TO ORGANIZE DA’WAH :

Mapping The Groups Target Of Da’wah

And Their Characteristics

This paper is prepared to fulfill the task of

Da’wah Management Courses

Lecture:

Dr. H. Sudirman. S.Ag., M.Ag.

Written by :

Afaf Zakiyah Z (200101110142)

Naflah Rifqi (200101110138)

DEPARTMENT OF ISLAMIC EDUCATION

FACULTY OF TARBIYAH AND TEACHING TRAINING
UIN MAULANA MALIK IBRAHIM MALANG
2022
 PREFACE

Thank God, we pray to Allah SWT, the Lord of the worlds. With His permission and
grace, we were able to finish the paper on time. Let us send shalawat and greetings to the
lord of the Prophet Muhammad SAW, his family, and friends. May his intercession flow to
us on the last day.

Writing a paper entitled " To Organize Da’wah : Mapping The Target Of Da’wah’s
Group And Their Characteristics" aims to fulfill the assignments for the undergraduate
program of Islamic Religious Education, Faculty of Tarbiyah and Teacher Training,
Maulana Malik Ibrahim Islamic State University, Malang in 2022/2023.

Next, We thank to Dr. H. Sudirman. S.Ag., M.Ag. as a lecturer in the Da’wah

Management Courses. And also to our parents who always pray for their children's success
in completing their undergraduate education.

Finally, the writer realizes that this paper is still far from perfect. The author hopes
that the reader is willing to provide feedback in the form of criticism and suggestions.
Hopefully, this paper can provide benefits for various parties.

Malang, 12 September 2022

Authors

i
 TABLE OF CONTENT

PREFACE ............................................................................................................................... i

TABLE OF CONTENT .........................................................................................................ii

CHAPTER I ........................................................................................................................... 1

INTRODUCTION ................................................................................................................. 1

A. BACKGROUND PROBLEM .................................................................................... 1

B. PROBLEM FORMULATION ................................................................................... 2

C. DISCUSSION OBJECTIVE....................................................................................... 2

CHAPTER II.......................................................................................................................... 3

DISCUSSION ........................................................................................................................ 3

A. MODEL OF MAPPING THE TARGET GROUP OF DA'WAH .............................. 3

B. CHARACTERISTICS OF THE TARGET GROUP OF PREACHING .................... 6

CHAPTER III ...................................................................................................................... 12

CLOSING ............................................................................................................................ 12

A. CONCLUSION ......................................................................................................... 12

B. SUGGESTION ......................................................................................................... 12

BIBLIOGRAPHY ................................................................................................................ 13

ii
 CHAPTER I

INTRODUCTION

A. BACKGROUND PROBLEM
Strategic da'wah with mature POAC (planning, organizing, actualling and
controlling) concepts will achieve effective results. The strategic meaning here covers
all aspects. Both at the initial planning stage, namely audience analysis, then organizing
with mapping, actualling in the form of formulating da'wah materials to selecting
strategies that are considered suitable for use which will then be evaluated with relevant
success indicators.1
Going down to the community with its pluralism must be overcome with effective
planning steps. Each group / group has different characteristics. Therefore, the term
da'wah as a means of wasilah repertoire of Islam in the context of 'rahmatal li al-'alamin'
which pays attention to physical, psychological, reason, and fitrah aspects has a necessity
to be easily digested by every level of society.2
However, we often find that the conventional verbal method (lecture) by the ulama'
will feel comfortable being listened to by Gen Z, who is all digitizing visually attractive
content. They are more interested in videos of short duration and have interesting content
according to their age and level of education to make them loyal viewers. This is of
course the difference in the results of the analysis of several characteristics of age strata
in capturing information.3
Therefore, a special strategy is needed to achieve the effective value mentioned
above. Doctoral education will have a different language from the first semester students.
Likewise with urban communities (city) and rural communities. This mapping stage is
included in the Organizing aspect.4 With the background of the things above, the author

