Communication Strategy for Indonesian Buddhist Tzu Chi

Foundation Attracts Volunteers

Ratna Marcecilia

, Halomoan Harahap

Yumeldasari

and Erna Febrian

Faculty of Communication, Universitas Esa Unggul, Jakarta

Keywords: Case Study, Communication Strategy, Persuasion.

Abstract: This study aims to determine the communication strategy of the Buddha Tzu Chi Indonesia Foundation in

persuading the community as volunteers to conduct social services. In this study, the case study method was

used with data collection techniques in-depth interviews and observations. Key informants in this study were

the Secretariat of the Buddha Tzu Chi Indonesia Foundation, as the compiler of the communication strategy.

There are 6 informants, whose information can support the results of the author's research. The results of this

study indicate that the strategy used is to utilize mass media and social media. When someone has been

interested in joining volunteers, people who have become volunteers have taken interpersonal approaches.

1 INTRODUCTION

Tzu Chi Indonesia Buddhist Foundation social

institutions across tribes, religions, races and

countries, where all social activities are based on the

principle of universal love (Indorelawan Website,

2016). Because this foundation does not limit itself to

certain criteria as a requirement to become

volunteers, donors, and also this foundation will

always open up to everyone who needs help without

discriminating social background. Tzu Chi in

Indonesia was established in 1993. Since then it has

routinely provided social assistance, scholarships,

and medical assistance.The Tzu Chi office is spread

throughout Indonesia, including Jakarta, as the head

Indonesia is known as a society that is sensitive to

ethnicity, religion, race and class (SARA). BPS data

shows that in Indonesia there are 633 major tribes and

6 religious tribes. This heterogeneity is certainly a

problem in communication that aims to invite

volunteers. Theoretically, it is known,

communication will be more effective if the socio-

cultural background is increasingly homogeneous.

Conversely, communication will be increasingly less

effective if the socio-cultural background is

increasingly different. (Mulaya 2007). Tzu Chi

Foundation can invite volunteers so much to do and

help in social activities is an interesting case. Inviting

people to serve socially in the millennium era is

something quite difficult. Some people argue that

inviting people to do their own best is difficult, let

alone inviting people to spend money on others (filial

piety). This success sparked interest in learning what

Tzu Chi did to be successful. What strategies or tips

were applied by Tzu Chi to invite volunteers. Thus

the focus of this research is "Communication Strategy

of the Indonesian Buddhist Tzu Chi Foundation in

Persuading Communities as Volunteers to Conduct

Social Service".

The aim to be obtained from the research

conducted by the author is to find out the strategy

used by the Buddha Tzu Chi Foundation in

persuading the community as volunteers in carrying

out Social Action?

2 LITERATURE REVIEW

2.1 Elaboration Likelihood Model

Theory

Inviting others to do something is a process of

persuasion communication. However, persuasion

communication is not always successful. One known

theory of persuasion is the Elaboration Likelihood

Model introduced by Richard Petty and John

Cacioppo. This model describes how communication

can persuade audiences with two routes, namely the

central route (central route) and peripheral route

(peripheral route) (Griffin, 2012). Using a central

2808

Marcecilia, R., Harahap, H., Yumeldasari, . and Febrian, E.

Communication Strategy for Indonesian Buddhist Tzu Chi Foundation Attracts Volunteers.

DOI: 10.5220/0009953028082819

In Proceedings of the 1st International Conference on Recent Innovations (ICRI 2018), pages 2808-2819

ISBN: 978-989-758-458-9

route involves elaboration messages, where this route

is a processing process that involves the accuracy of

the message content. The peripheral route offers a

pathway to accept or reject a message or info without

thinking about the attributes of the issue or objectivity

of an issue. Instead of cognitive activities, the

communicant depends on the use of supporting

factors such as credible endorsers and the media to

make quick decisions.

2.2 Public Relations

The successful application of persuasion is made by

many communication practitioners, such as the Public

Relations Officer, Journalist, Advertiser. Tzu Chi

Foundation does not have institutionalized public

relations,but in practice, persuasion communication

is quite successful.

In the public relations literature, there are two

views about the existence of public relations

institutions, namely the state of being and the method

of communication. State of being is defined as public

relations institutionalizing strategies and activities

carried out by the public relations work unit. While

the method of communication is public relations that

is not institutionalized. Public relations

communication activities are carried out by each

member of the organization to achieve organizational

goals. (Widjaja, 2008) (Ardianto, 2013: 15).

Related to the notion of public relations as a state

of being and the method of communication, among

others:

According to Rex Harlow (Harlow, 1976: 36),

public relations is a unique management function that

helps build and maintain communication lines, giving

rise to understanding, collaboration between the

organization and the public; involves management of

issues and issues; assist management to continue to

inform and be responsive to public opinion; define

and emphasize the responsibility of management to

serve the public interest; helping management to keep

abreast of and utilize change effectively, serving as an

early warning system to help negative trends; and

using a healthy research system and communication

ethics as the main tool (Harlow, 1976; Butterick,

2013)

According to Scott M. Cutlip, Aleen H. Center

and Glen M. Broom (2000), PR is a management

function that evaluates public attitudes, identifies

individual policies and procedures and

organizationsthat have a public interest, and plans and

implements action programs in order to gain

understanding. Moreover, public acceptance (Cutlip

et al., 2011: 5)

When linked to the description above, then in

inviting volunteers, the Tzu Chi Buddhist Foundation

uses the public relations function as a method of

communication.

