Pola Dakwah Digital Fundraising Lembaga Wakaf Daarut Tauhiid

Abstract

This research aims to understand the da'wah patterns used by the Daarut Tauhiid Waqf Institution in promoting its digital fundraising program through digital media. Using a qualitative approach, data were collected through in-depth interviews with the institution's funding team, observation of its digital media content, and analysis of institutional documents, validated through triangulation. The findings show that the Waqf Institution applies two main da'wah patterns. First, a media-based da'wah pattern focused on producing quality content, including waqf literacy material, content on the empowerment of waqf assets, and inspirational testimonials from donors (muwakif) that were distributed through its own digital platforms (YouTube, TikTok, Instagram, and its website), affiliated media (MQ TV, MQ FM), and third-party crowdfunding platforms. Second, a da'wah bil hal pattern realized through open, responsive, and trust-building communication between the institution's team and its donors. In 2023, this digital funding strategy helped the institution raise approximately IDR 18 billion, almost entirely through online channels, and received a positive public response reflected in growing follower numbers and direct engagement on social media. The main challenges identified include adapting human resources to market dynamics and the public's still-limited literacy about the diverse forms of waqf. This research contributes to the development of da'wah communication theory and practice in the context of digital media.