Communication Strategy of Peduly Gotong Royong Foundation in Building Volunteer Re-participation in Surabaya
DOI:
https://doi.org/10.9744/joce.2.1.15-40Keywords:
Organizational Communication, Charity Communication, Communication Strategy, Re-participation, Volunteer ActivitiesAbstract
Peduly Surabaya is how people called Peduly Gotong Royong Foundation which is
located in Surabaya. Peduly Surabaya started volunteer activities involving external parties in
June 2023. In a month, there are around 3-5 volunteers who return more than twice in the
same month. This statement shows that the level of re-participation in Peduly Surabaya is
relatively high. With a case study method, the case that can be studied from Peduly Surabaya
is the strategy in attracting volunteers to return to Peduly Surabaya's new volunteer activities.
Based on the result, there are six strategies. These six strategies include internal and external
strategies that are communicated directly or through online media. First, choose a
management team that is communicative and has high initiative in accordance with Peduly's
value. Second, consistently communicating various activities online Third, convey the results
of evaluations and learning from previous activities. Fourth, communication through many
media. Fifth, familiarize volunteers in creating content about Peduly Surabaya. Sixth,
transparency regarding the function of donation contribution
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