Analysis of waqf management in <i>Badan Kerjasama Pondok Pesantren Indonesia</i> (BKsPPI): a strategic integration of marketing and governance approaches

Purpose This study aims to explore waqf management practices within Badan Kerjasama Pondok Pesantren Indonesia (BKsPPI) or the Association of Indonesian Islamic Boarding Schools and their implications for sustainable development and financial inclusion. This study examines the role of marketing strategies in enhancing waqf participation and economic sustainability, mainly through digital platforms. Design/methodology/approach This research uses a mixed-method approach that integrates the strength–weakness–opportunity–threat analysis and the analytical hierarchy process to assess internal strengths, external opportunities and strategic approaches for effective waqf-based crowdfunding. Data were collected through expert interviews, stakeholder surveys and case study analysis of BKsPPI waqf management. Findings The findings suggest that structured governance, strategic partnerships and public awareness are critical in optimizing waqf potential. Digital marketing and fintech solutions significantly enhance donor engagement and transparency, whereas regulatory hurdles and low public awareness continue to pose challenges. Research limitations/implications This study focuses on a single case study (BKsPPI), which limits the generalizability of the findings. The sample size of the interviewees was small, which may not fully capture diverse stakeholder perspectives. Practical implications This study provides actionable recommendations for waqf institutions, policymakers and Islamic finance practitioners on improving waqf management through innovative marketing and governance strategies. Enhancing transparency and leveraging fintech and strategic partnerships can drive sustainable waqf development. Originality/value This research contributes to the growing discourse on waqf management from an Islamic marketing perspective, emphasizing consumer trust, value perception and financial sustainability. This offers a novel approach by integrating marketing strategies with traditional waqf governance frameworks.