This study aims to analyze the management strategy of BAZNAS Kebumen in the management of productive zakat as an effort to reduce poverty. This study uses qualitative research methods by conducting observations and interviews with interviewees as research informants, as well as secondary data obtained from the literature. Analysis of the data used in this study is a SWOT analysis. The results showed that zakat management strategies carried out by BAZNAS Kebumen included strategic planning, strategy implementation, and strategy evaluation. Strategic planning is formulating a strategy by determining the vision and mission of BAZNAS Kebumen and directing policies by taking into the internal and external environmental analysis. The implementation of the strategy is to create a work program. Then evaluating the strategy is to assess each work program that has been planned and implemented by taking into the targets and work targets to be achieved. Based on the BAZNAS Kebumen SWOT, diagram is located in quadrant 1. So the priority to do is a growth strategy or SO (Strength-Opportunity) strategy. It is implemented by increasing cooperation with banks in channeling CSR funds, utilizing BAZNAS figures to attract muzakki, especially ASN, and optimizing UPZ in both government institutions and villages.