TUC Digital - Supporting digital-first trades unionism.

Using SMS to verify and correct member data: RCM case study

Data accuracy is vitally important for unions that want to improve the member experience. This has been doubly so over the last year, where many workplace reps have been unable to regularly check in with members face to face, and most communication has moved online.

But when a member changes their online contact details and forgets to update them with the union, it sends the union’s campaigns into a black hole. The member gets cut off from opportunities to get involved, and worse still, the union might not even realise it.

For this project, the Digital Lab worked with colleagues at RCM to test ways to check and improve contact data accuracy. With a strong focus on offering specialised professional training to members, accuracy of the union’s personal data on members is very important in helping them get the most out of their membership.

Using online advice content to help unions find and engage with non-members

The effects of the pandemic have cost hundreds of thousands of jobs, with many more still at risk. Redundancies have especially been a problem in parts of the private sector where unionisation rates are very low. As a result, most workers facing uncertainty at work won’t have a union to turn to. And unions don’t have channels to reach them.

There may be an opportunity for unions to reach out to non-union workers and provide valuable advice content to them. In doing this we could give these workers an initial experience and understanding of unions, learn about their needs, and find other useful ways to engage with them.

Designing online forms to engage with workers about their work

In the TUC Digital Lab we’ve been doing some research into using different formats of work advice to find and engage with non-member workers. We’ve got more info about this here, but I wanted to start with some interesting lessons we’re drawing from the numbers on how our forms worked, which could be useful to unions seeking to engage non-members for organising projects.

New digital tactics behind our key workers’ pay rise campaign

As MPs stood on their doorsteps and clapped, offered platitudes and had their pictures taken – there was a glimmer of hope for the millions of overworked and low-paid key workers who are keeping the country going during the pandemic. Many of us could be forgiven for assuming that these public displays of support might translate into meaningful improvements in pay and conditions for our hero key workers.

So when the chancellor decided to freeze the pay of public sector workers, to keep the minimum wage at a measly £8.72 and to continue letting companies use exploitative zero-hours contracts, it was clear that this government’s words and Tweets would not equal any significant action.

Making a virtual out of a necessity: NASUWT online conference 2021 case study

Organising a fully virtual and democratic trade union conference. By NASUWT’s Sammy Connell and Chris Weavers.

The NASUWT held its centenary Annual Conference at the ICC Belfast Convention Centre over the Easter weekend in 2019. A celebration of the success of the union over the previous 100 years, often in the face of adversity. Little could we have anticipated the challenges of the next two years.

Testing your union’s new digital services by prototyping

Prototyping is a very important tool when it comes to designing new digital systems. As non-profits, reliant on members’ contributions, unions have to be careful to get the best returns out of any digital spend. Yet the costs for new digital development can run into thousands of pounds.

Building a prototype – the most basic version of your solution that you can test with real users – lets you check if you’re on the right track, and reduces the risk of costly project failures.

Discover, define, develop: A model for designing for change in unions

Last year, we launched a new module in the TUC’s leadership development programme, Leading Change. It expands our long running course to also look at how digital can support (and challenge) senior union officers in managing change in their areas of work.

Unions and digital disruptors

TUC Digital Lab report

In recent years, new digital start-ups have changed the faces of whole industries. New entrants have risen to dominance in their sectors and previously major players have collapsed. The pace of change has only intensified with the digital-first response to Covid-19.

Unions aren’t commercial businesses but as organisations we don’t exist in a vacuum. We too can find our position eroded by disruptive innovation if we fail to understand how it works or adapt to it.

Online joining in unions – current and best practice

New Digital Lab report

In 2021, people expect good quality digital interactions with all companies and organisations. Unions are no exceptions – prospective members will expect to be able to easily and immediately join online.

Producing union digital conferences

As Covid-19 stopped mass gatherings in person this year, many unions had to make a choice whether to cancel their big conference events or to quickly rework long-running formats for a digital medium.