PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO ENHANCE MEMBER ACQUISITION OF DONATION-BASED CROWDFUNDING DIGITAL PLATFORM (CASE STUDY OF GIVEONLINE PRO CAMPAIGN)

• Main Author: Sekartaloen, Lintang
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46966
• Institution: Institut Teknologi Bandung

GiveOnline is one of the most popular online donation and fundraising platform for initiative, campaign and social program in Indonesia. Utilizing the nature of altruism within Indonesian community and bringing the spirit of mutual assistance, the company aim to provide platform in connecting kindness, bring together donors and fund raiser through online. Amid their success in gathering millions of users, they learn that most of their GDV were came from donors who contributes to healthcare sector. Not long after, the company develop new campaign called GiveOnline PRO, a health mutual aid campaign for donors to look after each other had one of them suffer from critical illness. A genuinely new concept combining donation and health protection scheme by carrying out the notion of Tabarru fund. The issue arose when GiveOnline PRO try to reach their goals in acquiring 100.000 members that not yet achieved. Beside of the country’s lack of insurance literacy which resulted in peoples low insurance penetration, this research found that GiveOnline PRO still have low level of brand awareness and weak in terms of offline presence. Therefore, using analysis of PESTEL, 5C framework, STP, consumers digital decision making journey, this research aim to figure out problems and formulate most suitable integrated marketing communication strategy in order to propose solution for GiveOnline PRO to increase brand awareness and acquire new members. Using integrated marketing communication strategy especially RACE planning framework and strategic alliance, this research expected to give best solution for GiveOnline PRO in reaching their current objectives.