1
Mahmuddin Mahmuddin, Manajemen Dakwah (Edisi Revisi), ed. Team WADE Publish, Manajemen
Dakwah Edisi Revisi (Ponorogo: Wade Group, 2018), 79–92.
2
Harjani Hefni, “Makna Dan Aktualisasi Dakwah Islam Rahmatan Lil‘Alamin Di Indonesia,” Ilmu
Dakwah: Academic Journal for Homiletic Studies 11, no. 1 (2017): 4,
https://doi.org/10.15575/idajhs.v11i1.1438.
3
The phenomenon of digital needs affects the tendency of people to behave in their daily lives. "The
results of the 2021 Susenas show that of all students aged 5-24 years, 77.42% use the internet, 86.83% use cell
phones, and 17.30% use computers. In the last four years, the use of the internet and cell phones by students
has increased, but the use of computers has decreased.” Muchtar Affandi et al., Meneropong Peluang,
Tantangan, Dan Strategi Pengembangan SDM Di Masa Pandemi, ed. Titin Nurhayatin (Bandung: LPSSI
UNPAS, 2022), 3.
4
Musholi Musholi, “Pengembangan Masyarakat Dan Manajemen Dakwah,” Tasamuh: Jurnal Studi Islam
9, no. 2 (2018): 500–501, https://doi.org/10.32489/tasamuh.216.

1
intends to present this work as a form of initial provision for prospective preachers in the
era of Society 5.0 as well as the era of Disruption. The following will explain how to
identify and map the targets of da'wah as well as a description of the characteristics and
characteristics of the classification.

B. PROBLEM FORMULATION
1. What is the model for mapping the target group of da'wah?
2. What are the characteristics and characteristics of each target group of da'wah?

C. DISCUSSION OBJECTIVE
1. Knowing the model of mapping the target group of da'wah.
2. Knowing the characteristics and characteristics of each target group of da'wah.

2
 CHAPTER II

DISCUSSION

A. MODEL OF MAPPING THE TARGET GROUP OF DA'WAH

Communities who are the target of religious da'wah / counseling cannot always be
placed in a macro context. Because every preacher / counselor must be able to map the
target group because it is impossible for a religious instructor to carry out activities that
touch all strata and segments of society at the same time.5

In mapping the target groups of Islamic religious education, there are several main
things that become benchmarks and analytical frameworks with the following
classification indicators.6

a. Community groups are seen from their socio-economic level.

We can see the classification through the following table of income and
consumption:.7

Classes Income / month

High Class > Rp 26.000.000,-
Middle-up Class Rp 7.800.000,- s/d 26.000.000,-
Lower Middle Class Rp 2.600.000,- s/d 7.800.000,-
Low Class (poor) < Rp 2.600.000,-

b. Community groups are seen from the level of education and knowledge.

We just use the easy one. Let's classify the level of education with the presence of a
kindergarten, elementary, high school, university student, master's degree, doctoral
doctoral degree. Although sometimes the level of education cannot be generalized
linearly with understanding, at least it can describe some similarities in the character of
learning.

5
Kementerian Agama RI, Buku Penunjang Tugas Penyuluhan Agma “MANAJEMEN DAKWAH (Dasar-
Dasar Dakwah/Penyuluhan Agama Islam” (Jakarta: Kementrian Agama RI, 2011), 65.
6
RI, 65.
7
Nizar. Muhammad Afdi, “Middle Class and Its Implications for the Indonesian,” Munich Personal
RePEc Archive, no. 98471 (2015): 2–5, https://mpra.ub.uni-muenchen.de/98471/; Pusdiklat Pajak,
“PENGHASILAN KELAS MENENGAH NAIK = POTENSI PAJAK?,” Kementrian Keuangan RI, 2015,
https://bppk.kemenkeu.go.id/content/berita/pusdiklat-pajak-penghasilan-kelas-menengah-naik--potensi-
pajak-2019-11-05-e8af69c1/.

3
 c. Community groups are seen from the age range and status.

