Strategi Fundraising pada Pesantren di Kalimantan Selatan
Keywords:
strategi fundraising, retensi donatur, penghargaan terhadap donatur
Abstract
Donasi merupakan kunci dalam pendanaan lembaga pendidikan Islam milik masyarakat. Pesantren sebagai institusi lembaga pendidikan Islam memerlukan penggalangan dana untuk pengembangan dan operasional. Tujuan penelitian adalah mengetahui strategi penggalangan dana, retensi, dan stewardship donatur pada pesantren. Penelitian ini merupakan penelitian lapangan dengan pendekatan kualitatif. Penelitian dilaksanakan pada Pondok Pesantren Nurul Abshor Islamic and Raudhatul Jannah Batusilira yang terletak di Kabupaten Kotabaru Kalimantan Selatan. Data dikumpulkan dengan wawancara terhadap pengelola, orang tua, dan donatur. Analisis data dilakukan melalui tahap menghubungkan data dengan fokus masalah, mengidentifikasi pola dari data, menyatukan pola sehingga dapat menjawab fokus masalah. Penelitian ini menemukan bahwa keberhasilan fundraising sangat ditentukan oleh tuan guru pengasuh pondok pesantren. Retensi dan stewardship donor dilakukan dengan transparansi, memelihara citra melalui tuan guru, dan melibatkan donatur dalam pengelolaan. Penghargaan terhadap donatur tidak berdasarkan kebutuhan donor. Artikel ini merekomendasikan fundraising pada lembaga pendidikan Islam harus mengadopsi fundraising modern sehingga ketergantungan terhadap tuan guru (iulama) dalam fundraising dapat dikurangi.
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Ak, R. A. (2020, November 20). Wawancara [Personal communication].
Amiqah, A. (2018). Motivasi Jamaah Mengikuti Haul Guru Sekumpul di Yogyakarta. 8. https://core.ac.uk/works/83168614
Amos, O. M. (1982). Empirical analysis of motives underlying individual contributions to charity. Atlantic Economic Journal, 10(4), 45–52. https://doi.org/10.1007/BF02300194
Berapa Jumlah Sekolah di Indonesia pada Tahun Ajaran 2020/2021? | Databoks. (n.d.). Retrieved July 26, 2022, from https://databoks.katadata.co.id/datapublish/2021/11/26/berapa-jumlah-sekolah-di-indonesia-pada-tahun-ajaran-20202021
Bradford, T. W., & Boyd, N. W. (2020). Help Me Help You! Employing the Marketing Mix to Alleviate Experiences of Donor Sacrifice. Journal of Marketing, XX(X).
Burt, C. D., & Strongman, K. (2005). Use of images in charity advertising: Improving donations and compliance rates. International Journal of Organisational Behaviour, 8(8), 571–580.
Chen Yang, Mengying Zhao, Chunya Xie, & Jingyi Li. (2022). The Influence of Infant Schema Cues on Donation Intention in Charity Promotion. Frontiers in Psychology, 13. Directory of Open Access Journals. https://doi.org/10.3389/fpsyg.2022.869458
Davis, D. Z., & Moscato, D. (2018). The Philanthropic Avatar: An Analysis of Fundraising in Virtual Worlds Through the Lens of Social Capital. International Journal of Strategic Communication, 12(3), 269–287. https://doi.org/10.1080/1553118X.2018.1464007
Duncan, B. (2002). Pumpkin Pies and Public Goods: The Raffle Fundraising Strategy. Public Choice, 111(1/2), 49–71.
Eayrs, C. B., & Ellis, N. (1990). Charity advertising: For or against people with a mental handicap? British Journal of Social Psychology, 29(4), 349–366. https://doi.org/10.1111/j.2044-8309.1990.tb00915.x
EMIS | Dashboard | Pendis Kemenag. (n.d.). Retrieved July 26, 2022, from http://emispendis.kemenag.go.id/dashboard/?content=data-statistik
Gläser, J., & Laudel, G. (2013). Life With and Without Coding: Two Methods for Early-Stage Data Analysis in Qualitative Research Aiming at Causal Explanations. Forum: Qualitative Social Research, 14(2). https://doaj.org
Hou, T., Hou, K., Wang, X., & Luo, X. (Robert). (2021). Why I give money to unknown people? An investigation of online donation and forwarding intention. Electronic Commerce Research and Applications, 47. ScienceDirect. http://e-resources.perpusnas.go.id:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=edselp&AN=S1567422321000272&site=eds-live
Hunt, G. A., & Lee, H. (1993). The Ten Principles for Successful Fundraising. The Bottom Line, 6(3/4), 27–33. https://doi.org/10.1108/eb025383
Irantha Hendrika Kenang & Gladys Gosal. (2021). Factors Affecting Online Donation Intention in Donation-based Crowdfunding. The Winners, 22. OpenAIRE. http://e-resources.perpusnas.go.id:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=edsair&AN=edsair.doi...........894dcae9836229e4821676c86ba8dcab&site=eds-live
Jee Young Chung, & Braun, R. (2022). Save the Amazon Rainforest!: Message Strategies of Charity Advertising in Social Media. Southwestern Mass Communication Journal, 37(2), 1–15.
