Insight Management Journal, 3 (1) (2022) 31-39 ISSN 2774-1737 31 https://journals.insightpub.org/index.php/imj Insight Management Journal Volume 3, Issue 1, September 2022, pages 31-39 The service strategy used by Yayasan Kemanusiaan Kotak Amal Indonesia in maintaining donor loyalty Fauzul Hanif Noor Athief 1  , Darlin Rizki 2 , Ulin Nuha 1 , Adityo Wiwit Kurniawan 1 1 Universitas Muhammadiyah Surakarta, Solo, Indonesia 2 Universitas Gadjah Mada, Yogyakarta, Indonesia Article info A b s t r a c t Received [1 August 2022] Revised [28 August 2022] Accepted [22 September 2022] The growth in a number of ‘Amil Zakat Institutions (LAZ) in Indonesia is growing from a simple level to professional with a variety of services and programs offered to the public or donors. This encourages each zakat institution to find the right strategy in gaining trust and loyalty from donors so that the institution can carry out its activities to the maximum. This research aims to find out the service strategy used by Yayasan Kemanusiaan Kotak Amal Indonesia in maintaining donor loyalty and to know the supporting and inhibitory factors in the strategy. This type of research is field research with qualitative descriptive methods. Data collection using interviews and documents was analyzed by deductive methods. The results explain that the strategy used by Yayasan Kemanusiaan Kotak Amal Indonesia in maintaining donor loyalty is a prime service strategy by performing 3 stages of strategy; strategy formulation, implementation of strategies with two steps, namely the conduct of ambassadors and external, and finally the evaluation of strategies carried out periodically. Adequate service facilities in accordance with the interests of donors become the main factors supporting the course of the strategy, and the limited number of officers ‘amil zakat becomes one of the factors inhibiting the course of the strategy. Keywords: strategy; loyalty; excellent service Corresponding author: Fauzul Hanif Noor Athief fauzul.hanif@ums.ac.id A b s t r a k DOI https://doi.org/10.47065/imj.v3i1.217 Pertumbuhan jumlah Lembaga ‘Amil Zakat (LAZ) di Indonesia semakin berkembang mulai dari tingkat sederhana hingga profesional dengan berbagai layanan dan program yang ditawarkan kepada masyarakat ataupun donatur. Hal ini mendorong tiap lembaga zakat untuk mencari strategi yang tepat dalam meraih kepercayaan dan loyalitas dari donatur agar lembaga tersebut dapat menjalankan kegiatannya dengan maksimal. Penelitian ini bertujuan untuk mengetahui strategi pelayanan yang digunakan Yayasan Kemanusiaan Kotak Amal Indonesia dalam menjaga loyalitas donatur serta mengetahui faktor pendukung dan penghambat dalam strategi tersebut. Jenis penelitian ini adalah penelitian lapangan dengan metode deskriptif kualitatif. Pengumpulan data menggunakan wawancara dan dokumentasi yang dianalisis dengan metode deduktif. Hasil penelitian menjelaskan bahwa strategi yang digunakan Yayasan Kemanusiaan Kotak Amal Indonesia dalam menjaga loyalitas donatur adalah strategi pelayanan prima dengan melakukan 3 tahapan strategi; perumusan strategi, pelaksanaan strategi dengan dua langkah yakni tata laku duta dan eksternal, dan terakhir evaluasi strategi yang dilakukan secara berkala. Sarana pelayanan yang memadai sesuai minat donatur menjadi faktor utama pendukung jalannya strategi tersebut, dan terbatasnya jumlah petugas ‘amil zakat menjadi salah satu faktor penghambat jalannya strategi. Kata kunci: strategi; loyalitas; pelayanan prima Introduction Indonesia is a country with the largest Muslim population in the world and it can be said that it is still increasing (Qomar, 2012). This provides a high opportunity for zakat potential in Indonesia. This zakat potential provides the power to improve the community's economy which must be