We often encounter mentions of gene Y, gen Z, Millennials, Baby Boomers and so

on. The following is the age range data for some of these terms :8

Year of Birth Groups Mapping

1925 – 1946 Veteran generation
1946 – 1960 Baby boom generation
1960 – 1980 Gen - X
1980 – 1995 Gen – Y (Kaum Milenial)
1995 – 2010 Gen - Z
> 2010 Alfa Generation

Then why then discuss the status (married / not)? This is because in terms of patterns
of daily activities, patterns of thinking, social patterns and the level of burden of life will
certainly lead a person's psyche in a different direction. So there is a Gen - Z who married
young will be more emotionally vulnerable and stuttering about his new role as wife,
daughter-in-law and mother in his new family. Then for the millennial generation and
above, the mapping of marital status in da'wah will then be mixed in planning the content
of the material to be delivered.9

d. Community groups are seen in terms of region/geography and profession.

If appropriate, about the geographic infographic, urban community groups have

several subgroups according to their area of residence, namely:

- Housing complex

- Real Estate

- Dormitory

- New Residential Area

- Market Society

8
S K Wijayanti, “Minat Belanja Produk Fashion Secara Online: Perbedaan Antara Generasi X, Y Dan Z,”
Gerbang Etam 15, no. 2 (2021): 32,
http://ejurnal.balitbangda.kukarkab.go.id/index.php/gerbangetam/article/view/171.
9
J. Setyawan et al., “Dampak Psikologis Pada Perkawinan Remaja Di Jawa Timur,” Jurnal Penelitian
Psikologi 7, no. 2 (2016): 36–37.

4
- Communities in Vulnerable areas (Prone to studies of extremism or its security)

- Employees of district/provincial government/private institutions.

- Industrial society

- Communities around the industrial area

Then we can divide the target groups in rural areas into two, namely: indigenous
people or transmigration. And in terms of the profession, it can be concluded that people
who have similarities, partnership relationships from their work will be made into one
target group in a certain area.

e. Foster Groups

In addition to using existing community targets according to the facts on the ground,
we can also create target groups. Where the group will be accompanied and fostered to
focus on preaching in a certain direction, with a systematic periodic system because it
has been designed to be a continuous project by the preacher. The following is an
example of a built target grouping.

a) Scholars, consisting of the target group:

1) Government agency employees/employees
2) Professional group
3) Campus/academic society
4) Research community and experts
b) The younger generation, consisting of the target group:
1) Mosque Youth
2) Youth Organization
3) Scouts
c) LPM (Community Empowerment Institute), consisting of the following groups:
1) Taklim Council
2) Islamic Boarding School
3) TPA/TKA
d) Special Guidance, consisting of target groups:
1) Rehabilitation Orphanage/Social Lodge
2) Hospital
3) Homeless and beggar community

5
 4) Localization of Prostitutes (WTS)
5) Correctional Institution (LP)
e) Remote Areas, consisting of the target groups:
1) Isolated Area Communities
2) Isolated Indigenous Community.

B. CHARACTERISTICS OF THE TARGET GROUP OF PREACHING

1. COMMUNITY GROUPS VIEW FROM SOCIO-ECONOMIC LEVEL

The wealth of knowledge is usually used as a measure to classify society. Socio-

economic criteria can be classified based on position, amount and source of income, level
of education, religion, type and area of houses such as differences in house size and land,
house design, and home furnishings, location of the house, lineage, participation in
organizational activities.

Even the activities carried out by an individual can also bring up the socioeconomic
status of the individual, both in recreational activities.10

Classification of community groups based on their socio-economic status is divided

into upper class, middle class and lower class. 11

a. A society with an upper class economy has the following characteristics:

1. Living in luxury houses with high fences with various modern models with
property rights.
2. Family dependents of less than five people or productive breadwinners who are
under 60 years old and healthy.
3. The head of the household works and usually holds a professional position and
above.
4. Have business capital.12

b. A society with a middle economy has the following characteristics:

1. The middle class is usually filled by professionals and shop and business owners
who tend to be smaller than the upper class.
2. The position of the parents of a middle class individual is usually respected

10
Ibrahim Maulana Malik, “Penggolongan Pendapatan Penduduk,” Universitas Islam Negeri, 2008, 30,
http://etheses.uin-malang.ac.id/600/.
11
Arief Heriyanto C., “Kelas Sosial, Status Sosial, Peranan Sosial Dan Pengaruhnya,” Module, 2016, 6.
12
Maulana Malik, “Penggolongan Pendapatan Penduduk.”, 31.

