Key Messaging Strategies for Charter Schools: Insights from Diverse Charter Schools Coalition 2024

By: Jeremy Divinity

For the last recap of the Diverse Charter Schools Coalition 2024 Annual Convening, this blog focuses on key takeaways from an informative session led by the National Alliance for Public Charters and City Fund titled “Using the Words that Help Us Win.” In this session, the National Alliance and City Fund offered invaluable research-backed insights into crafting messages that build public support for charter schools!

Understanding the Power of Words

At the heart of the session was the recognition that words have the power to provoke action and shape perceptions. By carefully choosing our language, we can effectively communicate the core identity of charter schools and inspire support for our work. For example, simple shifts from passive to active language like “vote” to “be a voter” or “volunteer” to “be a volunteer” can evoke a sense of ownership and empowerment, encouraging your community to take meaningful action in support of charter schools.

Addressing Misconceptions

Despite strong support for the concept of “choice,” there remains a lack of awareness and misconceptions surrounding charter schools. However, through strategic communication strategies, there is an opportunity to dispel myths and highlight the unique benefits of charter education. By emphasizing key messages such as individualized attention, grade-level achievement, and close relationships, we can showcase the positive impact of charter schools on student success.

Building Support

An important theme that emerged from the session was the need to move away from messaging that criticizes traditional public schools. Criticizing traditional public schools or blaming educators for educational challenges is counterproductive and divisive. Instead, the presenters recommended framing charter schools as allies in the broader public education ecosystem. Highlighting the ways in which charter schools complement and enrich the educational landscape, while maintaining a positive and constructive tone, builds support among all stakeholders.

Effective Messaging Strategies

Crafting effective messages is essential for building support and dispelling misconceptions about charter schools. The session presenters shared valuable insights into key strategies for communicating the value of charter education to diverse audiences.Effective messaging strategies for charter schools emphasize their accessibility, individualized approach to learning, collaborative partnerships, and positive contributions to the public education system. For example, one of the most important messages to convey is that charter schools are free, public institutions that are accessible to all students, regardless of background or socioeconomic status.

Another messaging strategyproven to be successful is to highlight individualized attention as charter schools are known for their ability to provide personalized learning experiences tailored to the needs of each student. This message resonates with parents and caregivers who are seeking educational options that prioritize their child’s unique learning style and needs.

While waitlists and lotteries are necessary in the charter school enrollment process, mentioning them when not completely necessary can inadvertently create a sense of exclusivity or competition. Instead, focus on the accessibility and inclusivity of charter schools, emphasizing that they are open to all students and families seeking high-quality education options.

Lastly, rather than framing charter schools as alternatives to failing public schools, emphasize their role as complements that offer additional choices and opportunities within the public education system. Positioning charter schools as valuable contributors to the educational landscape is an effective messaging strategy to build public and community support.

In summary, here are a few Do’s and Don’ts ofcrafting effective messages that resonate with diverse audiences:


  • Emphasize that charter schools are free, public, and open to all.
  • Highlight the individualized attention and personalized learning environment offered by charter schools.
  • Focus on collaboration and partnership within the public education system.


  • Discuss waitlists and lotteries (outside of communicating key facts and dates to families), as too much focus on this can create a sense of exclusivity.
  • Frame charter schools as an alternative to failing public schools.
  • Engage in rhetoric that criticizes traditional public schools or blames educators.


In conclusion, the session underscored the importance of strategic communication in advancing the mission of charter schools. By conveying these messages with clarity and positivity, we can build support and advocate for the continued growth and success of the school choice movement.