Aisha Gita Arumdalu, . (2022) STRATEGI KOMUNIKASI ORGANISASI NIRLABA DALAM MENARIK MINAT DONATUR: Studi Kasus Yayasan Buddha Tzu Chi Indonesia. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The existence of a non-profit organizations is very helpful for the government in advancing the general welfare and the intellectual life of the nation in accordance with the goals of the country. Fundraising is one of the obstacles that is felt by every non-profit organizations engaged in the humanitarian sector. In implementing a fundraising strategy, a communication strategy can be used. The right communication strategy can generate interest, trust, and influence audiences to participate in making donations. The purpose of this study was to identify and describe the communication strategies employed by the Buddha Tzu Chi Indonesia Foundation in attracting donors. The research method used is a descriptive research method with a qualitative approach with a case study technique. Data collection techniques are in-depth interviews, moderate participation observation, literature study, and documentation. Data analysis techniques were pattern matching, explanation building, and time-series analysis. Data validity techniques used source triangulation. This study involved two informants, consisting of the Head of External Relations & Partnership Development and donors of the Buddha Tzu Chi Indonesia Foundation. The results showed that the communication strategy adopted by Tzu Chi and succeeded in attracting donors interest. However, in this case, there are still obstacles from the lack of Human Resources (HR) so that the management of social media is not optimal which causes branding and awareness of Tzu Chi to be low.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1710411060] [Pembimbing: Lukman Saleh Waluyo] [Penguji 1: Maria Febiana Christanti] [Penguji 2: Ratu Laura Mulia BP] |
| Uncontrolled Keywords: | Communication Strategy, Donors, Nonprofit Organizations |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Aisha Gita Arumdalu |
| Date Deposited: | 02 Feb 2022 04:59 |
| Last Modified: | 02 Feb 2022 04:59 |
| URI: | http://repository.upnvj.ac.id/id/eprint/15796 |
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