KOMUNIKASI PERSUASIF DALAM MENDORONG PARTISIPASI DONASI DI PLATFORM INFAK.IN (STUDI KASUS PADA DONATUR AKTIF)

This study aims to analyze how persuasive communication encourages donation participation on the Infak.in platform from the perspective of active donors. The research is based on the low public participation in donations despite the growth of digital platforms. Using the Yale Attitude Change Approach covering source, message, and audience the study applies a qualitative descriptive method with a case study design through interviews with active donors and the LMI digital team. The findings reveal that organizational credibility, report transparency, and emotional narratives strongly influence donors’ decisions. The use of social media and KOL collaborations helps reach wider audiences, though still limited to certain platforms. Overall, persuasive communication on Infak.in is effective, but needs improvement to ensure donor retention and continuity.