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

Rahmatina Awaliyah Kasri, Niken Iwani S Putri


This paper aims to identify and evaluate differences in the fundraising strategies implemented by different types of zakah institutions in Indonesia, to optimize the country's potential for zakah collection. This study using a qualitative approach, which using semi-structured interviews conducted with zakah organizations in Indonesia. The main finding suggests that differences in fundraising strategies indeed exist. Corporate and government zakah agencies tend to use traditional fundraising strategies, with a partnership approach for collecting zakah and a community-oriented approach for communicating zakah. In contrast, private zakah agencies tend to use market-oriented fundraising strategies allied with retail collection approach and an individual communication approach. It also suggested that the market-oriented fundraising strategy has resulted in higher and more sustainable revenues, indicating consistency with the resource dependence theory of fundraising.

DOI: 10.15408/aiq.v10i1.6191


fundraising strategy; zakah organizations; Islamic charities; Islamic voluntary sector


Abu Bakar, N. B., & A.R.A. Rahman. (2007). A Comparative Study of Zakah and Modern Taxation. JKAU: Islamic Economics. 20(1): 25-40.

Ahmed, H. (2004). Role of Zakah and Awqaf in Poverty Alleviation. Jeddah: Islamic Development Bank, Islamic Research and Training Institute.

Al Qardawi, Y. (2000). Fiqh Al Zakah: A Comparative Study of Zakah, Regulations and Philosophy in the Light of Quran and Sunnah. Jeddah: King Abdulaziz University.

Alfitri, B. (2005). The Law of Zakat Management and Non-governmental Zakat Collectors in Indonesia. International Journal of Not-for-Profit Law. 8 (2): 55-64.

Andreasen, A. R. (2012). Rethinking the Relationship between social/nonprofit Marketing and Commercial Marketing. Journal of Public Policy & Marketing. 31(1): 36-41.

Anheier, H. K. (2009). What kind of Non-profit Sector, What Kind of Society? Comparative Policy Reflections. American Behavioral Scientist. 52(7): 1082-1094.

Anheier, H. K., S. Toepler., & S.W. Sokolowski. (1997). The Implications of Government Funding for Non-profit Organizations: Three Propositions. International Journal of Public Sector Management. 10(3): 190-213.

Arnett, D. B., S.D. German, & S.D. Hunt. (2003). The Identity Salience Model of Relationship Marketing Success: The Case of Non-profit Marketing. Journal of Marketing. 67(2): 89-105.

Balabanis, G., R.E. Stables, & H.C. Phillips. (1997). Market Orientation in the Top 200 British Charity Organizations and Its impact on Their Performance. European Journal of Marketing. 31(8): 583–603.

Bamualim, C. S., & I. Abubakar. (2005). Revitalisasi Filantropi Islam: Studi Kasus Lembaga Zakat dan Wakaf di Indonesia (The Islamic Philantrophy Revitalitation: Case Study at Zakah and Waqf Institutions in Indonesia). Jakarta: Pusat Bahasa dan Budaya, Universitas Islam Negeri Syarif Hidayatullah Jakarta dan Ford Foundation.

Bennett, R. & A. Sargeant. (2005). Special Section: The Nonprofit Marketing Landscape. Journal of Business Research. 58: 797-805.

Bennett, R., & A. Barkensjo. (2005). Relationship Quality, Relationship Marketing, and Client Perceptions of the Levels of Service Quality of Charitable Organisations. International journal of service industry management. 16(1): 81-106.

Benthall, J. (1999). Financial worship: the Quranic Injunction to almsgiving. Journal of the Royal Anthropological Institute. 5 (1): 27-42.

Boyatzis, R. E. (1998). Transforming Qualitative Information: Thematic Analysis and Code Development. USA: Sage Publishing.

Brooks, A. C. (2004). Evaluating the Effectiveness of Non-profit Fundraising. Policy Studies Journal. 32(3): 363-374.

Burnett, K. (2002). Relationship Fundraising: A Donor-based Approach to The Business of Raising Money. New York: John Wiley & Sons.

Carroll, D. A., & K.J. Stater. (2008). Revenue Diversification in Nonprofit Organizations: Does it Lead to Financial Stability?. Journal of Public Administration Research and Theory. 19(4): 947-966.

Chad, P., E. Kyriazis, & J. Motion. (2013). Development of a Market Orientation Research Agenda for The Nonprofit Sector. Journal of Nonprofit & Public Sector Marketing. 25(1): 1-27.

Dolnicar, S., & K. Lazarevski. (2009). Marketing in Non-profit Organizations: an International Perspective. International Marketing Review. 26(3): 275-291.

