COMMUNICATION STRATEGY AGENCIES ACTION FAST RESPONSE IN RAISING FUNDS THROUGH SOCIAL MEDIA

Abstract

In this study, the authors raise research on the institution's communication strategy as research material. The institute analyzed is the Quick Action Response, this study aims to determine communication strategies, obstacles and solutions in raising funds on social media. This research is a qualitative research that uses constructivist paradigm. Retrieval of data obtained from research objects and use secondary and primary data sourced from informants, books and literature. This study uses the Strategy Hierarchy of effects model, the Marketing Public Relations Strategy (MPR) and the factors composing the communication strategy. The author concludes from the above strategies it can be concluded that the Fast Action Response continues to strive to make programs that are trend related to humanity through the use of various social media, paid advertising, social media features, collaboration with partners and third parties, and have good relations with donors through conversations in the comments column, financial reporting and program implementation on a regular basis so that donors increase, volunteer partners increase and also maintain old donors. The perceived obstacles are when the program is not attractive, the political atmosphere is heating up, international media are not updated every day, there are no gauges of news exposure received by the public and there is no way to convert them.