Strategi Komunikasi Persuasif Non-Governmental Organization (Kpaj) DalamMenarik Minat Donatur & Partisipasi Publik
Abstract
This study aims to understand the persuasive communication strategies implemented by Komunitas Peduli Anak Jalanan (KPAJ) in attracting donors and increasing public participation in Makassar City. A qualitative approach with an interpretive paradigm was employed through in-depth interviews, observation, and documentation. The findings show that KPAJ’s communication strategies are grounded in the three dimensions of source credibility proposed by Hovland: expertise through volunteers’ competence in delivering program messages, trustworthiness through consistent volunteer presence and organizational transparency, and attractiveness through humanitarian values that build emotional connection with the public. Public engagement predominantly appears in the form of time and voluntary contributions, while financial support remains limited due to donation messages that have not been specifically targeted toward potential donor segments. This study highlights that communicator credibility, emotional relationships, and value based identity are the core strengths sustaining KPAJ’s persuasive communication efforts. Kata Kunci: communication strategy, NGO, persuasive communication, volunteer.
References
Aboramadan, M. (2018). NGOs management: a roadmap to effective practices. Journal of Global Responsibility, 9(4), 372–387. https://doi.org/10.1108/JGR-08-2018-0033
ADA, N., ALTIN, H. O., & PIRNAR, İ. (2022). Utilization of Strategic Marketing in Nonprofit Sector - Evidence from Turkish Nonprofit Organizations. Ege Akademik Bakis (Ege Academic Review). https://doi.org/10.21121/eab.1009488
Ali, T. M., & Gull, S. (2019). Government Funding to the NGOs. International Journal of Research in Business and Social Science (2147-4478), 5(6), 51–61. https://doi.org/10.20525/ijrbs.v5i6.607
Banerjee, S. A. (2021). Digital philanthropy for the masses: crowdfunding platforms marketising NGO partnerships for individual giving in India. Development in Practice, 31(7), 896–908. https://doi.org/10.1080/09614524.2021.1938515 Dadić, L., & Maškarin Ribarić, H. (2019). NPO FUNDRAISING THROUGH TOURISM. 191–204. https://doi.org/10.20867/tosee.05.6
Dianto, N. I. S. A., Irfan, M., & Gutama, A. S. (2024). Penggunaan Website sebagai Strategi Online Fundraising di Yayasan Al-Qomariyah Kota Bandung. Jurnal Penelitian Dan Pengabdian Kepada Masyarakat (JPPM), 4(3), 132. https://doi.org/10.24198/jppm.v4i3.51702 Doré, B. P., Cooper, N., Scholz, C., O’Donnell, M. B., & Falk, E. B. (2019). Cognitive regulation of ventromedial prefrontal activity evokes lasting change in the perceived self‐relevance of persuasive messaging. Human Brain Mapping, 40(9), 2571–2580. https://doi.org/10.1002/hbm.24545
Fadlan, Z., Maharani, S., Ramadoni, A., Islam, U., Syarif, N., & Jakarta, H. (2022). Komunikasi Persuasif Komunitas Save Street Child Palembang Dalam Meningkatkan Kepedulian Sosial Terhadap Anak Jalanan. In Jurnal Komunikasi dan Penyiaran Islam (Vol. 6).
Henry, L., & Searing, E. A. M. (2023). Book Reviews: Strategic leadership and management in nonprofit organizations: Theory and practice , by Golensky, M., & Hager, M. Nonprofit and Voluntary Sector Quarterly, 52(5), 1496–1499. https://doi.org/10.1177/08997640231158597
Herna, H., Hiswanti, H., Hidayaturahmi, H., & Putri, A. A. (2019). Strategi Komunikasi Media Sosial untuk Mendorong Partisipasi Khalayak pada Situs Online kitabisa.com. Jurnal Komunikasi Pembangunan, 17(2), 146– 156. https://doi.org/10.46937/17201926843
Irja Tobawan Simbiak. (2022). Keterlibatan Masyarakat Pada Proses Amdal: Potensi Permasalahan, Implikasi & Faktor Penyebab. JURNAL WILAYAH, KOTA DAN LINGKUNGAN BERKELANJUTAN, 1(1), 42– 56. https://doi.org/10.58169/jwikal.v1i1.37
Kholifah, S., & Suyadnya, I. W. (2018). Metodologi penelitian kualitatif: Berbagi pengalaman dari lapangan (Cetakan Pertama). PT. Rajagrafindo Persada.
