Communication Strategy and Institutional Image in Managing Zakat, Infaq, and Sadaqah Funds: A Study of LAZNAS Nurul Hayat Kediri

Bagus Sujatmiko; Sri Mulyani

doi:10.70062/incoils.v5i1.376

Authors

Bagus Sujatmiko Universitas Pangeran Diponegoro Nganjuk
Sri Mulyani Universitas Pangeran Diponegoro Nganjuk

DOI:

https://doi.org/10.70062/incoils.v5i1.376

Abstract

ABSTRACT : This study examines the communication strategies and institutional image-building practices employed in the management of zakat, infaq, and sadaqah (ZIS) funds by LAZNAS Nurul Hayat Kediri. Persistent public skepticism toward zakat institutions highlights the increasing need for strategic communication approaches capable of strengthening institutional credibility, transparency, and long-term public trust. Using a descriptive qualitative method, data were collected through in-depth interviews, three months of participant observation, and comprehensive documentation. Data analysis followed Miles and Huberman’s interactive model, allowing an in-depth interpretation of communication patterns and organizational dynamics. The findings reveal that multichannel communication, transparent financial reporting, message consistency, and the professionalism of fundraisers significantly contribute to building and sustaining the institution’s positive public image. The organization’s financial independence through its supporting business units further enhances donor confidence and reinforces perceptions of reliability. Theoretically, this research enriches scholarly discussions on strategic communication and institutional reputation within the field of Islamic philanthropy. Practically, it provides a replicable and adaptive communication framework for zakat institutions aiming to strengthen donor engagement, improve accountability, and enhance ZIS fund management in a more sustainable and impactful manner.

Author Biography

Sri Mulyani, Universitas Pangeran Diponegoro Nganjuk

ABSTRACT : This study examines the communication strategies and institutional image-building practices employed in the management of zakat, infaq, and sadaqah (ZIS) funds by LAZNAS Nurul Hayat Kediri. Persistent public skepticism toward zakat institutions highlights the increasing need for strategic communication approaches capable of strengthening institutional credibility, transparency, and long-term public trust. Using a descriptive qualitative method, data were collected through in-depth interviews, three months of participant observation, and comprehensive documentation. Data analysis followed Miles and Huberman’s interactive model, allowing an in-depth interpretation of communication patterns and organizational dynamics. The findings reveal that multichannel communication, transparent financial reporting, message consistency, and the professionalism of fundraisers significantly contribute to building and sustaining the institution’s positive public image. The organization’s financial independence through its supporting business units further enhances donor confidence and reinforces perceptions of reliability. Theoretically, this research enriches scholarly discussions on strategic communication and institutional reputation within the field of Islamic philanthropy. Practically, it provides a replicable and adaptive communication framework for zakat institutions aiming to strengthen donor engagement, improve accountability, and enhance ZIS fund management in a more sustainable and impactful manner.

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