Calling coalitions: 3 steps to advocate effectively
Written by emily swartzlander
Coalitions have the power to create real, lasting change for children and families. And in times of uncertainty (like – you know – right now), coalitions can be particularly powerful.
But to create successful advocacy campaigns, coalitions need thoughtful, data-backed communications that work for all partners involved. On top of that, coalition leaders must ensure your work together is aligned so audiences can understand your vision and know how to take action and support your efforts.
Fortunately, coordinating your coalition’s communications work is as easy as 1, 2, 3.
craft core messages for your work as a group.
Last year, we shared recommendations about creating a logic chain. (Missed that email? You can find all the tips here!) Once your logic chain is set, it’s time to create core messages for your work as a group. If your communications work is a puzzle, core messages are the corner piece. Creating a single, central message all coalition partners agree to use helps you:
share why you’re joining forces and what you’re advocating for in clear, approachable language;
show your audiences why they should care, what can be done, and how your coalition is leading the charge;
ensure that every target audience hears the same, consistent messaging and understands your goals;
eliminates confusion; and
helps to build consensus and momentum.
When we work with clients on messaging strategy, we make sure core messages include the following components (using clear, simple language that’s easy to understand):
The Need: Name the challenge you’re facing and get specific about what the opportunity (or exact, timely challenge) is.
The Overview: Describe your solution at the highest level. Think of this as your 60,000 foot overview of what you are doing to meet The Need. This is your “what” message.
How it Gets Done: Share how your coalition is working together to advance the solution. This is the nuts and bolts of your work, or your “how” message.
The Vision: Describe a realistic, lofty goal that you know speaks to the hearts and minds of your most important audiences.
For more juicy tips and tricks on writing core messages, check out our fail-proof guide.
2. create flexible, user-friendly resources.
When building resources, remember that you have not one but TWO target audiences: your end user and your ultimate changemaker.
1️⃣ The end user is the audience who will use your materials to push out your messaging. These are fellow advocates, board members or executive directors who lead your partner organizations.
2️⃣ Changemakers are the audience you're trying to communicate with through your communications work. These are legislators, donors or other people who can make the change you want to see actually happen.
Create toolkits and communications materials with BOTH of these audiences in mind. That means:
Start with easy-to-follow instructions for how to use the resource. Remember, your end users might not know much, if anything, about communications. Show them why they should use your core messages, and teach them what you want them to know to be successful in their advocacy.
Ensure your messaging and materials speak to your changemakers. Changemakers will care about different things than your toolkit users. Make sure that the messaging they see is the core messaging you’ve created as a group, since that’s based on all the good research you’ve done about their values and what will encourage them to act.
Make your materials super user friendly. If it’s too hard to use a toolkit…people won’t use it. For example, your partners likely have very different skills when it comes to graphic design. Sending a complicated InDesign file will stop them from using the toolkit.
Need help with branding and materials creation? We love doing that.
3. repeat, repeat, repeat.
Research shows that repetition builds support and makes an argument (or campaign!) more attractive. Also, when we learn through repetition, we remember the information better and retain it for longer.
Our golden rule at Forthright when it comes to repetition is that when you’re tired of your message, that’s when audiences are just starting to understand it. You’ve done the work to create the messaging and build the materials – now, keep going!
Coalitions have the power to make positive change happen for children and families. By aligning around a shared vision, crafting thoughtful messaging and staying focused on your goals, you can amplify your impact and create a brighter future.
