Acquire more union members with tactics like showcasing your success, identifying influencers, and gathering valuable data.
Key findings from Trade Union Congress’ webinar
Trade Union Congress (TUC) recently hosted a webinar on how to ‘Grow your union – strategies for member recruitment’. The webinar was hosted by Anna Kalsi, E-Learning Officer, and Carl Roper, National Organising & Education Manager, at TUC.
Kicking off with audience participation, union reps shared how long they have been a representative for (mostly over 10 years!) and sharing what a union meant to them. Common themes presented were the ideas of solidarity, strength and support.
When polled on the biggest barriers for recruitment:
The top 3 most common issues in the workplace reported were:
Most representatives found out about these issues through internal chats and meeting with members.
The discussion continued on to proven strategies for effective union recruitment. Here are eight that were discussed.
Focus on issues that several workers are affected by. This can help draw people to the cause and encourage them to engage. One way to they can face the issue is by joining the union.
Related article on the iMIS Blog: A Modern Union: 10 Organizing & Campaigning Tactics
Ensure your union reflects the workforce by actively engaging with underrepresented groups and understanding the unique concerns of different generations.
New members often join when they see that their concerns are taken seriously. Raising their concerns can help others join and you can all work towards a positive outcome.
If someone comes to you and is put off by a previous experience with a union, the most important thing is to listen to their experience. Be empathetic and then you can outline how your union works differently.
5. Shout about your successes!When you do have a win, no matter how small it may seem, it’s important to celebrate. This helps build trust with your members and also raises awareness among non-members about the amazing work you're doing.
Related article on the iMIS Blog: Top 3 Goals for a Modern Union Website [with tips]. Boost union membership with a website that showcases your value, personalizes content, and drives member engagement.
6. Identify your influencersIn terms of finding people to join the union, look to people who could be influencers, the people who are natural leaders that others gravitate towards. You can also identify the people who show the most concern about an issue.
You can organise video calls, add resources to your company’s intranet, and give updates on social media.
If there are days when people are in the office, make sure reps are present and doing public campaigning.
There are various channels you can use to communicate with potential members:
One thing all these channels have in common is the need for a solid membership database. Activity with your union should be recorded in your membership management system so you can learn from every interaction. This helps you personalise your communications much more effectively because you have all this historical activity data to work with.
From joining, onboarding, continuing education, events, purchases, renewals, and beyond, capturing data at every single touchpoint is key.
This guide teaches you how to learn from every interaction with members and potential members.
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About Zentso: Zentso are membership CRM.
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This article was originally published on Zentso's blog and has been edited and republished here with permission.
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