2.3 Communication Strategy

In persuading the audience, public relations certainly

does not only come from talking, because

communication carried out by public relations

certainly has a goal to be achieved for its

organization. For this reason, public relations needs

to have a strategy to communicate, so that the goal of

persuading the audience can be achieved. As a

principle of public relations work, each activity must

be planned in a planned and strategic manner. (Smith

2005; Oliver 2010).

Strategies have an understanding of planning and

management to achieve a goal (Effendy, 2000; Smith

2005). According to Martin-Anderson (1968), the

strategy is an art which involves the ability of

intelligence or mind to bring all available resources in

achieving maximum and efficient goals (Cangara,

2013). The communication strategy itself, has an

understanding, namely a combination of

communication planning with communication

management to achieve the stated goals. (Effendy,

2000). According to Rogers (1982), the

communication strategy has a limit of understanding

as a design created to change human behavior on a

larger scale through the transfer of new ideas

(Cangara, 2013).

Communication can be done in various forms,

such as mass communication, organizational

communication, interpersonal communication,

intrapersoanal communication, and group

communication (Mulyana 2007; Littlejhon & Foss

2008).

Interpersonal Communication Joseph A. DeVito

(2011) revealed that interpersonal communication

has several specific characteristics, including

Openness, Empathy, Positive, Continuity,

Management of communication interactions,

Expressiveness in communication, Other

orientations. Be clear why it becomes difficult or even

impossible to agree with each other in non-

judgmental, careful, honest and constructive

conversations. (Pace & Faules, 2010) With regard to

interpersonal communication carried out in recruiting

volunteers, the characteristics possessed in the

interpersonal communication of the Tzu Chi

Foundation, include openness, positivity, support,

empathy and equality or equality. In interpersonal

communication, communicators usually approach the

Communication Strategy for Indonesian Buddhist Tzu Chi Foundation Attracts Volunteers

2809

communicant personally. In a personal approach,

face-to-face communication can occur, personal

characteristics, such as gender, age, ethnicity and so

on, will be clearly seen between communicants and

communicators. The message delivered in the form of

verbal and non-verbal at the same time can also be

responded directly by the communicant (DeVito,

2015).

2.4 Research Methods and Design

In this study, using a qualitative approach. The

qualitative approach has an understanding that has

been described by several experts, two of which are:

"According to Kirk and Miller (1986), qualitative is a

particular tradition in social science that is

fundamentally dependent on observations on humans

both in the region and in its terminology." (Kirk and

Miller, 1986; Moleong, 2011). Case study research

method is a research method that examines one case

intensively, deeply, in detail and comprehensively

(Ardianto, 2010). According to Pollit & Hungler

(1999), case studies are research methods that use a

thorough and thorough in-depth analysis of

individuals, groups, institutions and other social

units. (Nurhadi, 2015; Yin (2013) explains that four

types of design are specific to case studies showing

different design considerations between single case

studies and multicasus, and indicate the existence of

unity or multiple units of analysis. In this study using

case multicasus and analysis units are interwoven.

Key Informant According to Daymon and Holloway

(2008), key informants are key informants who

represent their population or group and have stayed in

the group long enough to know the rules, routines and

languages in their groups. In this study, the key

informant was the Secretariat of the Indonesian

Buddhist Tzu Chi Foundation, namely Suriadi, who

knew the ins and outs of the communication strategy

used.

2.5 Informant

Informants are individuals who are involved in

technical and data practices that are also related and

involved in research subjects (Mulyana and Solatun,

2013). Informants in the study were individuals who

were involved in technical practices in persuading the

community as volunteers of the Buddha Tzu Chi

Foundation, among others:

 Public Relations staff, as well as senior

volunteer

 Andry, because Andry was the person who

implemented the strategies that had been

implemented, and at the same time played a role

in feeling the implementation of the

communication strategy implemented by the

Indonesian Buddhist Tzu Chi Foundation.

 Senior Volunteers, Mariana, as informants who

have experienced themselves during the

volunteer recruitment period, are now part of

recruiting volunteers.

 Two new volunteers, namely Anastasia Septiani

and Bangkit Subondo, as informants who

confirmed the results of interviews with key

informants, gave information on the reasons

they wanted to volunteer at the Indonesian

Buddhist Tzu Chi Foundation.

 Two people outside volunteers, but gave views

on how to persuade Tzu Chi Indonesia to the

community, namely Jennifer Mas Agung and

Olivia Isabelle. Data collection technique In this

study will use in-depth interviews to key

informants and informants as data collection

techniques. Interviewing is a data collection

technique that is carried out through interaction

and communication with informants to reveal

their attitudes, behaviors, experiences, ideals

and expectations (Bajari, 2015). Through in-

depth interviews, it can record data as naturally

as possible, by describing and describing what

the research subject experienced, thought and

felt (Mulyana and Solatun, 2013). Also, it will

also use observations as supporting data

collection techniques in this study, because

sometimes what the informants say can be

different from what happens in the real field

(Bungin, 2001; Ardianto 2014). Validity of Data

In this case study research method, data

triangulation strategies will be used to test the

validity of the data. Through this strategy, it will

integrate and compare the results of the data that

have been collected side by side in the

discussion, thus, the research will produce

substantive and validated findings (Creswell,

2013; Bajari 2015; Patton 1987 Moleong 2011).

3 RESEARCH RESULT

Communication Strategy of the Buddha Tzu Chi

Indonesia Foundation and Constraints. In persuading

the community as volunteers in social services, the

Buddha Tzu Chi Indonesia Foundation developed a

communication strategy. According to Suriadi, the

communication strategy is a compilation of plans

made by the Indonesian Buddhist Tzu Chi Foundation

that will be applied to invite the public to be willing

to contribute to compassion for others in need.

