Marketing Management Islamic Philanthropy Institution in Indonesia in collecting donor funds Eko Fajar Cahyono, Lina Nugraha Rani, Sylva Alif Rusmita
Islamic Economics Department
Faculty of Economics and Bussiness
Airlangga University
Abstract
The purpose of this study is to describe the strategies used by several institutions managing the funds of zakat, infaq, and alms in Indonesia. Unlike companies, zakat management institutions aimed by social rather than commercial and profit-making. Although non-profit organizations, in fact, Islamic social institutions have implemented some marketing management principles of advertising in the mass media, advertising in public places, making magazines, calling consumers and so on. This research tries to investigate further how the rationality of zakat management institution decides to make business marketing effort in reaching donor fund or public fund. The research approach uses qualitative descriptive and literature study method as the method of analysis. The data is taken from the documents of the promotional materials of zakat management institution and by observing the behavior of the promotion of zakat management institution. The scope of the research is the national standard zakat management institution in Indonesia and the period of analysis is from 2015 -2018
Keywords: Marketing Management, Zakah Management Institution, Fund Collecting
