Managing Digital Fundraising of Dompet Dhuafa During Covid-19 Pandemic

Abstract

Covid-19 pandemic demands zakah institutions to avoid physical contact activities, and outlet openings in public places. A marketing communication strategy is needed to make humanitarian mission and empowerment as zakah institutions’ core products synergize to resolve pandemic social impacts. Dompet Dhuafa, as a zakah institution, has developed fundraising digitalization to deal with the Covid-19 pandemic. This study describes fundraising digitalization as Dompet Dhuafa’s marketing communication strategy during the pandemic. Using a qualitative descriptive approach, it explores Dompet Dhuafa’s marketing communication strategy by literature study. Data are from Dompet Dhuafa’s website, Facebook, Instagram, Twitter, YouTube, relevant research journals, and articles. In building effective marketing communications, a marketer must consider designing a message, selecting message media, and choosing message sources. The results indicate that Dompet Dhuafa designs a message in each shared content to motivate people to pay zakah and ask for goodness. The message format is adjusted to message media in headlines, text, colors, and shapes. The message conclusion is generally conveyed in clear and strong arguments. Message media used are in digital-based personal and non-personal communication channels. Message sources are selected based on the conveyed messages.

Social media, trust and intention to pay zakat through institution: lessons from Indonesian experience

“…Specifically, in the context of zakat, the magnitude of the influence of social media on awareness of zakat is because this media can accelerate information exponentially. Social media can facilitate, accelerate and remove barriers to information flow by facilitating the dissemination of information such as institutional credibility to muzakki (Abdullah et al, 2023;Mohd Khalis et al, 2022;Sofiyawati, 2021). It can be concluded that the information submitted by zakat institutions, especially related to transparency, such as appropriate reporting, administrative security and conformity of information, can increase the positive perception and trust of muzakki.…”

Dakwah Digital NiqabSquad dalam Pembentukan Realitas Keagamaan

“…Majelis Ulama Indonesia (MUI) mengeluarkan fatwa bahwa zakat maal bisa ditunaikan sesegera mungkin tanpa harus menunggu waktu 1 tahun jika telah mencapai nisabnya (Saputra, 2020). Dompet Dhuafa sebagai salah satu lembaga zakat mengambil langkah untuk mengoptimalkan digital fundraising untuk menghimpun zakat (Sofiyawati, 2021), dan memfokuskan penyaluran dana dalam bentuk konsumtif daripada produktif agar kesulitan masyarakat bisa segera teratasi (Mustofa, 2021). LazisNU Kota Metro Lampung mengimplementasikan penanggulangan pandemi covid-19 dengan membuat program tanggap darurat pemberian bantuan bahan pangan dan dana tunai bagi para korban (Ismail, Rohmawati, Rakhmat, & Hidayati, 2021).…”

Strategi Komunikasi Pemasaran Dakwah dalam Zakat BAZNAS pada Awal Pandemi Covid-19

“…Majelis Ulama Indonesia (MUI) mengeluarkan fatwa bahwa zakat maal bisa ditunaikan sesegera mungkin tanpa harus menunggu waktu 1 tahun jika telah mencapai nisabnya (Saputra, 2020). Dompet Dhuafa sebagai salah satu lembaga zakat mengambil langkah untuk mengoptimalkan digital fundraising untuk menghimpun zakat (Sofiyawati, 2021), dan memfokuskan penyaluran dana dalam bentuk konsumtif daripada produktif agar kesulitan masyarakat bisa segera teratasi (Mustofa, 2021). LazisNU Kota Metro Lampung mengimplementasikan penanggulangan pandemi covid-19 dengan membuat program tanggap darurat pemberian bantuan bahan pangan dan dana tunai bagi para korban (Ismail, Rohmawati, Rakhmat, & Hidayati, 2021).…”