Efektivitas storytelling dalam fundraising zakat di lembaga amil zakat : Studi kualitatif pada mustahik
Keywords:
Storytelling, Fundraising, Zakat, Zakat Collection Agencies, BeneficiariesAbstract
Storytelling in zakat fundraising has become one of the communication strategies used by zakat collection agencies to build empathy and increase public participation in zakat giving. Low zakat collection rates and the importance of building trust among zakat contributors have prompted zakat agencies to adopt a more persuasive and humanistic communication approach through the real-life stories of zakat recipients. This study aims to analyze the effectiveness of storytelling in zakat fundraising at El-Zawa UIN Maulana Malik Ibrahim Malang and to understand the recipients’ perspectives on the use of their life stories in the fundraising process. The research method employed is qualitative descriptive, utilizing data collection techniques such as interviews, observation, and documentation. The research informants were mustahik recipients of educational zakat assistance at El-Zawa UIN Maulana Malik Ibrahim Malang. The results indicate that storytelling is considered quite effective in increasing public empathy and willingness to pay zakat, as it effectively portrays the mustahik’s real-life conditions in an emotional and humanistic manner. Furthermore, the zakat assistance provided has a positive impact on the beneficiaries, particularly in covering educational expenses and alleviating the family’s economic burden. However, zakat management institutions must continue to prioritize communication ethics, protect the beneficiaries’ privacy, and avoid sensationalizing stories to ensure the dignity of aid recipients is maintained.
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