<![CDATA[This study aims to analyze the strategy and implementation of Customer Relationship Management (CRM) in increasing muzakki loyalty at Lembaga Manajemen Infaq (LMI) South Sumatra. This study employed a qualitative approach using a case study method. Informants were selected purposively and included LMI management and staff as well as muzakki with different levels of relationships with the institution. Data were collected through interviews, observations, and documentation and analyzed through data reduction, data display, and conclusion drawing. The findings show that LMI South Sumatra's CRM strategy focuses on building long-term relationships with muzakki through routine communication via WhatsApp and social media, distribution reports, program education, donation reminders, and personalized approaches to long-term muzakki. CRM implementation is also supported by the SiAmil information system for managing muzakki data and donation histories. However, implementation remains in the optimization stage due to the absence of standardized CRM procedures, limited human resources, and system and reporting constraints.]]>
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