Building a coalition is a science. Keeping it strong is an art.
Building and maintaining a strong and active coalition can demonstrate tremendous support, establish credibility, and amplify your message through trusted voices. Many of us saw this firsthand over the past year in the lead-up to last week’s election. And while it’s a common campaign element, it’s also one of the most artful and strategic tactics in public affairs.
Successful coalition building is about more than assembling a list of organizations or individuals willing to add their names to a letter (although there is often value in that as well). It’s about identifying shared interests, cultivating – and navigating – relationships, and creating opportunities for meaningful, two-way engagement.
Here are some thoughts on what has worked for us:
Starting Out on the Right Foot
The most effective coalitions start with intention. First, identify the organizations and individuals whose interests clearly align with your objectives – natural allies and existing relationships. That’s the easy part. Unfortunately, stopping there is one of the biggest mistakes we see. Some of the most impactful partners can come from unexpected places, bringing new perspectives, constituencies, and credibility.
A common misconception is that coalition members all agree on everything. Partners don’t have to align on every aspect of an issue to find common ground. The key is identifying the specific elements of a campaign where interests align and creating opportunities for partners to engage on those terms.
One Size Does Not Fit All
Not every coalition needs to look the same. Some campaigns benefit from a broad base of supporters to demonstrate the scale of an issue’s impact. Others require a smaller group of targeted, highly credible voices who can influence policymakers, engage with media, or connect with specific audiences. Often, it’s a combination of both.
Whether the effort is led by a public affairs firm, a corporation, a trade association, or an advocacy group, the right approach should be driven by the issue, the campaign objectives, and existing relationships. One mistake we sometimes see is allowing preconceived notions about who should be involved to drive coalition strategy, rather than identifying the partners best suited to the issue and the audiences you’re trying to reach. Navigating those conversations takes experience and a willingness to challenge assumptions.
Moving Beyond Recruitment
Recruiting partners is just the beginning. Maintaining and mobilizing a coalition is just as important as building it. That means communicating consistently, setting clear expectations, and making it easy for partners to participate. By providing easily accessible information and resources, being thoughtful and specific when asking for action, and respecting partners’ time, you can really maximize a coalition.
Just as important is investing in the infrastructure to track engagement, manage relationships, and follow through on planned actions. A well-organized coalition doesn’t just make a campaign more effective; it builds trust with key audiences and strengthens relationships for the future.
The Bottom Line
Ultimately, the strongest coalitions are built with a long-term mindset. Don’t treat outreach as a transaction or assume that securing someone’s support means the job is done. By investing in personal connections, leveraging relationships among partners, and consistently looking for opportunities to create mutual value, you can build a coalition that pays dividends in the current campaign and in future efforts.
The real measure of a successful coalition isn’t just how many organizations are willing to stand with you. It’s how effectively you can bring those voices together to make a difference.