Strategi Komunikasi Dompet Dhuafa Yogyakarta Dalam Peningkatan Ziswaf dan Mempertahankan Kepercayaan Muzakki di Tengah Pandemi Covid-19

Sutan Kumala Pontas Nasution, NIM: 18202011002 (2022) Strategi Komunikasi Dompet Dhuafa Yogyakarta Dalam Peningkatan Ziswaf dan Mempertahankan Kepercayaan Muzakki di Tengah Pandemi Covid-19. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study analyzes the communication strategy of Dompet Dhuafa Yogyakarta (Wallet for Incapable People in Yogyakarta) amid the socio-economic crisis during the Covid-19 pandemi. In the first quarter of 2020, Indonesia's economic growth slowed by 1.01 percent. This condition is a direct impact of the cessation of national economic activities during the implementation of the workfrom-home policy. The highest slowdown in economic growth occurred in the education services sector at -10.39% and the government administration sector at 8.54%. The socio-economic crisis did not dampen the community's ethos to help each other. Based on the reality on the ground, the Islamic philanthropic movement among Indonesian Muslims has increased significantly. This is evidenced by one of the non-governmental organizations, namely Dompet Dhuafa which is engaged in the humanitarian sector, experiencing an increase in the collection of ZIS funds (Zakat, Infaq, and Sadaqah or Alms), Dompet Dhuafa funds grew 16.32% during the Covid-19 storm. Therefore, the researchers sparked the curiosity of researchers to analyze the problems, namely (1) How was the communication strategy of Dompet Dhuafa Yogyakarta in increasing Ziswaf's (Zakat, Infaq, Sadaqah or Alms and Waqaf or Waqf) income during the Covid-19 Pandemi; (2) How is Dompet Dhuafa's communication efforts in maintaining Muzakki (A person who give zakat) during the Covid-19 Pandemi; (3) Supporting factors for the Communication of Dompet Dhuafa Yogyakarta in increasing Ziswaf and (4) Inhibiting factors for Communication of Dompet Dhuafa Yogyakarta in increasing Ziswaf in the days of Covid-19? The method used in this research is descriptive-qualitative with the research subject: The Leader of Dompet Dhuafa Yogyakarta as a policymaker related to raising funds during the pandemi. Meanwhile, in the process of collecting data, researchers used the methods of interview, observation, and documentation. As an analysis, the researcher used an interactive analysis technique consisting of three components, namely data reduction, data presentation, and conclusion testing. The results of this study are (1) the communication strategy of Dompet Dhuafa Yogyakarta in increasing and maintaining muzakki, namely through digital marketing strategies, the use of social media, and the use of printing media, (2) in maintaining the trust of muzakki using Case Relationship Management (CRM) and the selection of communicators in delivering the message, (3) the supporting factors, the number of volunteers, social media, and partners who joined in stopping the spread of Covid-19, and (4) the inhibiting factors were Covid-19, media, and adaptation

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