Firdaus, M., I.S. Beik., T. Irawan., & B. Juanda, B. (2012). Economic Estimation and Determinations of Zakat Potential in Indonesia. Jeddah: Islamic Research and Training Institute.

Froelich, K. A. (1999). Diversification of Revenue Strategies: Evolving Resource Dependence in Nonprofit Organizations. Nonprofit and Voluntary Sector Quarterly. 28(3): 246-268.

Helfert, G., T. Ritter, & A. Walter. (2002). Redefining Market Orientation from a Relationship Perspective: Theoretical Considerations and Empirical Results. European Journal of Marketing. 36(9/10): 1119-1139.

Holman, M. M., & L. Sargent. (2006). Major donor fundraising. London: Directory of Social Change.

Kahf, M. (2000). Zakah Management in Some Muslim Societies. Jeddah: Islamic Research and Training Institute, Islamic Development Bank.

Kasri, R. A. (2016). Effectiveness of Zakah Targeting in Alleviating Poverty in Indonesia. Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah (Journal of Islamic Economics). 8 (2): 169-186.

Katz, D., & R.L. Kahn. (1978). The Social Psychology of Organizations (Vol. 2). New York: Wiley and Sons.

Kingma, B. R. (1993). Portfolio Theory and Nonprofit Financial Stability. Nonprofit and Voluntary Sector Quarterly. 22(2): 105-119.

Levine, H., & A.G. Zahradnik. (2012). Online Media, Market Orientation, and Financial Performance in Nonprofits. Journal of Nonprofit & Public Sector Marketing. 24(1): 26-42.

Ortmann, A., & M. Schlesinger. (1997). Trust, Repute and The Role of Non-profit Enterprise. Voluntas: International Journal of Voluntary and Nonprofit Organizations. 8(2): 97-119.

Othman, R., & A.M. Thani. (2010). Islamic Social Reporting of Listed Companies in Malaysia. The International Business & Economics Research Journal. 9(4). 135-144.

Pandelica, A., I. Pandelica., & I. Dumitru. (2009). The Development of a Methodological Framework of Market Orientation Implementation: a Value Chain Perspective. Journal of American Academy of Business. 14(2): 285-292.

Pfeffer, J., & G.R. Salancik. (1978). The External Control of Organizations: A Resource Dependence Perspective.. New York: Harper and Row Publishers.

Pfeffer, J., & G.R. Salancik. (2003). The External Control of Organizations: A Resource Dependence Perspective. California: Stanford University Press.

Salamon, L. M., & H.K. Anheier. (1997). Defining the Nonprofit Sector: A Cross-national Analysis. Manchester: Manchester University Press.

Schlegelmilch, B. B., & A.C. Tynan. (1989). The Scope for Market Segmentation Within the Charity Market: an Empirical Analysis. Managerial and Decision Economics. 10(2): 127-134.

Schlesinger, M., & B. Gray. (1998). A Broader Vision for Managed Care, part 1: Measuring the Benefit to Communities. Health Affairs. 17(3): 152-168.

Shehata, S. I. (1989). Limitations on the use of Zakah funds in financing the socio-economic infrastructure of society. Management of Zakah in Modern Muslim Society, Islamic Institute of Research and Training, Jeddah, Saudi Arabia.

Suhaib, A. Q. (2009). Contribution of Zakat in the Social Development of Pakistan. Pakistan Journal of Social Sciences (PJSS). 29(2): 313-334.

Tschirhart, M. (2005). Employee volunteer programs. Emerging areas of volunteering. 1: 13-30.

Warwick, M. (1999). Fundraising Forum: How Big a Gift Should You Ask for?. Nonprofit World. 17: 15-16.

Waters, R. D., E. Burnett., A. Lamm., & J. Lucas. (2009). Engaging Stakeholders Through Social Networking: How Nonprofit Organizations are Using Facebook. Public Relations Review. 35(2): 102-106.

Weinstein, L., & D. Bukovinsky. (2009). Use of The Balanced Scorecard and Performance Metrics to Achieve Operational and Strategic Alignment in Arts and Culture not-for-Profits. International Journal of Arts Management. 11 (2): 42-55.

Weir, L., & S. Hibbert. (1998). The Role of the Fundraising Database in Building Charity-Donor Relationships. Working Paper. Glasgow: University of Strathclyde.

Wibisono, Y. (2015). Mengelola Zakat Indonesia (Management of Indonesian Zakah). Jakarta: Prenada media Group.

Widarwati, E., N.C. Afif., & M. Zazim. (2016). Strategic Approach for Optimizing of Zakah Institution Performance: Customer Relationship Management. Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah (Journal of Islamic Economics). 9(1): 81-94.

Full Text: PDF

DOI: 10.15408/aiq.v10i1.6191


  • There are currently no refbacks.