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With supporters’ inboxes flooded by emails from organisations each day, how do you ensure your own emails get opened? Higher open rates are vital for driving support and action. But we know that the pressures you face of tight deadlines, limited resources, and trying to make every communication count can make it very difficult to think beyond the next line of copy. 

If you do want to talk to us about improving your email deliverability or about Movement’s broader SMS, email, phone banking and WhatsApp tools to help power your campaign, hit the Get Started button. 

In the meantime, here’s a practical guide to improving your open rates that we’ve developed over the years from conversations with clients and our own tests:

1. Avoid the spam folder

Campaigners often worry about being flagged as spam, and for good reason—emails that end up in the spam folder are never opened.

• Authenticate your emails: Make sure your emails are properly authenticated using SPF, DKIM, and DMARC to increase deliverability and avoid being flagged as spam.
• Don’t use spammy words: Avoid using too many capital letters or words like “free” or “guaranteed” in your subject lines. These are common red flags for spam filters.
  
  

2. Personalise, personalise, personalise

It’s not just a case of using your supporters’ names in your emails, but really tailoring the content of the email to them and their background. 

• Use their name: Always personalise the subject line and greeting using merge tags. For example, instead of "Join us for the campaign," try "Jane, we need your help today!"
• Segment your audience: Tailor your messaging to different segments of your audience. Whether it’s based on industry, location, previous donations, or engagement history, segmenting your list allows you to send more relevant emails. You can tailor the content of your emails to resonate more personally with that specific group.
• Make it feel individual: If possible, refer to past actions or causes they’ve supported. "Thanks for signing our petition last month, we’ve got an exciting update." Movement allows you to personalise individual parts of your email based on rules around past donation amounts, previous engagements and voting history. 

3. Crafting compelling subject lines

The subject line is the first thing a supporter sees, it’s your chance to grab their attention.

• Be clear and concise: Avoid jargon and make sure the purpose of the email is clear right from the subject line.
• Create urgency: Words like “last chance” or “urgent” can create a sense of urgency, but don’t overuse them. It’s all about striking the right balance.
• Ask a question: Subject lines like “Did you know?” or “Can you help today?” spark curiosity and increase the likelihood that people will open your email.
• 🚀 Use emojis 🚀: Use 1-2 emojis in a subject line to make your email stand out in an inbox. Just don’t over do it as some email clients will take that to be spam.
  
  

4. Optimise for mobile devices

More people check emails on their phones than computers, so ensure your emails are mobile-friendly.

• Keep it short and sweet: People scan emails quickly on their phones. Short, punchy content is more likely to be read.
• Easy-to-click links: Ensure buttons and links are large enough to tap easily. If you’re using forms or calls to action, make sure they work well on mobile too.
• Test email design: Always preview your emails on mobile devices before sending. If your email doesn’t look good on a small screen, people will move on.
  
  

5. Use a strong preview text

The preview text (the snippet of text that appears next to the subject line in most inboxes) is increasingly just as important as the subject line. It provides a further glimpse into what the email is about, and it gives you opportunity to sell the email to your audience. 

• Complement the subject line: Think of the preview text as a way to expand on the subject line and offer more context. For example, “Join the picket line” could be paired with “your voice matters, make it count on our picket line…”
• Test different combinations: Keep track of which subject line and preview text combos perform best and use that data to improve future emails. Movement’s analytics suite allows you to compare the performance of email preview lines and open rates.
  
  

6. Build trust with your audience

Building a relationship with your audience can go a long way in improving your open rates. Supporters who trust your organisation are more likely to open and engage with your emails.

• Be transparent: Let your supporters know exactly what they’re getting when they sign up for your mailing list. Set expectations early on.
• Give value: Don’t just ask for something—whether it’s donations, petitions, or event sign-ups. Offer value by sharing campaign updates, success stories, or insights into the impact of their support.
• Keep your branding consistent: Make sure your supporters easily recognise your emails by keeping a consistent look, feel, and tone in all of your communications.
  
  

7. Keep track of your performance

Finally, keep track of your open rates and experiment with different strategies. Use data to inform your decisions and refine your approach.

• A/B testing: Run tests on subject lines, email content, and sending times to see what works best for your audience.
• Use email analytics: Tools like Google Analytics and email marketing platforms will show you open rates, click-through rates, and other valuable metrics. Use this data to adjust your strategy and improve your results over time.
  
