The effectiveness level of the zakat campaign is one of the important factors in improving the institution's brand and zakat collection for the National Board of Zakat (BAZNAS). The zakat campaign has an important role in increasing public knowledge of zakat which furthermore can influence one's decision to make zakat.

The zakat campaign needs to be organized effectively in influencing the target market. The assessment of the effectiveness level of zakat campaigns is important for BAZNAS for evaluating zakat campaign activities that have been managed by BAZNAS. In addition, measuring the effectiveness of the zakat campaign is expected to assist BAZNAS in seeing people's perceptions of the zakat fund raising institutions. Therefore, Puskas BAZNAS made a study book entitled "The Effectiveness of Zakat Campaigns on Institutional Brands and Zakat Collection".

For four months, the analysis was observed by using the FGD and survey process. Some of the results of this book covers media campaign preferences based on demographics, BAZNAS zakat campaign evaluations, and suggestions for BAZNAS zakat campaigns. In addition, this book also utilizes simple linear regression to test the hypothesis of the effect of the effectiveness of the zakat campaign on the institution's brand and zakat collection. The result shows that the observed variables have a significant positive relationship both directly and using brand variables as mediation.

The findings of this survey also finds that the majority of respondents who pay zakat at BAZNAS, prefers social media as the most influential, trusted, and media campaign that could make muzaki believe in continuing to tithe at BAZNAS. The most distinguishing finding from millennial and non-millennial generation is the percentage size of preference for social media. For example, for the most influencing media for muzaki in paying zakat, millennial generation respondents chose social media by 47%, while non-millennial generation only 28%. Furthermore, for campaign media other than social media, the preference between muzaki and non muzaki itself is quite diverse. Campaign time preferences that are good for muzaki and non-muzaki tend to be similar which is at night (19.00-21.00) then evening (16.00-18.00).

The effectiveness of the BAZNAS campaign that is examined through the EPIC model is indicated to be quite effective. This consists of four dimensions, empathy and impact that are considered effective as well as persuasion and communication which are found quite effective. Therefore, BAZNAS is suggested to have a strategy to improve effectiveness of the campaign especially in the dimensions of persuasion and communication. Then, the BAZNAS brand was analyzed to comprehend perceptions of society towards BAZNAS. For brand awareness category, 36% of respondents agreed that BAZNAS was the first zakat institution that the respondents can recall when there are questions about zakat institutions. For brand image, 40.7% of respondents agreed that BAZNAS is associated as a institution that was responsive in social issues. Generally, BAZNAS is also considered as the most known zakat institutions for Top of Mind by 51.5% of respondents. This achievement is amazing because it shows the position of BAZNAS as the best known zakat institution for Jabodetabek respondents.

Publication of the results of the study of the Effectiveness of Zakat Campaigns on Institutional Brands and Zakat Collection will be discussed on June 9, 2020 at 14.00 WIB via BAZNAS TV broadcasts. This webinar will be opened by the Director of BAZNAS and then, the publication will be discussed by the BAZNAS Puskas 2 strategic research team.

 

Rep: Puskas BAZNAS