I do not quite like the way Bidyanondo Foundation is handling Zakat funds.
However, since they are doing it, I must say — they need better preparation to handle Zakat funds properly.
It’s important to understand the psychology behind giving Zakat through an organisation.
Many people are so deeply connected with those around them that they don’t need to look separately for Zakat recipients or causes.
Some people make a fuss just to show off. They don’t need an organisation to give Zakat either.
People who give Zakat through organisations are usually those who want to give according to Shariah but don’t have the time to search for the right recipients or categories.
A significant portion of these people not only want their money to be used properly but also seek the multiplication of reward (sawab). For that reason, they prefer Islamic or afterlife-focused causes.
If the name of the organisation is strongly Islamic, they feel a kind of satisfaction in being associated with it. Subconsciously, they feel it offers some support in the hereafter.
In my view, Bidyanondo is far behind in earning the confidence of this type of Zakat giver.
The Zakat market is very competitive.
There are experienced competitors who’ve been in the field for a long time. There’s a kind of established perception and branding style.
Every year, new competitors are joining in. Alongside conventional methods, they are trying to establish themselves with branding strategies based on current Islamic trends.
In such a market, merely forming a Shariah board is not enough.
Branding individuals who appear with an Islamic look (what most people perceive as Islamic) is essential.
Along with appearance, proper use of Arabic language, calligraphy, and soft music (as used in Islamic content) is necessary.
Content about the virtues of Zakat is needed.
There should be content where individuals with an Islamic appearance speak about the virtues of giving Zakat through Bidyanondo.
All this needs to be integrated into regular branding to form a certain perception.
If that position is not built, established competitors will not consider Bidyanondo a valid player in the field.
And the target group will not feel confident either.
I understand my readers may be getting irritated.
But if you don’t like it, there’s nothing to do — every market has its language, its trends. If you want to be in that market, you have to follow those.
If you can’t, you’ll have to leave the market.
The reality is — to stay in the Zakat market, Bidyanondo must become an Islamic brand, or create a separate Islamic brand.
One more thing.
People won’t want to understand accounts and audits themselves.
Just as they depend on others to understand the Qur’an and Hadith, they’ll also depend on others to detect flaws in audits.
They won’t read. They’ll look for who said what in support or opposition, and search for videos.
So I’m doubtful about the outcome of trying to explain these matters to the public.