Andry, who is a PR staff, as well as volunteer

committee candidates, gave the opinion that the

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communication strategies compiled in Tzu Chi

Indonesia contained communication understanding,

plans and management compiled by the Secretariat to

invite people interested in becoming volunteers who

help fellow human beings in need.

From the explanation of the key informants and

the informants provided, the authors conclude that the

Tzu Chi Indonesia communication strategy is a

communication plan and management that is

designed to persuade the community to become

volunteers. The Buddha Tzu Chi Indonesia

Foundation has a communication strategy called the

2016/2017 Volunteer Development Strategy. This

strategy has 4 stages, namely the stages of promotion,

activity, training and gathering.

3.1 Promotion

The strategy that was built was the steps to introduce

Tzu Chi Indonesia to the community and invited the

community to take part in contributing to being a

volunteer as their main goal. Mr Suriadi mentioned 3

steps taken at this stage, including:

3.1.1 Building a "Social" and "Sincerity"

brand

Building a brand of "Social" and "Sincerity" is done

so that people know that the Indonesian Buddhist Tzu

Chi Foundation is a social organization that aims to

help others and make people care about each other

without distinguishing their social status, race,

ethnicity, religion, nation and state.

The word Buddha, which is listed in the name of

the Tzu Chi Indonesia foundation, sometimes makes

Tzu Chi Indonesia an obstacle in persuading the

public to become volunteers. People tend to think that

the Indonesian Buddhist Tzu Chi Foundation is an

organization that spreads Buddhism, where one of its

activities is praying at a monastery or praying at a

temple. Suriadi stated:

"To overcome people's perception that Tzu Chi's

activities are only about prayer activities, we want to

build a brand of" Social "and" Sincerity "for Tzu Chi,

by displaying Tzu Chi activities that are socially

related and show sincerity. The way is by displaying

photographs depicting Tzu Chi's social activities and

the sincerity given. In this way, the public will see and

have the perception that Tzu Chi is social and full of

sincerity. "

In forming the brand "Social" and "Sincerity" on

the Tzu Chi Indonesia Buddhist Foundation, the Tzu

Chi Indonesia Secretariat, Mr. Suriadi, applied the

message compilation technique to the media that Tzu

Chi Indonesia already has, such as print media (Tzu

Chi Indonesia magazines and bulletins ), electronic

media (DAAI TV), and internet (websites and social

media networks), besides this message compilation

technique also applies to the media that collaborate

with Tzu Chi Indonesia.

The following are the techniques for composing

messages that have been applied to websites and

social media, which were disclosed by Suriadi:

"Our website aims to introduce activities carried

out by Tzu Chi, also includes the Tzu Chi Company

Profile. The guidelines must cover 5W + 1H, plus

inspiring stories that contain the impression of the

person being helped and the impression of volunteers

participating in social service. Besides the

inspirational story itself, there is also a volunteer

profile, the aim is to motivate people to become

volunteers. Volunteers are included in the volunteer

profile, beforehand the track record is first seen and

has a commitment as a volunteer. On social media, it

must be simple, to the point and reinforced with

photographs showing social and sincerity. "

1. Publication of social activities through general

mass media and social media.

Suriadi, as the person who compiled the Tzu Chi

Indonesia communication strategy, realized that the

public is currently loving the general mass media and

social media, so Tzu Chi Indonesia Facebook,

Instagram and Twitter were created.

From the three social media owned by Tzu Chi

Indonesia, it can be seen that the public has an interest

in knowing the activities carried out by Tzu Chi

Indonesia, because in all three social media, Tzu Chi

Indonesia includes photos of social service activities

and captions which shows that the activity contains a

sense of socialism and is full of sincerity.

In addition to social media, Tzu Chi Indonesia

also collaborates with general mass media such as

MetroTV, Detik.com, Kompas.com and Mandarin

daily newspapers. The collaboration was in the form

of covering social activities carried out by Tzu Chi

Indonesia, and sending Tzu Chi articles to the mass

media. Suriadi stated:

"We want people to know Tzu Chi as an

organization across religions and cultures, and

activities that are held. With our activities covered by

MetroTV and we entrust the articles of Tzu Chi in

Detik, Kompas and other newspapers, anyone who

reads and watches will know Tzu Chi activities. If we

only rely on our own media, those who know Tzu Chi

activities are only internal people. "

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3.1.2 Building Relationships with other

NGOs

Suriadi stated that Tzu Chi Indonesia noticed that

many other non-profit organizations also conveyed

information related to virtue and compassion. In order

for people to get to know Tzu Chi, Tzu Chi Indonesia

collaborates with Indonesian Philanthropy, Habitat

For Humanity Indonesia and Indorelawan.

 Indonesian philanthropy

Indonesian Philanthropy is a non-profit and

independent organization that has a desire to

contribute to the achievement of social justice and

sustainable development. This organization was

founded in 2003 (website filantropi.or.id).

 Habitat for Humanity Indonesia

Habitat for Humanity Indonesia is a non-profit

organization that dedicates to reducing inappropriate

housing from the Indonesian people, by building

simple, decent and affordable houses (website

habitatindonesia.org).

 Indorelawan

Indorelawan is a non-profit organization that

makes collaboration between communities and social

missions easier (indorelawan.org website).

