Waqf fundraising in Indonesia holds significant potential yet faces persistent challenges, including limited public understanding of waqf and suboptimal fund collection strategies. According to the Indonesian Waqf Board (BWI), the country’s cash waqf potential reaches Rp 180 trillion annually. While digital platforms now enable philanthropic institutions to easily distribute products like infaq, zakat, and waqf, concerns about improper fundraising schemes necessitate critical evaluation of current strategies to ensure their appropriateness and effectiveness. This study analyzes online cash waqf fundraising strategies using a qualitative approach, incorporating primary and secondary data from interviews, observations, documentation reviews, and field surveys. Descriptive analysis was applied to evaluate findings. Results indicate that Wakafmu Jakarta’s strategy combining waqf literacy campaigns, digital platform utilization, and transparent fund reporting—operates effectively. The study recommends future research employ SWOT analysis to examine online waqf fundraising mechanisms, helping institutions systematically identify strengths, weaknesses, opportunities, and threats.