Strategic Communication in Digital Philanthropy: Preventing Donation-Based Fraud Through WhatsApp Communication

The rapid expansion of digital philanthropy has transformed fundraising practices by enabling nonprofit organizations to mobilize donations through mobile messaging platforms. However, this shift has also increased the risk of donation-based fraud, particularly in closed and trust-based environments such as WhatsApp. This study examines how strategic communication is employed to prevent donation-based fraud in WhatsApp-based fundraising activities. Using a qualitative descriptive approach, data were collected through in-depth interviews, non-participant observation, and documentation analysis at the At-Taufiq Jatikramat Foundation, a socio-religious philanthropic organization actively engaged in digital fundraising. The findings reveal that fraud prevention is achieved through an integrated communication cycle consisting of communication research, planning, implementation, evaluation, and reporting. Transparency, consistency, and accountability emerge as central strategic frames that help donors recognize legitimate donation messages and reduce vulnerability to fraudulent appeals. WhatsApp communication is found to be highly persuasive due to its interpersonal affordances, yet simultaneously prone to misuse by fraud actors exploiting emotional proximity and trust. The study demonstrates that strategic communication functions not merely as a promotional tool, but as a preventive governance mechanism that stabilizes donor trust and sustains organizational legitimacy. This research contributes to the literature on strategic communication and digital philanthropy by highlighting the importance of patterned communication practices in anticipating fraud risks within closed messaging platforms.