Engaging the membership – creating new hope

It is not surprising to hear from union executives that they are feeling frustrated and hindered with the lack of participation from their members. Member engagement is a seemly humongous task on what is already full plates for executives. A membership that is neither motivated or mobilized will fail to show up for themselves, the union or their community. This is especially terrifying in our current political climate. If we fail to all work together against the policies that are chipping away at our hard won freedoms we will lose even more as those policies keep adding up. We look forward to a loss of bargaining rights, worker health and safety rights, clean water, safe food production, properly funded education and health care, and the list goes on. The real question is how to create change within our unions that excites our members to show up.

Mobilizing disengaged union members can be challenging, but it’s essential for strengthening solidarity and collective action. Here are some strategies you can use:

1. Understand Their Concerns: Conduct surveys, hold informal meetings (in workplace parking lots, during breaks -please bring food, etc.) to understand the reasons behind their disengagement. This can help you identify specific issues or barriers they might face. Become comfortable with being uncomfortable asking about their concerns; sometimes it might be the union leaders. Practice listening to understand not to be heard.
2. Enhance Communication: Use multiple channels to communicate with members, including emails, newsletters, social media, and in-person meetings. Make sure the information is accessible and engaging. The demographics of how social media is being used and who is using which brand of social media is changing. If you have a younger workforce it is extremely likely that they are not using Facebook and your messages are being missed.
3. Create a Sense of Community: Organize social events, workshops, and informal gatherings to foster a sense of belonging. Building personal connections can help members feel more invested in the union. Getting to know who your members are is key. If you only show up to speak to your members when their is an issue or an election, you are missing out. When members have more of a connection with executives they are more invested if they feel heard and are willing to mobilize. Emphasize the benefits of mobilizing members, such as increased bargaining power, a stronger collective voice, and better organizational outcomes. Connecting engagement to tangible advantages can motivate leadership to act in creating a mobilized community.
4. Highlight Achievements: Share stories of how the union has successfully advocated for members in the past. Recognizing accomplishments can inspire and motivate individuals to get involved. Recognize union members and their achievements as well. Spotlight on employee safety wins, heartwarming stories, etc. are a way to show that the union sees the importance of it’s membership as well.
5. Provide Education and Training: Offer workshops on workplace rights, negotiation skills, organizing and other relevant topics. Empowering members through education can increase their confidence to participate. Advocate for training sessions that focus on member outreach and engagement strategies for the executive. Building their skills can empower executives to take more effective action.
6. Encourage Involvement: Create opportunities for members to get involved in committees, planning events, or decision-making processes. Tailor roles to fit different levels of commitment or interest. Shop stewards, workplace reps and so on are those members who know their work sites best. They are the ones who understand the relevant issues and know who to get together and how to get them together. Let them organize and mobilize those local members to take action on their issues of concern. Be their to support rather than dictate. Perhaps the local concern is not a work related one, maybe they have broader community issues that they would like addressed. Advocate for a culture that values member participation and input at all levels of the organization.
7. Personal Outreach: Sometimes a personal touch goes a long way. Consider one-on-one conversations or phone calls to encourage participation and show that their voices matter.
8. Solicit Feedback: Regularly ask for input on union activities, and show that you value member feedback by implementing changes based on their suggestions. Encourage collaboration between executive members and rank-and-file members to facilitate communication and feedback. This can help executives better understand members’ needs and concerns. After initial discussions and proposals, continue to follow up.
9. Set Clear Goals: Make sure members understand the union’s goals and how their involvement can contribute to achieving those objectives. Having a clear vision can motivate participation. When the unions objectives are shrouded in mystery they become an agenda that becomes difficult to back by the membership. You have to earn members trust before you can ask them to blindly follow. Suggest setting specific goals related to member engagement and include them in executive meetings. Propose a structured plan for mobilization that outlines specific actions, timelines, and measurable outcomes. Holding leadership accountable can ensure that member mobilization remains a priority.
10. Celebrate Contributions: Acknowledge and celebrate the involvement of engaged members. Recognizing their contributions can encourage others to step up. Sharing examples of other unions or organizations that have successfully engaged their members. Highlighting successful strategies can inspire confidence in the proposed approach for members and executives.

Member engagement is crucial for the strength and effectiveness of a union. It fosters solidarity, ensures that the union accurately represents its members, and enhances the capacity to effect meaningful change. We do not want unions that are vulnerable to anti-union tactics and stagnate in a state of weakened bargaining power. By employing these strategies, you can help rekindle the interest and involvement of disengaged union members.

Please feel free to reach out to the GDLC for further explanation or assistance in mobilizing your union members.