The Strategy of Ziswaf Ctarsa Institution in Increasing Public Trust through Social Media

Public trust is an essential aspect of a non

profit organ

ization like ZISWAF

CTARSA. The existence of public trust will increase the amount of public

fundraising in the form of zakat, infaq, endowments and sadaqah, which will

then be distributed to those in need. Public trust allows the ZISWAF

CTARSA institution

to carry out its business objectives smoothly. The

purpose of this research is to find out the strategy of the ZISWAF CTARSA

Institute in increasing public trust and to find out how optimal the content of

the ZISWAF CTARSA Institute is in building public

trust. The method used

is a qualitative method. Sources of data in the form of primary data, namely

interviews and observations. And secondary data sources in the form of

documentation studies. Data analysis used qualitative techniques, which

included indu

ctive, deductive and comparative analysis. The results of the

study show that the communication strategies implemented include: a) A

team that is specifically responsible for social media management, b)

Consistency of communication styles on social media,

c) Interesting and

trend

following content, d) Digitalization of zakat, e) Open communication

with the public through social media and f) Development of artificial

intelligence to analyze zakat management and the impact of implementing

the program. Then, t

he primary strategy for creating public trust is by sharing

content that contains sharing of success stories and testimonials from

beneficiaries. However, this strategy could be more effective. The image of

the ZISWAF CTARSA institution is a wish image. Th

e ZISWAF CTARSA

Institute runs a business by applying CSR principles, which are its identity

and image as a company that aims to be able to help people experiencing

poverty and prosper the community equally

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