Digital Activism Strategy of Andre Tjipta Cendekia Foundation in Volunteering Movement through Instagram Platform @yatc.id

Abstract

This study analyzes the digital activism strategy of the Andre Tjipta Cendekia Foundation (YATC) through Instagram @yatc.id in mobilizing volunteer participation in Batch 14 and 15. This phenomenon is marked by a 77% surge in volunteers (from 43 to 76), proving that YATC's digital activism has successfully transcended slacktivism into real-world action in the field. The study employs a descriptive qualitative approach with a case study method; data were collected through in-depth interviews with four key informants (Founder, Media Team, and two Volunteers), triangulated with content documentation from @yatc.id for the period September 2024 - October 2025. The analysis uses the Social Media Campaigns Four-Step Model and the Digital Activism framework. Results show that YATC implemented a structured strategy: formative research based on inter-batch evaluation (Listening); setting SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound) with four-segment audience segmentation (Strategic Design); a 50-50 hybrid content management between planned and organic content, combined with family-toned Social Care (Implementation); and impact evaluation that surpasses vanity metrics, with nearly 200 registrants achieved in Batch 15 (Evaluation). The full cycle of Awareness → Mobilization → Action was completed, producing sustainable social impact through the construction of a school on Boleng Island. However, limitations exist: unsystematic analytic record-keeping and intuitive competitor analysis. These findings contribute to the literature on digital nonprofit organizational communication in Indonesia and offer practical implications for NGOs seeking to optimize Instagram as a measurable and sustainable volunteer mobilization instrument.