Trust, Meet Trend: Dompet Dhuafa’s Giving Story

A thoughtful blend of empathy and design helped bridge trust and relevance across age groups during key giving moments.

Client:

Dompet Dhuafa

Project:

Creative Campaign Strategy 2024

Services:  

Creative Communication, Campaign Strategy, Content Development

The Challenge

Dompet Dhuafa needed a fresh, relevant approach to strengthen its image as “Berkah, Amanah, dan Terpercaya” during key donation moments like Ramadhan and Kurban. The main hurdles: engaging Gen Z, retaining older donors (Boomers to Gen Y), overcoming trust issues toward donation intermediaries, and staying competitive.

The Approach

A dual-targeted campaign was launched using bold visuals and relatable messaging. For Gen Z, informal, empathetic taglines like “Jalanin Aja Yuk” made giving feel easy and personal. For existing donors, themes like “Selalu Tersampaikan” reinforced trust. 

The strategy was amplified through modern design, shareable content, and interactive formats like personality quizzes.

The Result

The strategy paid off in both perception and numbers. Dompet Dhuafa saw a rise in Gen Z donor participation—from 2% in 2023 to 3.43% in 2024, a jump of +1.43 percentage points. Millennials (Gen Y) remained the dominant donor group with a slight increase (41.8% to 42.04%). 

The rise in Gen Z donors and steady Gen Y support show the campaign successfully attracted new audiences without losing existing ones.