Optimization of Fundraising and Brand Awareness Through Direct Consumers Contact

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Masruri, Abubakar Ali and Rossi, Barli and Sudrajat, Farade Kiat and Ivian, Fitra and Rahardjo, Muktiadi and Wicaksono, Sri Raditya (2010) Optimization of Fundraising and Brand Awareness Through Direct Consumers Contact. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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In Islamic the practice of Zakat is part of the 5 pillars of Islam (those are: Saying the two sentences creed, performs prayers five times a day, Zakat, fasting during Ramadan, and perform pilgrimage). This shows how important Zakat is in the life of Muslims. Zakat is basically a contribution to put aside some of the income and give it for those who are entitled to receive it, such as the poor, the needy and so on. Not like any other donation, it is obligated by Islamic rules for those who are affluent categorize by the syariah. Based on a count conducted by Kompas against potential Zakat in Indonesia, it amounted to Rp 4.8 trillion. Of that number only around Rp 1.5 trillion are recorded by BAZNAS as the institution obligate by the government to monitor and coordinate Zakat, Infaq, Sedekah (ZIS) Nationally. This means that there are untapped opportunities to manage the Zakat. Not just that, it is also important to educate Muslims community to practice Zakat as part of their daily lives due to its importance. The application of Zakat collection and distribution through Amil had been demonstrated by Prophet Muhammad. Zakat was practice by forming a person or group of person to become Amil to collect Zakat and then distribute it. This can be understood that the obligation of Zakat would be better if channelled through Amil rather than directly, Muzakki (who must pay zakat) to mustahik (who are entitled to receive zakat). By means that they can force those who do not practice Zakat and also the fairness of the distribution can be applied more easily. Therefore, the duty of BAZNAS as an institution is not only to transmit the charity but to educate people to take part against its Islamic obligations. From our 2010 survey results of ZIS there are still many people who do not have a good basic knowledge of the obligations of both Zakat Fitrah, Zakat Mal. Not just that people who channel their funds through Amil reach 8%, and most people (33%) know of Amil institution through a network of friends. Direct Consumer Contact is a modification of the direct marketing that can be used not only to obtain Fundraising but also to educate the people and obtain feedback for the progress of BAZNAS. This method can help BAZNAS to obtain funds in continues manner and able to grow its fundraising by utilizing database obtained from it. In addition, the DCC method will increase the BAZNAS brand awareness, thus helping people to understand their religious obligation on Zakat, Infaq and Sedekah.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 22 Jan 2020 01:51
Last Modified: 22 Jan 2020 01:51
URI: http://repository.ipmi.ac.id/id/eprint/514

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