CHEST Foundation
Web Site

CCFAP Replication Toolkit
Now Available

Support The CHEST
Foundation

Patient Education Guides

Speakers Kit

The Ambassadors Group

TOC | Previous | Next

Section Four
Growing the Coalition

"Please remove my name from your membership list.
I refuse to belong to any club that would have me as a member."
Groucho Marx

Overview of Section

For the coalition to grow and develop, a number of things need to happen. Initially, it must begin to show itself to the community as a force that is to be taken seriously. It must begin a marketing campaign that establishes its presence and its importance. In addition, it needs to identify potential members and recruit them as an essential resource for coalition growth and success. Finally, it must develop an ability to build additional capacity in both its members and in the coalition as a whole.

A. Marketing a Coalition

Role of Marketing in a Coalition

From the very start of its existence, a coalition is affected by the dynamics that affect every other organization, whether for-profit or not for-profit. In short, to remain viable it needs to engage in marketing. Marketing is not sales or promotion. Marketing is the art of making someone want the product or service you are offering.

You Need Marketing if:

You want to build a positive image
You are going to recruit members
You want to educate outsiders about yourself
You need influential people as friends
You would like to get funding
You would like to build internal morale

Developing a Marketing Approach

All organizations, if they are to survive, continually market their products or services. Marketing is a managerial process in which any organization, including a coalition, continually presents itself as of such value that other organizations or individuals are willing to make an exchange in order to be part of it. Some transactions, but not all, involve money. Parents will spend many dollars to provide the value of an education for their son or daughter. A foundation will grant many thousands of dollars to a coalition because it perceives that the value the coalition brings to the community warrants that expenditure. An individual may sit on the community planning board partly as a way of community service but also as an exchange for the community prestige that it brings.

Why might some coalitions not consider the need for marketing?

They think it is too expensive.
They think it is only for profit-oriented businesses.
They think it requires some special expertise.
They think that if you get funded, it is superfluous.

Should a special marketing plan be developed?

Not if you considered marketing in your action plan.
Not if the leaders are accustomed to think in terms of marketing.
Not if the advisory board keeps this in mind when it makes decisions.

What are some simple internal things that can be done to improve in this area?

If you have an office or center, see that it looks professional.
Ensure that the way the phone is answered reflects an image of professional competency.
Review all correspondence and materials to ensure accuracy in content and grammar.
Never allow the scarcity of funds to be used as an excuse for sloppiness.

What are some simple external things that can be done to improve in this area?

Ensure that everyone who makes a presentation on behalf of the coalition accurately reflects the mission of the coalition.
While funds may not permit more than basic promotional items, ensure that they are written with a vocabulary and tone that would leave the reader favorably disposed to the work of the coalition.
Maintain a positive tone in all correspondence and, if time permits, make extensive use of "thank you" cards and notes.