Online Join for Unions Webinar (Dec 2022)

Join Together is working to make joining a trade union quicker, easier and more accessible. We’re doing this because bigger unions with more members can help reshape our politics for good.

These are the slides from a webinar held in December 2022.

Transcript

2. 1. Why are we doing this? 2. How to meet people’s raised expectations 3. Making it work for unions 4. Taking it further
3. More members = stronger unions
4. We are working to make joining a union quicker, easier and more accessible
5. Phase 1. Acquisition 2. Applications 3. Onboarding Activity Organising Campaigns Landing pages Useful content We’ve built and operate the Join Together service to provide a perfect joining experience for members Understanding roles and opportunities Member services and feedback Referrals Systems Paid ads Earned media Website/CMS Referrals Join Together CRM integration CRM Email Web content Goals More awareness and interest, leading to more potential applicants Increasing the number of completed applications Happier members, more referrals
7. • Implementing first ever online join process for two medium-sized unions • New landing pages led to a 31% increase in signups for a large public sector union • Increased new member conversion rate by 28% in year one for a large general union • Decreased time to join by 6 minutes for a large public sector union • Increased the conversion rate by 50% for a key demographic (<25, mobile) for a public sector union And we’re seeing results…
8. Let’s talk about how, now.
9. Part 1: How do you meet raised expectations? Or… 10 tips for a good join form
10. 1. Start by setting them
11. Show what they’ll need… • Who’s this union for? Someone like me? • What information will they need to provide? • How long will it take to apply? • How much is it going to cost?
12. … but don’t forget the why
13. 2. Ask one thing at a time
14. One question per page, with thoughtful supporting content
15. 3. Only ask for what you need, when you need it
16. • Develop a Question Protocol (Caroline Jarrett): ◦ For every question you ask… ◦ Who in the organisation needs it? ◦ What they use it for? ◦ Is an answer required or optional? 3. Only ask for what you need, when you need it
17. 3. Only ask for what you need, when you need it
18. 3. Only ask for what you need, when you need it
19. 3. Only ask for what you need, when you need it
20. 4. Don’t get in the way
21. 4. Don’t get in the way
22. 4. Don’t get in the way
23. 5. Accessibility is a requirement
24. 5. Accessibility is a requirement Meeting standard: “WCAG 2.1 level AA” means following four principles: 1. Perceivable 2. Operable 3. Understandable 4. Robust
25. 6. Make it work beautifully on mobile
26. • 50% of visitors are on a mobile device • Mobile visitors complete at twice the rate of desktop 6. Make it work beautifully on mobile
27. 7. Give people a nudge
28. 7. Give people a nudge
29. 8. Do the hard work to make it simple
30. 8. Do the hard work to make it simple
31. 8. Do the hard work to make it simple
32. 8. Do the hard work to make it simple
33. 8. Do the hard work to make it simple
34. 8. Do the hard work to make it simple
35. 8. Do the hard work to make it simple
36. 8. Do the hard work to make it simple
37. 8. Do the hard work to make it simple
38. 8. Do the hard work to make it simple
39. 9. Test and iterate with real people
42. 10. Measure everything
43. 10. Measure everything
44. To recap: 1. Set expectations 2. Ask one thing at a time 3. Only ask for what you need, when you need it 4. Don’t get in the way 5. Accessibility is a requirement 6. Make it work beautifully on mobile 7. Give people a nudge 8. Do the hard work to make it simple 9. Test and iterate with real people 10. Measure everything
45. Part 2: Making it work for unions (a.k.a. How online joining crosses all the organisational boundaries of a union and what to do about it)
46. 1. “Cargo ships vs. speedboats” V
47. ORGANISING 2. Who does online joining ‘belong’ to? IT DIGITAL MEMBERSHIP
48. 3. Separating the member experience from data Join Together IN OUT Union CRM New applications Employers, roles, branches Website, landing pages, campaigns
49. 4. Finding the balance between bespoke and platform CRM Works ‘out of the box’ But… • Solutions from other markets • Get what you're given • Slow to improve • Customisation expensive Bespoke Meets your needs… But: • Your own R+D • Your own design and code • Pay for every improvement • Do your own maintenance The middle ground
50. Part 3: Taking it further
51. 2. Onboarding 1. Acquisition Where do we go from here… 3. Better tools
52. 1. Acquisition: More people into the funnel • Online campaigns. Lots of ‘hand-raising’ activities (petitions, open letters, write-to-target) • Short email sequences that take people from caring about an issue to being a member • Better landing pages • Online ad campaigns • Member-get-member referral journeys and incentives • Better content creation and design. What information do non-members need? • Tools - calculators, questionnaires, sharing data about workplaces
53. 2. Onboarding: Happier, more informed members • Improving those first few days and weeks as a member - great emails that signpost the things people can get involved in • Better directing problems to the right people - reps, negotiators, lawyers • Automatically identifying new organising opportunities by flagging workplaces where there’s a change in the rate of new joiners • Creating happy members who want to bring their colleagues, friends and family in
54. 3. Better tools: More member engagement Taking the same user-centric approach and applying it in more places: • Chatbots/Whatsapp joining journeys • Migrating deduction at source > Direct Debit • Card/mobile payments • Membership renewals/updating records • Pre-/indicative ballots • Casework information gathering and triage • Workplace mapping • Member happiness surveys
55. Questions! Twitter: @jointogetherhq Newsletter & Blog: https://jointogether.online Book a 1:1 chat: https://calendly.com/join-together
56. Questions and discussion