Waqf Fundraising Strategy: Segmentation Analysis of Waqf in East Kalimantan

Moh Mahrus; Imroh Atul Musfiroh

doi:10.21093/bijis.v5i1.9965

Moh Mahrus Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda
Imroh Atul Musfiroh Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

DOI: https://doi.org/10.21093/bijis.v5i1.9965

Keywords: waqf, segmentation, digitalization

Abstract

Waqf is subject to legal regulation due to its inherent religious nature or the benefits it provides to Muslims. Waqf has significant implications for the development of social structures. The Indonesian Waqf Agency 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, notably in East Kalimantan. This study uses a qualitative approach. This discussion focuses on segmentation in efforts to increase waqf fundraising, notably in East Kalimantan. 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 observations and interviews to discover in-depth efforts to increase waqf fundraising with segmentation. The data that has been collected was 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), behavior (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.

References

Abdullah, Mohammad. “Waqf, Sustainable Development Goals (SDGs) and Maqasid Al-Shariah.” International Journal of Social Economics 45, no. 1 (2018): 158–72. https://doi.org/10.1108/IJSE-10-2016-0295.

Ahmad, Abd Rahman, Azizah Baharudin, Wan Zahari Wan Yusoff, Syed Muhamad Dawilah Syed Abdullah, and Ng Kim Soon. “Transformation of Waqf Implementation at Malaysian Public Universities.” Advanced Science Letters 22, no. 9 (2016): 2184–86. https://doi.org/10.1166/asl.2016.7560.

Badan Wakaf Indonesia. “Perwakilan BWI - Badan Wakaf Indonesia.” Accessed December 27, 2022. https://www.bwi.go.id/profil-badan-wakaf-indonesia/perwakilan-bwi/.

Bennett, Roger. “Predicting the Lifetime Durations of Donors to Charities.” Journal of Nonprofit & Public Sector Marketing 15, no. 1–2 (2006): 45–67. https://doi.org/10.1300/J054v15n01_03.

Čačija, Ljiljana Najev. “Preliminary Empirical Analysis of the Relationship Dynamics between Marketing Activities and Fundraising Success in Nonprofit Organizations.” Management : Journal of Contemporary Management Issues 19, no. 7 (2014): 137–55. https://hrcak.srce.hr/file/196732.

Çizakça, Murat. “Islamıc Wealth Management In.” JKAU: Islamic Econ., Vol. 28 No. 1, Pp: 3-19 (January 2015) DOI: 10.4197 / Islec. 28-1.1 Islamıc 28, no. 1 (2015): 3–19.

Damschroder, Laura J, David C Aron, Rosalind E Keith, Susan R Kirsh, Jeffery A Alexander, and Julie C Lowery. “Fostering Implementation of Health Services Research Findings into Practice: A Consolidated Framework for Advancing Implementation Science.” Implementation Science 4, no. 1 (2009): 50. https://doi.org/10.1186/1748-5908-4-50.

Faradis, Jauhar, M Yazid Affandi, and Slamet Khilmi. “Manajemen Fundraising Wakaf Produktif: Perbandingan Wakaf Selangor (PWS) Malaysia Dan Badan Wakaf Indonesia.” Asy-Syir’ah: Jurnal Ilmu Syari’ah Dan Hukum 49, no. 2 (2015): 500–518. https://doi.org/10.14421/ajish.v49i2.152.

Hassan, Abul, and Hjh Salma Binti Abdul Latiff. “Corporate Social Responsibility of Islamic Financial Institutions and Businesses.” Humanomics 25, no. 3 (2009): 177–88. https://doi.org/10.1108/08288660910986900.

Hidayati, Nurul, and Tony Surkancana. “Strategi Fundraising Gerai Zakat, Infak, Shadaqah Dan Wakaf Melalui Mall/Pusat Perbelanjaan Di Jabodetabek.” Jurnal Manajemen Dakwah 7, no. 1 (2019). https://doi.org/10.15408/jmd.v7i1.19977.