Tzu Chi Indonesia's collaboration with Indonesian

Philanthropic NGOs, Habitat for Humanity Indonesia

and Indorelawan, if linked to the understanding of

communication strategies that have the aim to change

the attitudes of the public in accordance with the

objectives of an organization is a strategy that is

effective and efficient in recruiting people as

volunteers. How not, the three NGOs have been

known to the community, they often hold activities

related to social services. With the collaboration of

Tzu Chi Indonesia with NGOs that have been known

by the community, the public will "glance" at Tzu Chi

Indonesia, those who have participated in social

service activities held by NGOs, will see firsthand

how Tzu Chi Indonesia is in conducting social

services, attitudes and the way to talk about

volunteers remains with volunteers who have just

started their social service activities, and so on. With

them watching firsthand, it was possible that the

people who carried out the social service became

interested in Tzu Chi Indonesia, and were then willing

to volunteer as permanent volunteers of the Buddha

Tzu Chi Indonesia Foundation.

The collaboration that Tzu Chi Indonesia has

conducted with the three NGOs that have been known

by the public is a peripheral route, where the three

NGOs are like credible spokespersons who influence

the community. With people taking part in social

service events held by Indonesian Philanthropy,

Habitat for Humanity Indonesia, and Indorelawan,

people will see that Tzu Chi Indonesia is a social

organization that has the main goal of helping fellow

human beings, its volunteers are not the type of

person that distinguishes ethnicity, religion, race,

nation and state. With these goals and attitudes, it is

hoped that the public will be interested and have the

desire to become Tzu Chi Indonesia volunteers.

The model used by Tzu Chi Indonesia in

persuading the community uses two routes, namely

the central route and peripheral routes. Central route,

Tzu Chi Indonesia uses its media, namely print media

(magazines and bulletins), electronic media (DAAI

TV), social media (websites and social media

networks) in communicating to the public to achieve

its goals. Moreover, peripheral routes, namely by

working with general mass media, such as MetroTV,

Kompas.com, Detik.com, and the mandarin daily

newspaper, where the four general mass media have

a strong influence on the community because many

people follow the news ¬ it. Also, peripheral routes

are used, namely by cooperating with NGOs, such as

Indonesian Philanthropy, Habitat for Humanity

Indonesia, and Indorelawan, which have been known

by the public. With this collaboration, the public can

recognize and view that Tzu Chi Indonesia is a social

organization whose activities are full of sincerity, so

that in the future the community will be interested in

becoming permanent volunteers at the Buddha Tzu

Chi Indonesia Foundation. With Tzu Chi Indonesia

using 2 routes in its communication strategy

arrangement, it can accelerate this social organization

to introduce and persuade the community as

volunteers. If Tzu Chi Indonesia only uses the central

route, you can imagine that it will take a very long

time for Tzu Chi Indonesia to introduce themselves to

the community. Although Tzu Chi Indonesia has used

2 persuasion routes to the community, there are still

obstacles faced. Olivia Isabellen, who was one of the

non-volunteer informants in this study, gave her

opinion on Tzu Chi Indonesia: "I have notreally

known Tzu Zhi yet, but in my opinion, Tzu Chi is like

a CSR activity from a monastery." Olivia was one of

those who did not know Tzu Chi's activities, but had

already seen the events held, then had the perception

that Tzu Chi activities were monastic activities,

prayers and so on related to Buddhism. It is a bit

difficult, according to Mr Suriadi for people who

already have their own perception, because they will

tend to fortify their minds and hearts against the

explanations given.

With such constraints, Suriadi will display

photographs and broadcasts more frequently in the

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mass media which show that Tzu Chi Indonesia is not

a CSR Vihara, but a social organization.

For people who are open-minded and have

changed attitudes from those who have not been

interested in becoming volunteers in social services,

they will usually register as volunteers by telephone

to the Tzu Chi Indonesia headquarters located in PIK,

or the Indorelawan website, which is NGOs working

with Tzu Chi Indonesia. After registering, they will

be asked for the WhatsApp number and the active

email.

Tzu Chi Indonesia has not been successful in

recruiting volunteers, Tzu Chi Indonesia hopes that

those who register as volunteers will not only come

once or twice in the social service activities held by

Tzu Chi but volunteer for a long time until they reach

the stage of volunteer committee candidates. That

way, the communication strategy must continue to be

able to truly change the attitude of people who have

just become volunteers to be willing to volunteer for

a longperiod.

A communication strategy was held to recruit new

volunteers to become permanent volunteers, because

of previous experiences in which new volunteers only

came once or twice in social service activities, then

just disappeared. Suriadi stated:

"Usually what is missing is just volunteers who do

not have friends or relatives when they go to social

service activities. Because there is no one he knows,

it becomes less comfortable, especially if the

volunteers are already engaged in social activities,

each of them has been busy with his duties. "

According to data from the analysis conducted by

Tzu Chi Indonesia, new volunteers who are not

willing to volunteer remain due to:

 Because they do not know, because of busyness

and others, in general, there is reluctance from

the community leader to contact prospective

volunteers, so that potential volunteers are not

followed up.

 When contacted by the community leader,

prospective volunteers do not respond or have

not been able to participate in the activity,

because the community leader also has his

activities, so the volunteer candidates have not

followed up again, in the end, the volunteer

candidates are not followed up too.

This problem usually occurs in prospective

volunteers who enter the public lane. Therefore,

Suriadi developed a communication strategy,

especially for the public lane because the public lane

has great potential in recruiting new volunteers. If

only relying on the path of relations in recruiting

volunteers, Suriadi said, it would take a very long

time and could be stuck just like that.

