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UNISON: biggest, best, boldest

Explore UNISON’s data-driven project to enhance growth strategies, recruitment tactics, and campaign effectiveness. Detailed analysis of member motivations, joining procedures, and marketing initiatives to drive union expansion. Utilize the theory of Marginal Gains for holistic improvement. Test innovative ideas for sustainable growth and increased membership. Harness the collective effort towards a more substantial, superior, and more audacious union.

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UNISON: biggest, best, boldest

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  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

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

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

  7. HOW do people join UNISON in 2018?

  8. When do people join UNISON ?

  9. 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

  10. 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

  11. Evidence :TV ads drive immediate online response

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

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

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