Ihsan, Hidayatul, Shahul Hameed, and Hj. Mohamed Ibrahim. “WAQF Accounting and Management in Indonesian WAQF Institutions The Cases of Two WAQF Foundations.” Humanomics 34, no. 1 (2018): 1–5.

Ismail Abdel Mohsin, Magda. “Financing through Cash-Waqf: A Revitalization to Finance Different Needs.” International Journal of Islamic and Middle Eastern Finance and Management 6, no. 4 (2013): 304–21. https://doi.org/10.1108/IMEFM-08-2013-0094.

Karnawijaya, Ning, and Deshinta Maharani. “Identifikasi Kendala Dalam Strategi Fundraising Wakaf Online Di Global Wakaf Surakarta.” Filantropi : Jurnal Manajemen Zakat Dan Wakaf 1, no. 2 (2020): 122–40. https://doi.org/10.22515/finalmazawa.v1i2.2844.

Kasri, Rahmatina Awaliyah, and Niken Iwani S Putri. “Fundraising Strategies to Optimize Zakat Potential in Indonesia: An Exploratory Qualitative Study.” Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah 10, no. 1 (2018). https://doi.org/10.15408/aiq.v10i1.6191.

Kuran, Timur. “The Provision of Public Goods under Islamic Law: Origins, Impact, and Limitations of the Waqf System.” Law & Society Review 35, no. 4 (2001): 841–97. https://doi.org/10.2307/3185418.

Mandaville, Jon E. “Usurious Piety: The Cash Waqf Controversy in the Ottoman Empire.” International Journal of Middle East Studies 10, no. 3 (1979): 289–308. https://doi.org/10.1017/S0020743800000118.

Mora Cortez, Roberto, Ann Højbjerg Clarke, and Per Vagn Freytag. “B2B Market Segmentation: A Systematic Review and Research Agenda.” Journal of Business Research 126 (2021): 415–28. https://doi.org/10.1016/j.jbusres.2020.12.070.

Mujani, W. K., M. S. Mohd Taib, M. K. I. Rifin, and K. Aboo Talib Khalid. “THE HISTORY OF THE DEVELOPMENT OF HIGHER EDUCATION WAQF IN MALAYSIA.” International Journal of Civil Engineering and Technology (IJCIET) 6, no. 3 (2019). https://doi.org/10.17720/2409-5834.v6.3.2019.05e.

Ndasi, Wilson, and Ediz Edip Akcay. “Understanding Authenticity in Digital Cause-Related Advertising: Does Cause Involvement Moderate Intention to Purchase?” Westminster Papers in Communication and Culture 15, no. 2 (2020). https://doi.org/10.16997/wpcc.344.

Nurhidayati, Suci Sri, Siska Lis Sulistiani, and Yayat Rahmat Hidayat. “Efektivitas Strategi Fundraising Wakaf Melalui Uang Berbasis Online Di Lembaga Wakaf Daarut Tauhiid.” In Prosiding Hukum Ekonomi Syariah, 2460:2159, 2019.

Pitchay, Anwar Allah, Ahamed Mydin Meera, and Muhammad Saleem. “Factors Influencing the Behavioral Intentions of Muslim Employees to Contribute to Cash-Waqf Through Salary Deductions.” Journal of King Abdulaziz University-Islamic Economics 28, no. 1 (2015). https://doi.org/10.4197/Islec.28-1.3.

Qotrunnada, Lailiyah, and Muchammad Saifuddin. “Model Manajemen Fundrising Wakaf Di Surabaya (Studi Di Yayasan Dana Sosial Al-Falah, Perbandingan Wakaf Selangor, BWI Dan Wakaf Global).” Management of Zakat and Waqf Journal (MAZAWA) 2, no. 1 (2020): 38–49. https://doi.org/10.15642/mzw.2020.2.1.38-49.

Radjab, Enny, and Andi Jam’an. Metodologi Penelitian Bisnis. Makassar: Unismuh Press, 2017.

