IMPLEMENTATION OF DIGITAL MARKETING IN AN EFFORT TO INCOME ZIS FUND RAISING (ZAKAT, INFAQ, AND SHODAQOH)
Abstract
The digitalization of Islamic philanthropy encourages Zakat, Infaq, and Shodaqoh (ZIS) management institutions to adopt digital marketing to expand reach, increase trust, and facilitate donation transactions. However, the implementation of digital marketing does not only concern the use of social media and payment channels, but also involves issues of sharia compliance, governance, data security, digital literacy, organizational system integration, and technological innovations such as dashboards, gamification, artificial intelligence (AI), and blockchain. This research aims to explore how the implementation of digital marketing in an effort to increase ZIS fund collection, its driving and inhibiting factors, and the direction of future development. The method used is qualitative with a literature and case-based thematic synthesis design (qualitative thematic synthesis) on research findings documented in studies on digital ZIS, sharia fintech, digital zakat campaigns, and Islamic philanthropic governance. The analysis yielded four main themes: (1) digital marketing implementation strategies for ZIS collection; (2) the mechanism for establishing trust and sharia compliance; (3) effectiveness and challenges (digital literacy, risk, privacy, IT capacity, and regulation); and (4) superior practices and innovations (dashboards, gamification, personalization, digital influencers/da'wah, AI and blockchain). The results of the synthesis show that the growth of ZIS collection through digital channels is associated with ease of use, usability, quality of systems/information/services, variety of payment methods, and transparency of reporting. On the other hand, the digital literacy and technology readiness gap, data protection issues, and system integration challenges are crucial obstacles. This study emphasizes the importance of a digital marketing implementation model that combines prophetic communication and new media, user experience (UI/UX) design, governance-based management, and ethical and sharia principles-compliant technological innovation.
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DOI: https://doi.org/10.3059/insis.v0i0.30182
DOI (PDF): https://doi.org/10.3059/insis.v0i0.30182.g15308
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