Fundraising Strategies to Optimize Zakat Potential in Indonesia: An Exploratory Qualitative Study

Fundraising activities, which include collection and communication strategies, are vital for every zakah organizations. The paper aims to identify and assess differences in fundraising strategies implemented by different types of zakah institutions in Indonesia in order to optimize potential of zakah collection in the country. To achieve it, qualitative research approach with semi-structured interviews with zakah organizations in Indonesia is conducted. The main finding suggests that the differences in fundraising strategies indeed occurred. Corporate and government zakah agencies tend to use traditional fundraising strategy, with partnership approach for collecting zakah and community-oriented approach for communicating zakah. In contrast, private zakah agencies tend to use a market oriented fundraising strategy with retail collection approach and individual communication approach. It is also found that the market oriented fundraising strategy have resulted in a higher and more sustainable revenue, which indicates consistency with resource dependence theory of fundraising. The findings are expected to enrich zakah literature and provide guidance in increasing effectiveness of zakah fundraising in Indonesia.DOI: 10.15408/aiq.v10i1.619