Marketing Communication of Non-profit Organizations A Content Analysis on Instagram Posts of @rumahzakat

摘要

To encourage people to give donation, non-profit organizations need to create promoting media. Technology development is taking roles in the area of e-marketing development, particularly in the social media use. It makes such media as the most frequently used promoting media by many organizations, such as Rumah Zakat. This research aims to analyze the Instagram content of @rumahzakat in a marketing perspective by applying the content analysis method. The Instagram account of @rumahzakat has 116K followers and has posted 8,330 posts. Of those posts, the researcher observed fifty posts. The findings suggest that the most dominant posts are in forms of photographs and motivational captions (26%) and reports of their activities (32%). On the pictures and captions posted, there is no encouragement for donating. Yet, on every picture and caption, the identity of @rumahzakat is embedded, that is in forms of logo, color, and tagline functioned to create people brand awareness.