6
 3. Children's education is fulfilled and they are not worried
4. The income they earn is not excessive, but they have sufficient learning facilities
and plenty of time to study.13

c. Communities with lower economic levels have the following characteristics:

1. Living in a rented house or own house with very simple conditions such as made
of wood or other materials instead of stone.
2. Family dependents of more than five people or breadwinners are no longer
productive, ie over 60 years old and sickly.
3. The head of the household is unemployed and lives on the help of relatives and
works as a laborer.14

So it can be concluded that socioeconomic status can be seen from the level of
education, occupation, place of residence and wealth of the individual concerned.

2. COMMUNITY GROUP VIEW FROM EDUCATION LEVEL

The characteristics or characteristics of education are having an effort to be able to

develop the potential of educators or students, educational activities can be carried out
anywhere, and the existence of educators as people who are responsible for the continuity
of education to realize the formulated goals.

The characteristics of the level of education consist of the following levels of

education:

a. Primary education: The first level of education for children during the first 9 years
of schooling which underlies the secondary education level.15 Basic education units
include:
1. Elementary School

The form of the units are SD, SD extraordinary and SD with Islamic
characteristics which are organized by the Ministry of Religion called Madrasah
Ibtidaiyah.

13
2018:2) (Kadir, 2017:3) (Hakim, “Pelapisan Sosial Dan Kelas Sosial (Social Class),” Journal of
Chemical Information and Modeling 53, no. 9 (2018): 26.
14
Maulana Malik, “Penggolongan Pendapatan Penduduk.”, 31.
15
Ketut Ratna Dewi D, “UU SISDIKNAS No.20(2003),” Indikator Tingkat Pendidikan, 2017, 16.

7
 2. SLTP (First Level Secondary School)

SLTP is a form of basic education unit that organizes a 3-year program. The form
of the unit is junior high school, extraordinary junior high school, which is
characterized by the distinctive Islamic religion organized by the Ministry of
Religion called Madrasah Tsanawiyah.

b. Secondary education: Secondary education level. This education takes 3 years.

There are several types of education, namely general, vocational, extraordinary, and
religious education.

c. Higher education: Education level after secondary education which includes

undergraduate, master, doctoral, and specialist programs organized by universities.16
Colleges can take the form of academies, polytechnics, high schools, institutes or
universities.

3. COMMUNITY GROUP VIEW FROM AGE RANGE AND STATUS

a. Years of birth 1925 – 1946 ( Veterans Generation )
This generation grew up in a situation of economic and political uncertainty
during World War II. These conditions automatically require them to work hard, be
financially conservative, and be vigilant. This group has the following
characteristics:
1. They are loyal and they believe that seniority is important to advance in one's
career so they respect seniors.
2. Less tolerant
3. Tend to have an authority leadership style (tight command and control).

b. Years of birth 1946 – 1960 (Baby boom generation)

This generation has the following characteristics:

1. Discipline and hard worker

2. Slightly rigid about values, structure and rewards
3. Maintain self-respect and happy when asked for opinions

16
D, “UU SISDIKNAS No.20(2003).”, 16-17.

8
 4. Feeling experienced but not keeping up with technological developments.

c. Years of birth 1960 – 1980 (Gen-X)

Generation X is a generation born in the early years of the development of
information technology such as the use of PCs (Personal Computers), cable TV and
the internet. Generation X is able to adapt and accept changes well so that they can
said to be a character generation. This generation has the following characteristics:
1. Resourceful and independent
2. Need emotional comfort
3. Prefer something informal
4. Have the ability to do business/trade
5. Balanced work and personal life
6. Likes positive work relationships and likes freedom and has room to grow.

