Marketing Communication of Non-profit Organizations A Content Analysis on Instagram Posts of @rumahzakat Voettie Wisataone Administration Education Yogyakarta State University Yogyakarta, Indonesia voettie.wisataone@uny.ac.id Abstract— 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. Keywords—instagram; @rumahzakat; marketing communication I. INTRODUCTION Non-profit organizations are required to manage their marketing to earn income that helps them realize their missions. One of ways is by collecting funds from any available sources, from either individuals, community, company, or the government [1]. Current non-profit organizations implement various marketing processes and adopt marketing concepts of profit organizations [1]. Because they have to earn funds to realize their missions, they need to collect funds [2]. According to profit organi zations’ marketing concepts, advertisement is one of media that can be used to increase the purchase level. Advertisement is a non-personal communication form narrating a certain organization, product, service, or idea, paid by a known sponsor [3]. Advertisement involves mass media (TV, radio, magazines, and newspapers) to deliver messages to a large group of individual community simultaneously [3]. Edmin argues that advertisements once held a crucial role in affecting consumers’ behaviors but the role has been taken away by social media, one of that is Instagram [4]. Instagram is the most chosen social media by the society, from individuals to organizations to either promote their business or imprint a brand awareness [5]. This is caused by the fact that Instagram offers visual effects. The Global Marketing Solutions of Facebook, Carolyn Everson believes that in 2017, Instagram had been used by 800 million active users (monthly calculated) with 500 million active users (daily calculated). 1 Indonesia has achieved the third place among ten countries with the most Instagram users in January 2018. 2 Besides, Indonesia is also noted as a country with the most active Instagram users, consisting of 45 million users and as the country with the most Instagram story makers in the world. 3 Observing such potential, many companies makes Instagram as a platform to interact and share important information to their followers [5]. Beside profit companies, non-profit companies employ Instagram as well, for example Rumah Zakat (@rumahzakat), Dompet Dhuafa (@dompet_dhuafa), and IZI (@inisiatifzakat). Those three are big non-profit companies with an Islamic philanthropy and among them, @rumahzakat is notified as an Instagram account with the most followers. Fig. 1. The Instagram account of @rumahzakat 1 An article: Instagram Kini Kantongi 800 Juta Pengguna Aktif.http://tekno.liputan6.com/read/3109870/instagram-kini-kantongi-800- juta-pengguna-aktif, access on Feb 16th 2018 2 Instagram account of Ridwan Kamil, Mayor of Bandung City 3 An article: 45 Juta Pengguna Instagram, Indonesia Pasar Terbesar di Asia. https://bisnis.tempo.co/read/894605/45-juta-pengguna-instagram- indonesia-pasar-terbesar-di-asia. Access on Feb 16th 2018 International Conference on Media and Communication Studies (ICOMACS 2018) Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 260 250