Peran Strategi Fundraising pada Kinerja Penghimpunan Zakat di Masa Pandemi Covid-19 (Studi Kasus: LAZ Dompet Dhuafa Yogyakarta)

DIAH RIZKI CAHYANI, Slamet Sugiri, Prof.,Dr.,MBA.

2021 | Skripsi | S1 AKUNTANSI

Penelitian ini bertujuan untuk mendiskripsikan strategi fundraising dan perannya di masa pandemi Covid-19. Penelitian ini juga menganalisis kinerja penghimpunan zakat di saat pandemi menggunakan analisis balance scorecard. Metode yang digunakan adalah kualitatif deskriptif dengan pendekatan studi kasus. Penelitian dilakukan pada LAZ Dompet Dhuafa Yogyakarta. Pengumpulan data dilakukan dengan studi lapangan melalui wawancara dan inspeksi dokumen. Hasil penelitian menunjukkan bahwa pandemi berdampak terhadap strategi fundraising DD Yogyakarta, namun DD cepat tanggap dalam melakukan perubahan dan percepatan strategi. Strategi yang dilakukan adalah reenginering process seperti peralihan dari kegiatan offline ke online, menggunakan kanal digital, landing pages, pembayaran secara transfer, mengelola muzakki secara online dan melakukan promosi melalui media sosial. DD Yogyakarta juga melakukan penghematan biaya dan pendayagunaan di masa pandemi lebih diarahkan ke program karitas daripada pemberdayaan. Penilaian kinerja melalui Balance Scorecard: 1). Aspek mission: DD Yogyakarta sudah baik dalam memberikan dampak sosial kepada mustahik dan masyarakat di masa pandemi dengan memberi bantuan berupa pangan, kesehatan dan pendidikan. 2). Aspek support: DD Yogyakarta telah memiliki sumber daya yang baik seperti SDM, sumber dana, muzakki yang loyal, brand yang kuat, tapi harus tetap ditingkatkan lagi fundraising-nya. 3). Aspek process: DD Yogyakarta sudah optimal dalam pengelolaan intangible aset, memiliki transparansi dan akuntabilitas yang baik namun masih perlu ditingkatkan 4). Aspek learning and growth: DD Yogyakarta sudah memiliki karyawan yang kompeten dan telah menyediakan program pengembangan diri bagi karyawannya. 5). Aspek financial: DD Yogyakarta sudah baik, hal tersebut dibuktikan dengan adanya peningkatan presentase penerimaan dana zakat selama 5 tahun terakhir bahkan di saat pandemi.

This study aims to describe the fundraising strategy and its role during the Covid-19 pandemic. This study also assessed the performance of zakat collection during a pandemic using Balance Scorecard analysis. The method used is descriptive qualitative with a case study approach. This research was conducted at LAZ Dompet Dhuafa Yogyakarta. Data collection was carried out by field studies through interviews and document inspections. The results showed that the pandemic had an impact on DD Yogyakarta's fundraising strategy, but DD Yogyakarta was responsive by making changes and accelerating strategies. The strategy implemented is reenginering process, such as switching from offline to online activities, using digital channels, landing pages, transfer payments, managing muzakki online and promoting through social media. DD Yogyakarta also makes cost savings and prioritizes the utilization of charity programs rather than empowerment in pandemic. Performance assessment through the Balanced Scorecard: 1) Mission aspect: DD Yogyakarta has been good in providing social impacts to mustahik and the community during the pandemic by providing assistance in the form of food, health and education. 2) Support aspect: DD Yogyakarta already has good resources such as human resources, funding sources, loyal muzakki, strong brand, but fundraising must be improved. 3) The process aspect: DD Yogyakarta is optimal in managing intangible assets, has good transparency and accountability but still needs to be improved. 4) Learning and growth aspects: DD Yogyakarta already has competent employees and has provided self-development programs for its employees. 5) The financial aspect of DD Yogyakarta is good, this is evidenced by the increase in the percentage of zakat receipts over the last 5 years even during the pandemic.

Kata Kunci : Strategi Fundraising, Penghimpunan Zakat, Kinerja, Pandemi Covid-19