3.2 Activity

In each social service activity, there are PIC and PTR.

PTR stands for Pemasati Tunas Relawan, whose job

is to embrace new volunteers. This PTR team is a

volunteer who has a mindset that his main task is to

embrace new volunteers.

Based on the data provided, the criteria of these

PTR volunteers include:

 Understanding the philosophy of Tzu Chi, and

being able to convey it properly and correctly.

 Actively follow and understand activities in the

community.

 Relatively young, around 30-40 years old. It is

not too measured by age variables alone, the

important thing is to have an energetic spirit and

soul, and not to be anti-flexible (flexible).

 Love to communicate with other people politely

and pleasantly.

Usually, before social service activities are carried

out, there will be prior socialization to volunteers and

prospective volunteers to explain more fully the

equipment that must be carried, what time and where

they have to gather, what tasks each person has.

Thisis done so that when social service activities are

actually carried out, it can run well and according to

plan. Moreover, if there is a problem, it is not too

chaotic.

Mariani stated:

"There was training before social service, so it

was not messy, messy. Usually, in social service

activities, the recipient of the assistance will be given

a number, to support the social service activities

going well. "

The same thing was stated by Anastasia Septiani,

Tzu Chi Indonesia volunteer member "The social

service activities that I have been carrying out so far,

always run properly. If there are obstacles, volunteers

must work together. "

With the socialization and collaboration carried

out by all volunteers in social service activities, of

course, people whojustwant to become volunteers,

are not confused about what tasks to do, and if the

obstacles have to be done, or do not do things outside

the usual path Tzu Chi Indonesia volunteers did.

The information provided by PICs and PTR to

prospective volunteers, socialization and

collaboration is the implementation of interpersonal

communication goals, namely knowing themselves

and others, knowing the new side of life from the

recipients of social service activities, which may

never have been true truly perceived and seen by the

head, creating, and maintaining relationships between

senior volunteers with prospective volunteers, as well

as beneficiaries, changing attitudes and behaviors,

Communication Strategy for Indonesian Buddhist Tzu Chi Foundation Attracts Volunteers

2813

such as those who might not have been willing to

volunteer, are now willing to volunteer, and help

others.

The communication strategy does not stop there,

there is still a continuation to recruit volunteers to be

more interested in becoming volunteers in the long

term.

Key informants in this study, Suriadi, stated:

"The promotion phase is for" stand up "here, once

the person arrives, here is an approach because what

makes him durable is our approach."

One of the informants in this study, Andry stated:

"People sometimes like to have their perceptions

when they have heard the word Buddha. We must

approach them one by one. We often hold events like

that, if we just keep quiet, sit at the post, the audience

will just pass by, so we have a single message.

Andusually, we bring the Tzu Chi bulletin, the

introduction, by looking at the photos posted in the

bulletin. The photos in the bulletin, surely those that

show social and sincerity. "

This interpersonal approach is carried out by PIC,

PTR or volunteers who already have experience, and

knowledge of the Tzu Chi philosophy. Thisis done

because these people have had experience in

persuading others to become volunteers, also they

have a deep knowledge of the Tzu Chi philosophy

that has been taught, so they are considered capable

of showing sincere and social Tzu Chi personalities.

That way the public will believe that Tzu Chi

Indonesia is an institution engaged in humanity, and

the information obtained is also not confusing,

because people who deliver persuasive messages

have the same philosophical guidelines.

When new volunteers meet with other volunteers

at the headquarters of the Buddha Tzu Chi Indonesia

Foundation, PIK, volunteers who are already at Tzu

Chi will smile and greet new volunteers kindly. There

is no arrogance or bitch on their faces. Not only were

Tzu Chi volunteers friendly, all the staff there, both

receptionists, security, people selling in the Tzu Chi

cafeteria, and waitresses at the Tzu Chi cafe, also had

the same hospitality and politeness.

Senior volunteers, who are not busy, and not just

volunteers who are members of PTR volunteers, will

greet and talk to prospective volunteers. Some shared

their experiences, there were also those who provided

information about what new volunteers wanted to

know about the Tzu Chi Foundation in accordance

with what the volunteers knew. That way prospective

volunteers become comfortable and feel treated like

family.

Suriadi, as the key informant stated:

"All Tzu Chi volunteers will have a mindset that

the foundation of Tzu Chi is family, where every

human they meet is family."

With the inculcation of the mindset as said by the

key informant, every person met by Tzu Chi

volunteers will be treatedas his own family.

Anastasia Septiana, as a flower volunteer in this

study, revealed:

"It isreally fun to participate in such activities, can

be crowded and have lots of friends, and even friends

are unlimited. Besides that, we can also serve others,

so I want to join Tzu Chi's social activities. "

With the attitude of kinship, of course, new

volunteers who have just joined the activity will feel

comfortable and at ease in conducting their social

activities. Although at first, it might still be a bit

awkward, because it only knew. Other volunteers did

not seem too pushy to get closer to prospective

volunteers, with the intention of prospective

volunteers not feeling embarrassed by the excessive

interpersonal approach.

Although Tzu Chi Indonesia volunteers have been

friendly and smiling, not all people who have just

arrived as potential volunteers can immediately open

themselves to new people. Sometimes introvert types,

we can call them, require a long time to adapt.

To overcome this, Tzu Chi Indonesia volunteers

only give smiles when they meet, remain friendly, but

keep from talking too much so that it seems

compelling, because the person is an introvert, if it is

too often approached and invited to speak by

someone he has just met, stay away because you feel

uncomfortable.

