BUILDING A POSITIVE IMAGE OF AWQĀF THROUGH MODERN MARKETING AND COMMUNICATION TOOLS
Keywords:
poor performanceAbstract
The development of wāqf in modern times has been a topic of discussion, particularly in terms of aligning the managerial architecture of awqāf with contemporary realities. One of the challenges facing awqāf today is the lack of funds to support their activities, while some have been marred by poor performance, historical neglect, and a colonial past, which has negatively affected their image. Therefore, there is a need to focus on organizational image building when redeveloping wāqf. This paper aims to create a positive image of awqāf in the public mind by exploring the role of modern marketing and communication tools in achieving this objective. The study relies on an intensive review of selected literature and a critical analysis of existing awqāf operations. The findings suggest that awqāf could provide long-term resources to deal with challenges that go beyond political winds and short-term business interests. Awqāf could be instrumental in tackling environmental challenges, such as afforestation campaigns and green financing. The perpetuity of sadaqat jāriah (perpetual charity) distinguishes wāqf from other charities, giving it an element of permanency. Nonetheless, modern awqāf administration suffers from system workflow malfunction, poor recruitment drive, and state control, which are linked to poor performance and inefficiency. To revive awqāf, there is a need to separate the sector from the public bureaucratic culture of the past decades. The paper concludes that modern marketing and communication tools are necessary to create a positive image of awqāf in the public mind, which can help to achieve the organization's mission.
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