UNISON: biggest, best, boldest

1. An evidence-driven project to grow our union UNISON: biggest, best, boldest

2. UNISON – Britain’s biggest union • Now officially the UK’s largest union – the certification officer published official figures in August confirming UNISON’s status • This didn’t happen by chance – it happened as a direct result of our focus on high-visibility organising, recruitment and campaigning

3. 25 years—an opportunity to grow • Our anniversary is the ideal opportunity to grow every aspect of our union—revisit our strategies and examine the data we hold • A union- wide project that examines all the data and intelligence we now hold: • why do people join UNISON in 2018? • who is joining in 2018? • how do they join? • how do we achieve growth in 2018?

4. Why people join UNISON • 158,000 people joined UNISON last year. • Why did they join • What are the drivers and motivations for joining

6. Online joining now most popular way to join 70%+ now join online

7. Extensive improvements made to systems and processReduced time from 6 to 3 minutes Removing glitches -25% to 41% conversion

8. HOW do people join UNISON in 2018?

9. When do people join UNISON ?

10. Marketing and advertising • Underpins and supports on-the-ground recruitment • Reaches hard-to-reach groups and workplaces • Produces a solid pattern of recruitment • Constantly reviewed and revised to ensure value for money

11. Marketing campaign joiners 2017 • The marketing campaign continues to deliver a steady stream of joiners to UNISON: •  In 2017 some 58,192 or 37% new joiners attributed to the campaign. 310, 000 new joiners since we started advertising •   For every £1 spent UNISON recoups £3.94

12. Evidence :TV ads drive immediate online response

13. Branches • Solid recruitment done by branches • Despite other challenges—positive figures in past 5 years • Discrepancies and disparities in performance and growth • Equal resources—yet inconsistent growth • Three divisions

14. How do we accelerate growth in 2018? • Despite a difficult environment, UNISON has continued to recruit strongly but the pattern and performance is inconsistent • Challenges we face unlikely to disappear so in this environment what can we do? • 81% of branches state they have the potential to grow(organising framework data) • There is no quick fix solution • Fresh look at our approach

15. The theory-Aggregation of Marginal Gains • Improvement is achieved by identifying and examining every aspect • Dave Brailsford -2010 Director of Cycling • Mechanics, fitness coaches, doctors, nutritionalists, hotel organisers, kit designers, tyre specialists, aerodynamics scientists, hairdressers and manicurists! • If everyone defined a tiny area +1% improvement = success • Small gains would add up to remarkable improvement as they aggregate and compound • 5 year plan–but achieved his goal within 3 years

16. Adapt or adopt the theory? • Worthy of discussion • Branches =cyclists • Whole range of players/factors/systems involved-holistic approach • Merit in assessing all aspects and seeking small improvements • On-line joining ? • UNISON direct ? • Tap and Go ? • Easy Joiner ? • Materials /stalls /flyers /freebies? • Digital • Adverts-more targeted –Facebook? • Organisers –strategically placed? • Training • Three tiers of branches –where should emphasis be ? • Press stories to underpin sectoral recruitment? • Head office functions supporting and underpinning recruitment and retention

17. Test and learn • Identify key parts of the union • Ideas/suggestions for marginal improvements • Put plans in action • Organise mass co-ordinated recruitment drive in November • Test -Evaluate – Learn

18. Growth IS achievable • UNISON needs to recruit OR retain 20,000 members to grow • That is broadly speaking 1 additional member per activist or 24 additional members per branch • Whole union focussed on project • Systems improvements

19. Bigger, better, bolder • More members –more strength • More money –more resources for all • Moral imperative that unites us all