d. Years of birth 1980 – 1995 (Gen – Y ) or (Millennials)

Generation Y is known as the millennial generation or millennials. Generation Y

uses a lot of instant communication technologies such as email, SMS, and others.
This is because Generation Y is a generation that grew up in the internet era boom.
Not only that, Generation Y is more open in political and economic views, so they
look very reactive to environmental changes that occur around them. This generation
has the following characteristics:

1. More committed to the company, for them work is a priority, but not a top
priority
2. Likes rules that are short, concise, and clear
3. Likes openness and transparency.

e. Years of birth 1995 – 2010 (Gen – Z)

Generation Z is the youngest generation to enter the workforce. This generation

usually called the internet generation. Generation Z is more socially related through
cyberspace. Since childhood, this generation is familiar with technology and is very
familiar with smartphones and is categorized as a creative generation. This
generation has the following characteristics:

1. Likes social activities

9
 2. Prefers to be in a start-up company, multi-tasking
3. Loves technology and is an expert in operating technology
4. Care for the environment
5. Easily influenced by the environment regarding positive products17

f. Years born above 2010 (Alpha Generation)

This generation has the following characteristics:
1. Can decide a problem independently
2. Always expect that their individual needs and preferences are taken into
account.
3. Likes visual information like videos.18

4. COMMUNITY GROUP VIEW FROM REGION/GEOGRAPHY

Below are the qualitative and quantitative differences between villages and cities which
are presented in tabular form.19

In a comparison of mindsets and habits, we can classify rural and urban communities as
follows:20

Distinguishing Element Village City

Lifestyle Simple, Old Style Glamor, Modern

17
Sudaryono, “Manajemen Pemasaran : Teori & Implementasi,” Andi Offset, no. 1 (2016): 1–2,
https://parent.binus.ac.id/wp-content/uploads/2018/11/Generasi-X-Y-Z.pdf.
18
Ashley Fell, “GENERATION,” no. July (2020): 4–5.
19
Guru Geografi, “Perbedaan Karakteristik Desa Dan Kota,” Guru Geografi, 2020,
https://translate.google.com/?sl=id&tl=en&text=Dibawah ini merupakan perbedaan kualitatif dan kuantitatif
anatara desa dan kota yang tersaji dalam bentuk tabel. &op=translate.
20
Lucia Erine, “Perbedaan Pola Pikir Masyarakat Kota Dan Desa,” Kompasiana.com, 2017,
https://www.kompasiana.com/luciaerine/590008b6f37a615118802008/perbedaan-pola-fikir-masyarakat-
kota-dan-desa?page=all.

10
 The majority are still
Mindset Rational
superstitious
Good Solidarity, peace, Individualist apathetic
How To Be Social
Gotong Royong tendencies
It's starting to fade because
Customs Still highly respected of globalization and
population pluralism
Uphold politeness, be
The application is still not
Social norms friendly, care about
optimal
neighbors

11
 CHAPTER III

CLOSING

A. CONCLUSION

Basically, the mapping of da'wah targets is an organizing stage that must be considered
carefully, and then it will be adjusted to the materials and teaching methods. If the initial
identification efforts are not free from mistakes, it could be that our da'wah strategy is not
perfect. There are 4 main elements in the classification of da'wah targets, namely geographic
area as well as occupation, level of education and knowledge, age range and status as well
as socio-economic level. Not only targeting field objects, we can also create formed objects
to be fostered intensely in order to achieve certain goals according to the preacher's plans.

B. SUGGESTION

We as writers apologize if there are theories or writings that still raise questions or even
criticism. If there is something you want to convey, we will open the door for sharing as
much as possible. Hopefully this paper can help prospective preachers to design a coherent
and systematic POAC so that their da'wah is effective.