Rahmadi, Rahmadi Rahmadi, Dian Meliza, and Alek Saputra. “Strategi Fundraising Harta Benda Wakaf Oleh Pondok Pesantren Syafa’aturrasul.” Jurnal Al-Falah Perbankan Syariah 2, no. 2 (2020): 26–37.

Reichmuth, Philipp. “”Lost in the Revolution“: Bukharan Waqf and Testimony Documents from the Early Soviet Period.” Die Welt Des Islams 50, no. 3 (2010): 362–96. https://doi.org/10.1163/157006010X544296.

Rizal, Hamid, and Hanudin Amin. “Perceived Ihsan , Islamic Egalitarianism and Islamic Religiosity towards Charitable Giving of Cash Waqf.” Journal of Islamic Marketing 8, no. 4 (2017): 669–85. https://doi.org/10.1108/JIMA-05-2015-0037.

Sadeq, Abul Hasan M. “Waqf, Perpetual Charity and Poverty Alleviation.” International Journal of Social Economics 29, no. 1/2 (2002): 135–51. https://doi.org/10.1108/03068290210413038.

Scott, Margaret. An Investigation of Market Segmentation Theory and Its Impact on Effective Fundraising. Queensland University of Technology, 2001.

Srnka, Katharina J., Reinhard Grohs, and Ingeborg Eckler. “Increasing Fundraising Efficiency by Segmenting Donors.” Australasian Marketing Journal 11, no. 1 (2003): 70–86. https://doi.org/10.1016/S1441-3582(03)70119-0.

Sugiyono. Metode Penelitian Kuantitatif , Kualitatif, Dan R&D. Bandung: Alfabeta, 2009.

———. Metode Penelitian Manajemen. Bandung: CV Alfabeta, 2013.

Suhaimi Nahar, Hairul, and Hisham Yaacob. “Accountability in the Sacred Context.” Journal of Islamic Accounting and Business Research 2, no. 2 (2011): 87–113. https://doi.org/10.1108/17590811111170520.

Sukmana, Raditya. “Critical Assessment of Islamic Endowment Funds (Waqf) Literature: Lesson for Government and Future Directions.” Heliyon 6, no. 10 (2020): e05074. https://doi.org/10.1016/j.heliyon.2020.e05074.

Suliyanto. Metode Penelitian Kuantitatif. Universitas Peradaban, 2017.

Syahrum, and Salim. Metodologi Penelitian Kualitatif. Edited by Rusydi Ananda. Bandung: Citapustaka Media, 2012.

Syamsuri, Syamsuri, and Vina Fithriana Wibisono. “Strategies of Islamic Education Institutions in Fundraising Waqf to Create Economic Independence in the Era of the 4.0 Industrial Revolution.” At-Ta’dib 14, no. 1 (2019): 35. https://doi.org/10.21111/at-tadib.v14i1.3532.

Tjiptono, Fandy. Strategi Pemasaran: Prinsip Dan Pemasaran. 4th ed. Yogyakarta: Penerbit ANDI, 2015.

Widanta, Bekti, Intri Ayu Murti, and Muinah Fadhilah. “Strategi Pemasaran STP (Segmenting, Targeting, Positioning) Untuk Produk BPR Syariah Mitra Harmoni Yogyakarta.” Inovasi 10, no. 1 (2023): 156. https://doi.org/10.32493/Inovasi.v10i1.p156-162.29239.

Winchester, Maxwell, and Gavin Lees. “An Investigation of the Success of Targeting Newspapers and Efficiency of Advertising in Ireland.” Journal of Promotion Management 22, no. 5 (2016): 620–36. https://doi.org/10.1080/10496491.2016.1185490.

Wood, Laura, Ryan Snelgrove, and Karen Danylchuk. “Segmenting Volunteer Fundraisers at a Charity Sport Event.” Journal of Nonprofit & Public Sector Marketing 22, no. 1 (2010): 38–54. https://doi.org/10.1080/10495140903190408.