Analisis Perencanaan Dan Strategi Komunikasi Crowdfunding Dompet Dhuafa Dalam Masa Pandemi Covid -19

Abstract

Since 2019, the corona virus or Covid-19 has appeared. The virus that can cause adverse health effects also seems to have an impact on social impacts, namely poverty. With the increase in social problems, it triggers the community to be able to participate in solving problems that exist in Indonesia by increasing fundraising. One of the emerging innovations to raise funds is to accommodate these activities through crowdfunding platforms. One of the Crowdfunding platforms that has developed in Indonesia is Dompet Dhuafa. For this reason, this research focuses on planning and communication strategies carried out by Dompet Dhuafa crowdfunding during the coronavirus or COVID-19 pandemic. This research is interesting to study because it contains communication planning and communication strategies that carried out or applied by the Dompet Dhuafa crowdfunding party during the corona virus or covid-19 pandemic. The purpose of this study was to see the communication planning and communication strategy carried out by Dompet Dhuafa as a crowdfunding platform, so that it can survive and increase results during the Covid-19 pandemic. This study uses descriptive qualitative research methods. The results found in this study are in the communication planning used by Dompet Dhuafa Crowdfunding as follows: 1) Conduct market research to find out the needs of the target and do agenda setting. 2) Using value Inspiring for guidelines in running the program. 3) Involving Human Resources in Volunteer Activities. 4) Setting up various technology channels both internally and externally. While the Communication Strategy used by Dompet Dhuafa Crowdfunding is as follows 1) Using Omnichannel Strategy to disseminate information. 2) Using Influencers as communicators. 3) Collaboration with other Crowdfunding. 4) Spreading Messages through touching content.