In the socialization attended by Ms Juliana, one of

the development goals of Tzu Chi Indonesia was to

present the compassionate spirit of self-service from

Tzu Chi people based on a deep sense of empathy.

With this development goal, Tzu Chi Indonesia

always tries to instill a sense of empathy in every

volunteer towards other volunteers, as well as with

the people they help.

As the saying says "Fruit falls not far from the

tree.", This also applies to the Indonesian Buddhist

Tzu Chi Foundation. Because they instill in them the

attitude of kinship, the line of volunteer relations is

higher with the volunteers below, like a line of parent

relations with their children. When senior volunteers

treat junior volunteers as they are, even junior

volunteers will treat volunteers more junior like what.

Andry, as the informant in this study, informed his

experience when conducting social service activities:

"I once forgot to prepare something in social

service because there were so many things to deal

with, senior volunteers then asked me that the item

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had been prepared or not, I said that I forgot.

However, senior volunteers did not scold me, instead

of asking what needed to be helped and not yet

prepared. "

The assistance that Andry received when it could

be said that Andry was negligent in carrying out his

duties, according to the author was a form of senior

volunteer empathy to Andry. The attitude shown by

senior volunteers was neither angry nor criticizing

Andry for forgetting to prepare an item related to

social service activities. It means that these senior

volunteers can understand Andry's busyness in

carrying out their duties so that the items that need to

be prepared are forgotten.

The development goal of Tzu Chi Indonesia

which has been mentioned in the socialization

regarding feelings of empathy, and assistance

received by Andry, shows that in the application of

empathy in real life in accordance with the notion of

empathy described in chapter II, namely the

willingness to understand the feelings of other

volunteers who need assistance, so that social service

activities can also run properly. Empathy is not

something that is easily applied in everyday life.

Moreover, the name is human, there must be a sense

of ego that arises in him, even though there is the

inculcation of the mindset that all people met are

family. Not to mention, the mood changes because it

is too tired and so on. In order to avoid disputes due

to a lack of empathy, the committee volunteers, who

are usually the chairmen of a community, will talk

and exemplify how the Tzu Chi volunteers should

behave. With the person often invited to talk and see

a sense of empathy in his chairman with others, that

person will emerge with a sense of empathy in him.

Also, all volunteers who have participated in several

Tzu Chi Indonesia social service activities, and have

become permanent volunteers, will be trained in the

philosophy of Tzu Chi Indonesia taught by Master

Cheng Yen. This philosophy will guide Tzu Chi

Indonesia volunteers in conducting social services,

must always be grateful, respect and give love to

others. This will continue to be taught and echoed

continuously so that the mindset arises in the

volunteers to be willing to empathize with volunteers

and all those who are helped. The reason for the new

volunteers must still be given treatment because the

main purpose of Tzu Chi Indonesia in developing this

strategy is to embrace the community to become

volunteers in a very long period. So not after

attending once or twice, then just stop, but it is hoped

that the new volunteers can continue to participate in

social service activities. Support provided to new

volunteers, so that new volunteers feel welcome by

the Tzu Chi Indonesia extended family, which is in

the form of providing opportunities for new

volunteers to carry out their duties in social service

activities. Suriadi told the author, the way Tzu Chi

Indonesia volunteers provided the form of support:

"Prospective volunteers must feel to participate again.

So when activities take place, senior volunteers will

provide opportunities for prospective volunteers to be

directly involved in activities, and senior volunteers

must always accompany prospective volunteers and

treat prospective volunteers like their own families.

So that potential volunteers can be interested in being

able to and participate again in the next Tzu Chi

activity. " Mariani, who has been a volunteer for a

long time, said that when she first performed Tzu Chi

social service activities, she and volunteers were

willing to assist in social service activities in advance,

and were briefed on the activities of the social service.

Mrs Mariani considered that every social service

activity held was always neat,and all volunteers

worked, no one was standing by because they were

confused about what to do. With new volunteers

given the opportunity to carry out their duties in social

service activities, the new volunteers will feel a share

in the social service. This kind of thing, according to

the author is a form of support. Then, there was a form

of support that Tzu Chi Indonesia volunteers gave to

their new volunteers, namely giving new volunteers

the opportunity to develop their potential in the

preferred field. The support applied in the Tzu Chi

Indonesia social service activities, in accordance with

the notion of support, which means an attitude that

reduces a person's attitude to protect themselves

because they feel threatened, criticized or attacked, so

that the person will be open to his interlocutors.

Training

The briefing and training were given by new

volunteers, then when the social activities took place,

new volunteers were accompanied by senior Tzu Chi

volunteers, but were still given the opportunity to

practice directly. When making mistakes, Indonesian

Tzu Chi volunteers did not rebuke him but told him

carefully. That way, new volunteers will not feel

threatened, criticized or attacked. So that new

volunteers will be more willing to open themselves to

communicate comfortably, and want to be part of the

Tzu Chi Indonesia family.

The way Tzu Chi Indonesia provides

opportunities, and guides new volunteers in exploring

its potential, according to the authors is a form of

support. Because not everyone can get the

opportunity to develop their potential, maybe because

of busyness, job jobs that are not in accordance with

their passion or do not have the cost to learn the things

Communication Strategy for Indonesian Buddhist Tzu Chi Foundation Attracts Volunteers

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they want to learn. With Tzu Chi Indonesia providing

facilities to explore the potential of new volunteers

while helping others, according to the author, this

provides a new spirit in volunteers who have just

joined to become volunteers for a longperiod.

When giving new volunteers the opportunity to do

their work and learn new things, it is not easy to do.

