. An Islamic institution needs a method to perform their role in coaching the ummah (Islamic da'wah). A da'wah through deeds and speaking should be supported by an Islamic concept of da'wah, well-planned, and aligned with the changing era. This method of da'wah is applied by the Assalaam Islamic Studies institution of Manado (SIAM). One of the programs is majlis taklim. Since it was established on 9 April 1994, this institution has been continuously innovative and dinamic in developing majlis taklim under its supervision. Its long journey has started out with four majlis taklim. Today, its majlis taklim has rapidly grown in numbers. There are 39 majlis which are devided into 7 districts. The strategies of majlis coaching are 1) empowerment of teachers in the institution and 2) the dinamic of majlis activities which are conducted in three models. They are a) weekly recitation, b) monthly one, and c) yearly one.