“Let there be a group among you who call others to goodness, encourage what is good, and forbid what is evil—it is they who will be successful." [3:104]

SO WHERE ARE YOU GOING is a question from our tradition — timeless, personal, and wide open. As Muslims in America, we’re constantly navigating where we come from, who we’re becoming, and what it means to live with purpose in a complex world. This foundation was born from that journey.

We are a community foundation dedicated to advancing the social, economic, and spiritual well-being of Muslims across the country. We support bold ideas, build lasting institutions, and invest in the people and places shaping our shared future.

The name — So Where Are You Going — comes from a verse in the Qur’an that has long guided our reflections. At first, it sparked the idea of a brand. But as our community grew and as our own lives shifted — new cities, new chapters, deeper work in philanthropy and community building — we began to see a larger need. A need for infrastructure. For strategic giving. For a space that could ask deeper questions and offer real support.

We’ve long admired the Muslim institutions that laid the groundwork — in advocacy, education, and service — and we continue to learn from them. But we also know that the models we’ve inherited don’t always meet the scale, complexity, or creative potential of today’s American Muslim experience.

So Where Are You Going is our answer to that. Not a brand, but a foundation. Not just a question, but a commitment: to invest in our communities with clarity and care, to move with justice and mercy, and to build something lasting — not just for ourselves, but for those who come after us.

We may have a sense of where we’re going — but the real work is in what we build on the way there, and what we leave behind.

Let’s build it together.

— The So Where Are You Going Foundation