rapid development, especially along the western coast where new radio stations, schools, and universities had begun to appear. This, they knew, was their chance to push for urgent societal change. Seizing the opportunity, Jihan Al-Dajani, Saria Islam, Suad Al-Husseini, Taiba Al-Saqqaf, Laila Hidaya, and Nafisa Al-Zahed – with the help of Her Majesty Queen Effat Al-Thunayan – established an organization with a clear mission: to uplift those who had been marginalized, its primary focus being women and children. With determination and a shared vision of a more inclusive future for a kingdom in flux, the group laid the foundation for a movement that would challenge the status quo and advocate for the rights and well-being of all individuals, regardless of background or circumstance. And so, the wheels of Aloula were set into motion. Through their groundbreaking work, these pioneering women not only addressed the immediate needs of their community, but also sparked a legacy of social progress and empowerment that continues to inspire to this day.
One of the seven founders, Saria Islam. Photo: Oscar Munart
Prince Saud visits Aloula
“Ever since my childhood, I was encouraged by my father to never waste my time and to help those who needed it,” recalls co-founder Islam. “After finishing my studies in Alexandria, I returned to Jeddah and got married. I found myself with plenty of free time, so when Al-Dajani suggested gathering with other ladies in the community to help people in need, I was one of the first to join.” She recounts how they got together to identify the social issues around them, determining the next steps to tackle them. Upon visiting other women in their homes to present the project, they were met with warmth, interest, and encouragement.
Aloula’s old headquarters
The initiative quickly gained traction, garnering widespread support from various levels of the government and others in the kingdom. “We were honored to receive tremendous backing from King Faisal Al Saud, which played a crucial role in our establishment and early success,” Islam shares, explaining how she and her fellow trailblazers then approached the royal’s wife, Queen Effat, about getting further involved. She became their inaugural honorary chairwoman, providing “unwavering support throughout our journey,” Islam says. King Faisal’s order to officially register the organization came later in 1962, bestowing upon it the name Women’s Welfare Society. This was ultimately changed to Aloula in the 2010s, which translates to “the first” in honor of the initiative’s historic status as the country’s original NGO.
The NGO’s kindergartners during their morning workout
Islam and her co-founders operated under the fundamental belief that early intervention was the key to better outcomes for those trapped in poverty. To achieve this, they devised a comprehensive series of innovative programs aimed at equipping women with the skills and knowledge to improve their quality of life and that of their families. This included access to education, vocational training, housing, medical assistance, and work opportunities, as well as to sports such as swimming, tennis, and basketball. These efforts allowed participants to acquire a practical know-how, gain financial independence, and build the confidence needed to navigate hardship. By March 1966 Aloula had established an orphanage, a facility for the elderly, and a kindergarten to help working women with childcare.
A participant makes flowers for the Hejazi Bride Celebration fundraiser event
These programs made a profound impact on the lives of those they served, with many kids who grew up in the orphanage going on to earn master’s and doctorate degrees in various fields. Some even returned to join Aloula’s administration, bringing their experiences full circle to give back to those who had once nurtured and supported them. The stories emerging from these initiatives stand as proof of the organization’s success in seeing through its unwavering mission to create lasting, positive change across communities. “I am proud of the skills program, which focuses on early intervention through educational and professional training,” says current CEO Dania Al Maeena. “We focus on 21st-century skills like STEAM (Science, Technology, Engineering, the Arts and Mathematics), critical thinking, problem solving, collaboration and leadership, giving youths the right tools to help them break the cycle of poverty, achieve their personal goals, and become contributing members of society.”
A booth at the Hejazi Heritage Day fundraiser
Since its launch over six decades ago, the NGO has weathered numerous challenges operating in a society that reverted to a more traditional and conservative period beginning in the 1970s. According to Islam, some of the hurdles were often a product of societal expectations about gender. “There were times when our capabilities were underestimated, and earning trust required effort. However, through our dedication, professionalism, and the success of our initiatives, and support from both men and women, we were able to turn these challenges into triumphs.” She warmly emphasizes the vital role of teamwork across genders to promote diverse leadership. By setting a strong example and demonstrating the potential of women in prominent positions, significant strides were made not only within their own organization but also as part of a broader shift in perceptions regarding female contribution and capabilities in Saudi Arabia.
Prince Fawaz attends an event for the NGO
Considering its history as the nation’s first NGO, Aloula has long been bolstering the growth and development of the sector, and as the kingdom again undergoes massive transformation on a national scale, the organization’s chairwoman Dr Hala Ali Al-Shaer sees even greater opportunity to shape its future – a moment, again, to rise to the occasion. Aligning with the aspirations of Vision 2030, she says, will be key for sustaining impact and influence, especially as the project’s roadmap recognizes non-profit organizations as integral contributors to its economic, social, and political pillars for achieving “a vibrant society and an ambitious nation.” Echoing this sentiment, Al Maeena points out that non-profits will be instrumental in ensuring that no one is left behind in the pursuit of this goal, and they are well positioned to do so. As part of the overarching program, increasing the sector’s contribution to 5% of the GDP by 2030 is a main target. This will include recruiting one million volunteers annually by the same year and fostering a society that actively engages in social causes. Already, Aloula’s ongoing initiatives to encourage more sports and extracurricular participation are a major step in the right direction.
A fundraising event that saw participation from international communities
By giving underprivileged groups the tools to improve their own outcomes, Aloula and subsequent organizations are laying the foundation for a more equitable and auspicious Saudi Arabia, putting the people themselves at the center of progress. “We will continue to empower individuals, particularly women and youth, to be active contributors to society,” says Islam. “By fostering a culture of innovation and continuous improvement, Aloula will help build a vibrant, resilient, and progressive community that supports the kingdom’s vision for a prosperous future.”
Prince Majed visits Aloula
Originally published in the September 2024 issue of Vogue Arabia
Style: Suhailah Almamy
Photography assistant: Abdullah Alafif
