Waqf Fundraising Strategy: Segmentation Analysis of Waqf in East Kalimantan

Abstract

Waqf is regulated by law because its activities are inherently religious or because its benefits are for Muslims. Waqf has significant implications for the development of social structures. Waqf management institutions or BWI tend to use market-oriented fundraising strategies with a retail collection approach and an individual communication approach. This discussion focuses on segmentation in efforts to increase waqf fundraising, especially in East Kalimantan. This study uses a qualitative descriptive approach. This identifies and describes the segmentation strategy used to increase waqf fundraising in waqf institutions. There are four samples of BWI representative offices in East Kalimantan. The samples in this study include a BWI representative of Balikpapan, a BWI representative of North Penajaman Paser, a BWI representative of Paser, and a BWI representative of West Kutai. The data collection techniques are observation and interviews to discover in-depth efforts to increase waqf fundraising with segmentation. The data that has been collected is tested for validity using the Triangulation Method technique. Efforts to increase waqf fundraising include determining several waqf donor segments, namely based on geography (area of ​​waqf land, potential of waqf land, potential of the region), demographic (population, number of productive age), social (use of social media, religion and ethnicity), behaviour (education and beliefs) and attitudes. On the other hand, the digitalization of waqf using more modern applications, education, and literacy is necessary to facilitate people in waqf.