Communication MAQs (Must Ask Questions)

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1. Who are you trying to reach?

Most coalitions can quickly identify their core audiences, which typically fall into three groups:

• Coalition members
• Internal members and partners
• Community members
• Persons with relevant lived experience
• Prospective supporters (e.g., funders, policymakers, allies, and other partners)

The real work is in getting more specific. The more clearly you define your audiences, the easier it becomes to communicate effectively.

Follow-up questions include:

• Is this an internal or external audience?
• Are they new volunteers or experienced professionals?
• What are their demographics—age, location, education, or role?
• What are the geographics—proximity, logistical challenges, or limitations?

This level of detail helps you tailor your messages, choose the right channels, and use your time and resources more efficiently.

2. What do they need to hear?

Once you know your audiences, the next step is aligning each group with the messages that matter most to them. For example:

• Members need meeting summaries, clear roles, and next steps
• Community members need information about events and opportunities
• Policymakers need data, outcomes, and cost implications
• Funders want to understand impact and return on investment

For external communication, aim for unity over uniformity. Coalitions should align around a shared narrative while allowing flexibility for members to adapt messages to their needs. This is especially important when working across regions or sectors where local priorities and values may differ.

Consider creating the following:

• A simple set of core messages
• Supportive talking points
• Stories that can be localized

By equipping coalition members with these assets, they can communicate confidently and consistently in their own contexts.

3. What do you want them to do?

Communication should always lead somewhere. Whether it’s attending a meeting, supporting an initiative, or making a decision, every message should have a clear purpose. Different audiences engage in different ways, and strong communication makes those next steps obvious and achievable.

Here are some examples of actionable messages for different audiences:

Coalition members and partners

• Show up prepared to meetings and actively contribute
• Find and share data, resources, or connections that strengthen the work

Cross-sector partners (healthcare, education, business, etc.)

• Share expertise, staff time, or infrastructure
• Help scale successful approaches across systems

Community members

• Attend events, trainings, or public forums
• Provide input through surveys, listening sessions, or community conversations

Policymakers and public officials

• Use coalition data and stories to inform decision-making
• Invite coalition leaders into strategic conversations or advisory roles

Funders and philanthropic partners

• Provide multi-year or expanded funding support
• Connect coalitions with additional funding opportunities or partners

The key is intentionality. When coalitions clearly define the action they want each audience to take and communicate it consistently, they reduce confusion, increase engagement, and accelerate progress toward shared outcomes.

4. How will you reach them?

With so many tools available—email, text, virtual meetings, social media—it’s easy to assume more communication is better. It’s not.

Effective coalitions focus on a small number of channels and use them well. For most coalitions, this might include:

• An email newsletter
• A shared online workspace
• A website
• One social media platform

The key is consistency and clarity. Establish norms such as:

• Which channels are used for urgent vs. general updates
• Where official information lives
• Expected response times

For external audiences, the same principle applies; avoid spreading efforts too thin. Managing too many platforms without dedicated capacity can dilute your message and reduce impact. Align your channels with your capacity so you can focus on what matters most.