Kashif, M., Sarifuddin, S., & Hassan, A. (2015). Charity donation: Intentions and behaviour. Marketing Intelligence & Planning, 33(1), 90–102. https://doi.org/10.1108/MIP-07-2013-0110
Kelly, D., & Vamosiu, A. (2021). Charitable Giving to College Athletics: The Role of Brand Communities in Choosing How Much to Give. Journal of Marketing for Higher Education, 31(1), 1–22. ERIC.
Knowles, S. R., Hyde, M. K., & White, K. M. (2012). Predictors of Young People’s Charitable Intentions to Donate Money: An Extended Theory of Planned Behavior Perspective: YOUNG PEOPLE’S INTENTIONS TO DONATE MONEY. Journal of Applied Social Psychology, 42(9), 2096–2110. https://doi.org/10.1111/j.1559-1816.2012.00932.x
Lazard, A., & Atkinson, L. (2015). Putting Environmental Infographics Center Stage: The Role of Visuals at the Elaboration Likelihood Model’s Critical Point of Persuasion. Science Communication, 37(1), 6–33. https://doi.org/10.1177/1075547014555997
Levačić, R. (2007). The Relationship Between Student Attainment and School Resources. In T. Townsend (Ed.), International Handbook of School Effectiveness and Improvement (Vol. 17, pp. 395–410). Springer Netherlands. https://doi.org/10.1007/978-1-4020-5747-2_22
Li, X., & Feng, L. (2021). Impact of donors’ financial fairness perception on donation intention in nonprofit organizations after COVID-19 outbreak. PLoS ONE, 16(6), 1–14. Complementary Index. https://doi.org/10.1371/journal.pone.0251991
Ln, L. U. (2020, November 10). Wawancara [Personal communication].
Mainardes, E. W., Laurett, R., Degasperi, N. C. P., & Lasso, S. V. (2017). External motivators for donation of money and/or goods. International Journal of Nonprofit and Voluntary Sector Marketing, 22(2), e1568.
Maleki, F., & Hosseini, S. M. (2020). Charity donation intention via m-payment apps: Donor-related, m-payment system-related, or charity brand-related factors, which one is overkill? International Review on Public & Non Profit Marketing, 17(4), 409–443. Complementary Index.
Mat Daud, M. S., Wahid, H., & Noor, M. A. M. (2022). The Influences of Attitude, Religiosity, and Subjective Norm on Muslim’s Donation Intention During COVID-19 Lockdown in Malaysia. International Journal of Sustainable Development & Planning, 17(3), 915–923. Complementary Index.
Messaris, P. (1997). Visual persuasion: The role of images in advertising. Sage.
Misnw, M. (2020, November 2). Wawancara [Personal communication].
MN, M. (2020, November 15). Wawancara [Personal communication].
Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543–549. https://doi.org/10.1108/07363761011078280
MS, M. U. (2020, November 2). Wawancara [Personal communication].
Sargeant, A., & Shang, J. (2010). Fundraising principles and practice (Vol. 17). John Wiley & Sons.
Sdr, S. (2020, November 20). Wawancara [Personal communication].
Sharan B. Merriam & Robin S. Grenier. (2019). Qualitative Research in Practice: Examples for Discussion and Analysis: Vol. Second edition. Jossey-Bass; eBook Collection (EBSCOhost).http://eresources.perpusnas.go.id:2048/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1995972&site=eds-live
Shenton, A. K. (2004). Strategies for ensuring trustworthiness in qualitative research projects. Education for Information, 22(2), 63–75. https://doi.org/10.3233/EFI-2004-22201
Yue Zheng, McKeever, B. W., & Linjia Xu. (2016). Nonprofit Communication and Fundraising in China: Exploring the Theory of Situational Support in an International Context. International Journal of Communication (19328036), 10, 4280–4303. Communication & Mass Media Complete.
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