Optimalisasi Donor Relationship Management (DRM) untuk Retensi Donatur Gerakan Infaq Beras : Studi Kasus Baitulmaal Munzalan Bogor

Abstract

Baitulmaal Munzalan Indonesia (BMI) Cabang Bogor mengalami penurunan penghimpunan Program Gerakan Infaq Beras (GIB) akibat pemblokiran akun WhatsApp Business berulang dan basis data donatur yang tidak terkelola. Penelitian action research model Kurt Lewin (dua siklus) ini bertujuan merancang strategi re- engagement berbasis permission marketing sekaligus menganalisis efektivitasnya terhadap peningkatan respons dan validasi data donatur. Pada Siklus I, penerapan pesan template massal tanpa penyaringan menghasilkan rata-rata 1,3 respons per hari, nol interaksi dialogis, dan 12% nomor tidak valid. Intervensi Siklus II dengan strategi permission marketing (menyertakan laporan visual dan tawaran titip doa) berhasil meningkatkan rata-rata respons menjadi 3,1 per hari dengan 38,7% balasan dialogis. Sebanyak 31 donatur pasif berhasil terhubung kembali tanpa satu pun insiden pemblokiran. Komunikasi berbasis permission marketing yang didukung kebersihan data terbukti efektif sebagai strategi retensi donatur lembaga filantropi Islam.

Baitulmaal Munzalan Indonesia (BMI) Bogor Branch experienced a decline in Gerakan Infaq Beras (GIB) program collection due to repeated WhatsApp Business account banning and an unmanaged donor database. This two-cycle Action Research (Kurt Lewin model) aims to design a permission marketing-based re-engagement strategy and analyze its effectiveness in improving response rates and data validation. Cycle I applied mass template-based outreach without data filtering, yielding an average of 1.3 responses per day, zero dialogic interactions, and 12% invalid contacts. Cycle II implemented a permission marketing strategy incorporating visual impact reports and prayer dedication (titip doa) offers, raising the daily average to 3.1 responses with 38.7% classified as dialogic. A total of 31 passive donors were successfully retained with zero banning incidents. Permission marketing communication supported by data hygiene is proven effective as a donor retention strategy for Islamic philanthropic institutions.