STRATEGI KOMUNIKASI BERMEDIA LEMBAGA FILANTROPI BEBRBASIS KOMUNITAS DALAM MENINGKATKAN MINAT BERDONASI (Studi kasus Pada Akun Instagram @Cat shelter SMA Plus Al-Kautsar Malang)

Social media has now become the primary medium for fundraising activities; however, its success heavily relies on an appropriate communication strategy. Cat Shelter SMA Plus Al Kautsar Malang is an animal welfare-based philanthropic community that utilizes its Instagram account as the main platform to reach the public and increase donation interest.
This study aims to describe the mediated communication strategy implemented by Cat Shelter SMA Plus Al Kautsar Malang in enhancing public interest in donating. The study employs a descriptive qualitative approach with data collection techniques consisting of in-depth interviews, participatory observation, and documentation.

The theoretical framework encompasses the concepts of mediated communication strategy, social marketing communication, and community engagement. The mediated communication strategy includes four main elements: audience identification, message formulation, method determination, and selection of media that align with audience characteristics.

The findings indicate that Cat Shelter SMA Plus Al Kautsar Malang implements its communication strategy through Instagram content that is visual, emotional, and informative, including documentations of rescue activities, the condition of abandoned cats, financial reports on donation usage, and animal welfare education. This strategy successfully builds high community engagement and encourages public participation in the form of both donations and volunteer activities.

This study concludes that the success of a mediated communication strategy is determined not only by content quality, but also by the community's ability to build a sustainable emotional relationship with its audience.