Especially when ordinary senior volunteers work

systematically and quickly, while new volunteers

work slowly and not systematically, which can be due

to not being used and nervous.

Patience and a good mindset are needed so they

can continue to work together and focus on social

activities, and senior volunteers are willing to provide

opportunities for new volunteers to carry out their

duties. Therefore, Tzu Chi often held Tzu Chi

philosophy training which became a guideline for

volunteers in conducting social service activities, in

order to continue to be patient and have a mindset that

they are volunteers who want to invite others to

contribute compassion to others. That way, one

volunteer with another, will always support each

other so that Tzu Chi's vision can be achieved and its

mission can be carried out properly.

A positive feeling can only be felt, but it cannot

be thought through logic or analysis. Usually when

we meet with Tzu Chi Indonesia volunteers, then we

will feel their positive feelings and can transmit these

positive feelings within us. Positive feelings that are

transmitted to others can affect feeling happy in

yourself. For example, if someone else smiles at us,

then we will automatically give a smile to the person.

Smiling can have a happy effect on us. Unlike when

we meet people who show us sourly, we will

automatically not like that person, and cause bad

effects in us. Let's look at the photo beside that shows

a friendly face and a friendly smile. Facial

expressions like this are characteristic of Tzu Chi

volunteers. Eye gaze is usually shady, he said, too

polite, friendly and cool in the ears that hear. This

could be only for the image alone, but when dealing

directly with Tzu Chi volunteers, it was indeed

reflected in each Tzu Chi Indonesia volunteer. To get

these positive feelings, people who have become

regular volunteers will follow the Tzu Chi philosophy

in the training stage. The basis for teaching the inland

Tzu Chi philosophy is as a volunteer guide to always

serve and have a love for others. The philosophy of

the interior is not to invite the volunteers who are

there to convert (if they have different religions), but

so that the volunteers always realize that they are

volunteers to serve others, and create a sense of

family with everyone they meet. Master Cheng Yen,

who is the founder of Tzu Chi, believes that everyone

we meet in our lives means having a mate, so we must

always be kind to anyone we meet.

In his socialization, Juliana explained: "Tzu Chi

volunteers have GA EN ZHONG ZHONG AN,

which is thankful, respect and love. We are grateful

to be able to help people in need, grateful that we can

meet with other partners, grateful in our lives, we can

do something for others, to improve ourselves. We

also have to respect others, we must respect everyone

because they are our brothers. And it is our duty as

volunteers to share our love and compassion for

others. So, if we meet with everyone, we must have

the principle of gratitude, respect and love, " Andry

also gave a statement similar to Juliana: "I often hear

Master Cheng Yen's lectures listen to the sharing of

other Tzu Chi volunteers, and I study the situation

that I met when I was directly involved in the field.

Gratitude arises by itself. I also always remind myself

that my goal of being a volunteer is to serve others.

And if I do good to others, then I too will get good

karma in my life. " By instilling a sense of always

being grateful, reminding themselves that the purpose

of volunteering is to serve others, and have the idea

that with volunteers doing good to others, good karma

will come to their lives, that positive feeling arises

and emanates in themselves. So that when volunteers

speak and smile to the people they meet, these people

will feel that Tzu Chi volunteers are kind, friendly

and full of sincerity.

Not only people who become new volunteers feel,

even people who are interested in volunteering feel

the same when talking to Tzu Chi volunteers, such as

Jennifer Mas Agung who shares her feelings:

"Looks like they are good, if you meet and chat

with the Tzu Chi people when there is an event, the

person is friendly, so seeing it is happy,"

With the positive feelings emitted by Tzu Chi

Indonesia's volunteers towards the people they met, it

could attract people's attention to volunteering in Tzu

Chi Indonesia. This is in accordance with what has

been described in the sense of positive feelings, which

is where the communicator gives a positive

assessment to the communicant so that it can have a

good impact, such as the courageous communicant to

participate in the conversation, and the cooperative

relationship can be establishedeffectively.

When there are obstacles, where someone already

has the perception that the Indonesian Buddhist Tzu

Chi Foundation is an organization that spread

Buddhism. Then it will be difficult for Tzu Chi

Indonesia to change its mind directly. His attitude will

immediately fortify himself and may not want to

listen to what the Tzu Chi Indonesia said to the

person.

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Andry shared his experience in persuading the

community to participate in becoming Tzu Chi

Indonesia volunteers:

"I once gave a presentation at Cililitan, to the

community of PKK women, the majority of Islam. At

first, they refused and didn't want to listen. Because

we thought we would spread Buddhism. "

The thing that has been conveyed by Andry is a

refusal of PKK mothers in understanding the

information provided by Tzu Chi Indonesia, that this

foundation is purely social and full of sincerity

without containing any purpose behind it. To change

the mindset of the PKK mothers, Andry and other

volunteer teams displayed photo slides adapted to the

religion of the PKK mothers.

"We show slides about students from Pesantren in

Pademangan who are volunteers, then we also present

slides that show that Tzu Chi volunteer leaders in

Syria are people of the Islamic religion. There, PKK

mothers began to be interested in listening, even

though they were still not interested in becoming

volunteers. "

The strategy in persuading PKK mothers did not

stop there, Tzu Chi Indonesia volunteers continued to

show positive attitudes, such as always greeting them

with a general greeting with a smile, for example,

"good morning", "good afternoon", and so on, then

invited mother PKK mothers ate together. This was

continued by the Indonesian Tzu Chi volunteers in

transmitting their positive attitudes and feelings, but

it was not too intensive so that PKK mothers did not

feel embarrassed and felt forced.

