An evidencedriven project to grow our union UNISON

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

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

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?

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

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

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

HOW do people join UNISON in 2018? New Join UNISON July - Sep 2018 Tablet 9% Desktop 38% Mobile 53%

When do people join UNISON ? 40 35 30 Joiners 25 Desktop 20 Mobile Traffic Tablet Traffic 15 10 5 0 0 1 2 3 4 5 6 7 8 9 10 11 12 24 Hour 13 14 15 16 17 18 19 20 21 22 23

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

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

Evidence : TV ads drive immediate online response

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

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

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

Adapt or adopt 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

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

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

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