Kim, H. H., & Han, E. (2020). The application of the theory of planned behavior to identify determinants of donation intention: Towards the comparative examination of positive and negative reputations of nonprofit organizations ceo. Sustainability (Switzerland), 12(21), 1–19. https://doi.org/10.3390/su12219134
Lenaini, I. (2021). TEKNIK PENGAMBILAN SAMPEL PURPOSIVE DAN SNOWBALL SAMPLING INFO ARTIKEL ABSTRAK. 6(1), 33–39. https://doi.org/10.31764/historis.vXiY.4075
Li, C., Li, X., Wang, J., Pan, M., & Gao, W. (2022). Signaling effect in social network and charity crowdfunding: Empirical analysis of charity crowdfunding of Sina MicroBlog in China. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.944043
MacQuillin, I. (2023). Normative fundraising ethics: A review of the field. Journal of Philanthropy and Marketing, 28(4). https://doi.org/10.1002/nvsm.1740
Mubarok, J. (2023). PARADIGMA POSITIVISME DAN POSPOSITIVISME DALAM KEBAHARUAN PENELITIAN ARSITEKTUR DAN PERKOTAAN. Jurnal Ilmiah Arsitektur, 13(1), 11–21. https://doi.org/10.32699/jiars.v13i1.3710
Neuman, W. Lawrence. (2014). Social research methods : qualitative and quantitative approaches. Pearson.
Nurhuda, A., & Satmoko Adi, A. (2023). STRATEGI JARINGAN KEMANUSIAAN JAWA TIMUR DALAM MENGENTASKAN ANAK JALANAN DI KOTA MALANG. In Kajian Moral dan Kewarganegaraan (Vol. 11). www.kemsos.go.id/
Patton, M. Q. (2023). Qualitative Research & Evaluation Methods. SAGE Publications.
Permatasari, H., & Nofikasari, I. (2021). Konsep Desain Sistem Informasi Manajemen Berkas Terpusat di Lembaga Amil Zakat Menggunakan Perspektif Nirlaba. JUSIFO (Jurnal Sistem Informasi), 7(2), 65–80. https://doi.org/10.19109/jusifo.v7i2.9390
Pristiwanti, D., Badariah, B., Hidayat, S., & Dewi, R. S. (2022). Pengertian Pendidikan (Vol. 4). https://doi.org/https://doi.org/10.31004/jpdk.v4i6.9498
Purwanza, S. W., Wardhana, A., Mufidah, A., Renggo, Y. R., Hudang, A. K., Setiawan, J., Darwin, Badi’ah, A.,
Sayekti, S. P., Fadlilah, M., Nugrohowardhani, R. L. K. R., Amruddin, Saloom, G., Hardiyani, T., Tondok, S.
B., Prisusanti, R. D., & Rasinus. (2022). METODOLOGI PENELITIAN KUANTITATIF, KUALITATIF DAN KOMBINASI (A. Munandar, Ed.). CV. MEDIA SAINS INDONESIA.
Saleh, S. (2017). Analisis Data Kualitatif (H. Upu, Ed.). Pustaka Ramadhan.
Sidiq, U., & Choiri, Moh. M. (2019). METODE PENELITIAN KUALITATIF DI BIDANG PENDIDIKAN (A. Mujahidin, Ed.). CV. Nata Karya.
Sudaryono. (2018). Metodeologi Penelitian (Kedua). RajaGrafindo Persada.
Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Venus, A. (2019). Manajemen Kampanye: panduan teoretis dan praktis dalam mengefektifkan kampanye komunikasi publik (REVISI). Simbiosa Rekatama Media.
Vrontis, D., Siachou, E., Sakka, G., Chatterjee, S., Chaudhuri, R., & Ghosh, A. (2022). Societal effects of social media in organizations: Reflective points deriving from a systematic literature review and a bibliometric meta-analysis. European Management Journal, 40(2), 151–162. https://doi.org/10.1016/j.emj.2022.01.007
Yin, Z., Huang, G., Zhao, R., Wang, S., Shang, W. L., Han, C., & Yang, M. (2024). Information disclosure and funding success of green crowdfunding campaigns: a study on GoFundMe. Financial Innovation, 10(1). https://doi.org/10.1186/s40854-024-00666-8
Zakaria, D. (2023). Praktik Kewargaan Digital Sebagai Edukasi Publik: Kajian Aktivisme Digital Di Indonesia. Jurnal Komunikasi Profesional, 6(6), 631–644. https://doi.org/10.25139/jkp.v6i6.5293
Zhong, L., & Fisher, K. R. (2017). Participation and Chinese non-government organization accountability. International Journal of Sociology and Social Policy, 37(13–14), 743–754. https://doi.org/10.1108/IJSSP-08-2015-0086