3.3 Gathering

The Indonesian state has a diversity of ethnicities,

cultures, races and religions. The diversity of each

tribe, culture, race and religion must be highlighted

because each has its own characteristics, the thing that

deserves to be done is that even though Indonesia has

diversity in various aspects, it does not shut down the

Indonesian people to respect and tolerate one another,

moreover Indonesia also has the slogan "Bhineka

Tunggal Ika", which means it is still different.

The Indonesian state motto applies to Tzu Chi

Indonesia activities, they have the principle of not

differentiating between each other, all people

involved in Tzu Chi Indonesia social service activities

are all treated equally and get the same rights.

Thisis shown in interpersonal communication

conducted during social service activities. Pak Suriadi

emphasized that there is no difference at all between

one volunteer and another who has different religions,

races, ethnicities or cultures.

Suriadi stated:

"Tzu Chi activities are social activities that do not

discriminate between religion, ethnicity, etc."

This statement was also supported by Juliana

when giving outreach to prospective volunteers.

"Madam, Tzu Chi is not only about Buddhism, but

we are diverse. In the activity, we will not ask about

what tribe or what religion, because the Tzu Chi

principle is across religion, race, ethnicity, nation and

country. ”

The similarities applied in the Indonesian

Buddhist Tzu Chi Foundation are felt by people who

have been interested in becoming new volunteers.

Bangkit Subondo, as one of the informants in this

study, gave his statement, namely:

"I have the motivation to make everyone the same

and there is no need for a gap that is too far. I saw and

felt that Tzu Chi was universal, there were no

differences in religion and the difference between

whom I was, where he was, so I was interested in

becoming a Tzu Chi volunteer. "

With the statement submitted by the key

informant and the informant above in accordance

with the understanding of equality/similarity that has

been defined by experts. By respecting the

personalities of other volunteers, then feeling certain

similarities with other volunteers, the volunteers who

talk to them as communicators will consider new

volunteers are giving something useful to the

communicator.

Something useful here has its understanding.

Juliana said in her socialization:

"In Tzu Chi, the more we do activities, it is not

difficult to worry, Mrs Mother, there will be many

teachers for us. All the people we meet are important

teachers in our lives, whom we cannot learn at school.

"So when volunteers consider every person they meet

is a teacher for their lives. This indirect teaching is

considered as something useful for the

communicator.

However, this is easier said than done. Not

everyone easily has respect and tolerance for people

who have differences with themselves. There is

something that is possible from the teachings of the

family or the social environment to teach the person

to compartmentalizethemselves or to view people

who from ordinary A tribes have bad qualities and so

on.

However, this has never happened to Tzu Chi

Indonesia volunteers, all of whom are peaceful,

respectful and tolerant. That is because every

volunteer who commits to participate as a regular

volunteer, the volunteer must get the Tzu Chi

Philosophy training taught by Master Cheng Yen.

Communication Strategy for Indonesian Buddhist Tzu Chi Foundation Attracts Volunteers

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Suriadi stated:

"We do not immediately invite new volunteers to

train Tzu Chi Philosophy. If new volunteers have

often interacted with other volunteers, have seen the

situation and felt the relationship between the

volunteers, and already know that Tzu Chi is pure to

help others, then we will invite Tzu Chi Philosophy

training. The philosophy is not to teach Buddhism,

but only as a guide for yourself in helping others. This

is one way to instill a mindset in volunteers, that Tzu

Chi should not have differences, all must do the same

thing, and how to treat others like their own family. "

This was also felt by Andry as a PR staff who had

worked there for two years and had become a

candidate for committee level volunteers.

"I am a Catholic, I am not interested in changing

religion to become a Buddha, because Master Cheng

Yen always advised that we must live the obligations

of each religion. Tzu Chi is not an organization to

invite other people to convert but invites people to

spread loveto others. "

From the key informant's statement and the

informant's statement, the authors concluded that in

preventing the existence of attitudes that differentiate

between volunteers, volunteers who have already

been involved in Tzu Chi Indonesia social service

activities had instilled the same mindset. Tzu Chi's

philosophy must be given, with the intention of all

volunteers having the same mindset and having the

same principles in treating others, namely the main

goal is to spread love towards others. Tzu Chi

volunteers must treat everyone equally, as their own

family, not to be distinguished.

4 CONCLUSION

4.1 Conclusion

In persuading the general public, a good

communication strategy is needed. Similarly, the Tzu

Chi Indonesia Buddhist Foundation has a

communication strategy to persuade people to be

willing to become Tzu Chi Indonesia volunteers to

spread love universally to others. The conclusions

that the researcher obtained in this study include:

 Communication strategies that have been

applied using persuasion are carried out in

several stages, namely promotion, activity,

training and gathering.

 Interpersonal communication approach is the

most widely used approach so that candidates

are willing to become volunteers because in

interpersonal communication allows

communication is open, with a sense of

empathy, shows support in togetherness.

4.2 Suggestion

In the characteristics of openness, Tzu Chi Indonesia

should be more open in conveying its information, or

it is better if each volunteer is given the same training

to provide clear information. Because at the time of

the field, not everyone knew which volunteers had

knowledge of which Tzu Chi philosophy was and

which was not yet. So when asked, Tzu Chi Indonesia

volunteers were able to answer and not throw them at

volunteers who were specifically to recruit

volunteers, because these special volunteers could be

busy, and other people would not necessarily want to

wait for the volunteers' readiness.

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