12
 BIBLIOGRAPHY

(Kadir, 2017:3) (Hakim, 2018:2). “Pelapisan Sosial Dan Kelas Sosial (Social Class).”
Journal of Chemical Information and Modeling 53, no. 9 (2018): 8–24.

Affandi, Muchtar, Darta Darta, Hasanuddin Hasanuddin, Didi Turmudzi, Cecep

Syarifuddin, Munir Djamil, and Hidayat Suryalaga. Meneropong Peluang, Tantangan,
Dan Strategi Pengembangan SDM Di Masa Pandemi. Edited by Titin Nurhayatin.
Bandung: LPSSI UNPAS, 2022.

D, Ketut Ratna Dewi. “UU SISDIKNAS No.20(2003).” Indikator Tingkat Pendidikan,

2017, 13–37.

Erine, Lucia. “Perbedaan Pola Pikir Masyarakat Kota Dan Desa.” Kompasiana.com, 2017.
https://www.kompasiana.com/luciaerine/590008b6f37a615118802008/perbedaan-
pola-fikir-masyarakat-kota-dan-desa?page=all.

Fell, Ashley. “GENERATION,” no. July (2020).

Geografi, Guru. “Perbedaan Karakteristik Desa Dan Kota.” Guru Geografi, 2020.
https://translate.google.com/?sl=id&tl=en&text=Dibawah ini merupakan perbedaan
kualitatif dan kuantitatif anatara desa dan kota yang tersaji dalam bentuk tabel.
&op=translate.

Hefni, Harjani. “Makna Dan Aktualisasi Dakwah Islam Rahmatan Lil‘Alamin Di

Indonesia.” Ilmu Dakwah: Academic Journal for Homiletic Studies 11, no. 1 (2017):
1–20. https://doi.org/10.15575/idajhs.v11i1.1438.

Heriyanto C., Arief. “Kelas Sosial, Status Sosial, Peranan Sosial Dan Pengaruhnya.”
Module, 2016, 1–28.

Mahmuddin, Mahmuddin. Manajemen Dakwah (Edisi Revisi). Edited by Team WADE

Publish. Manajemen Dakwah Edisi Revisi. Ponorogo: Wade Group, 2018.

Maulana Malik, Ibrahim. “Penggolongan Pendapatan Penduduk.” Universitas Islam Negeri,

2008, 55–72.

Musholi, Musholi. “Pengembangan Masyarakat Dan Manajemen Dakwah.” Tasamuh:

Jurnal Studi Islam 9, no. 2 (2018): 487–521. https://doi.org/10.32489/tasamuh.216.

Nizar. Muhammad Afdi. “Middle Class and Its Implications for the Indonesian.” Munich

13
 Personal RePEc Archive, no. 98471 (2015): 3. https://mpra.ub.uni-
muenchen.de/98471/.

Pajak, Pusdiklat. “PENGHASILAN KELAS MENENGAH NAIK = POTENSI PAJAK?”

Kementrian Keuangan RI, 2015. https://bppk.kemenkeu.go.id/content/berita/pusdiklat-
pajak-penghasilan-kelas-menengah-naik--potensi-pajak-2019-11-05-e8af69c1/.

RI, Kementerian Agama. Buku Penunjang Tugas Penyuluhan Agma “MANAJEMEN

DAKWAH (Dasar-Dasar Dakwah/Penyuluhan Agama Islam.” Jakarta: Kementrian
Agama RI, 2011.

Setyawan, J., R. Marita, I. Kharin, and M. Jannah. “Dampak Psikologis Pada Perkawinan
Remaja Di Jawa Timur.” Jurnal Penelitian Psikologi 7, no. 2 (2016): 15–39.

Sudaryono. “Manajemen Pemasaran : Teori & Implementasi.” Andi Offset, no. 1 (2016): 78.

Wijayanti, S K. “Minat Belanja Produk Fashion Secara Online: Perbedaan Antara Generasi
X, Y Dan Z.” Gerbang Etam 15, no. 2 (2021): 29–40.
http://ejurnal.balitbangda.kukarkab.go.id/index.php/gerbangetam/article/view/171.

14