  

8. Use Movement to automatically send to your most engaged users first

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Without meaning to toot our own horn too much (although we do get a lot of compliments about our email deliverability), Movement ensures your emails get sent to those who open your emails first automatically. That way email clients trust your emails as they get more opens and don’t put the rest in the dreaded‘promotions’ folder.  

Ultimately you are fighting for attention in a crowded inbox. And while that might seem exhausting there are some steps you can take to make sure your supporters are opening what you send them and, importantly, taking action because of them. By building meaningful relationships with supporters through personalised messages, and testing different send times and content you can boost your open rates. More opens means more engagement, and ultimately, more action for your cause.

If you want to talk to us about using Movement to grow engagement in your cause then hit the Get Started button.

Apple has announced that it’s releasing iOS 26 in October. Here’s what we know so far about how it will affect your SMS comms:  

The headline change is that iOS 26 will be introducing SMS filtering for unknown senders. So text messages from numbers not saved in a user’s contacts will automatically be sorted into an “Unknown Senders” folder. This is similar to how email clients already filter promotional or unfamiliar emails. 

While this might seem like a potential obstacle for your outreach efforts, fear not. It’s important to remember that if you pursue a relationship-building strategy with your supporters and you switch to RCS (often referred to as  Verified SMS) so that your organisation name and profile image appears, increasing trust, you shouldn’t need to worry about this change. A supporter focus should always be at the core of your communications strategy and that approach will continue to pay off, building trust and recognition in your cause, no matter the changes in technology.

There will be more information to come out over the coming months on how the changes will work, so we don’t know everything right now, but we want to reassure you that we’ll have guidance coming out in response to all these changes as and when we learn more. 

If you’d like to talk to us about getting set up on RCS to improve your open rates then book a call here and we’ll be happy to chat. 

iOS 26 and SMS

For campaigners who rely on SMS to mobilise and engage your supporters, this iOS update undoubtedly raises some questions. The main concern is how SMS messages from unknown numbers will be sorted into a secondary folder, suggesting they’re less likely to be read. If you’ve relied on SMS as a key channel to remind people of an important vote, event, or petition, then now might be the time to start thinking about your SMS strategy.

It’s important to understand that the best communications are built on relationships, not just transactions - and that’s always been the case. iOS 26 may have changed how messages are delivered, but it hasn’t changed the value of ongoing, two-way communication with your supporters. This could actually be a great opportunity to strengthen those relationships and ensure your supporters feel engaged and heard ahead of the update. 

Relationship-building should continue to be the focus

Successful campaign outreach is ultimately about nurturing ongoing relationships through story-telling and high value, informative communications. Meaning when it comes to those one-time comms like ‘Have you voted’ or ‘sign the petition now’ followers are much more likely to complete the action. 

The recent iOS changes might make it harder for your message to reach a cold inbox or unrecognised number, but it will have less impact on messages that have been built on trust. 

If you’re building an engaged base of supporters who recognise your number, save it to their contacts, and trust your messages, then the iOS update should have a pretty minimal effect on your communications. Of course the more we find out about this in the coming months, the more we can confirm it.

If you feel like you could do more developing relationships with your supporters in this strategic way, then maybe this moment could kick-start that process in time for October. In the meantime we’ve put together some best practice tips that could come in handy:

1. Encourage supporters to save your number

Between now and October, it could help to ask your supporters to save your number in their contacts. This ensures they see your messages even if iOS sorts them into the “Unknown Senders” folder. 

You could send an initial SMS message saying:
"Add '[Campaign Name] Alerts' to your contacts so you never miss an important update."

This gives your supporters a chance to engage with you right from the beginning and shows that you value their involvement. 

2. Balance urgency with longer-term story telling

Here’s a little piece of knowledge, time-sensitive transactional SMS will still make it into your audience’s main inbox, even if the number is unknown. You’ve just got to pick your moments.

When it comes to those immediate actions, sometimes you need to stress the urgency of the situation. If so, your messages should focus on immediacy and relevance. SMS can work for time-sensitive information, like event reminders or voting alerts, if they are framed as urgent rather than generic. You can read about how we did this with Labour during the 2024 election.

For example, instead of simply saying:
"Have you been out to vote?"
You might say:
"Three seats too close to call as time runs out. Your vote could decide the outcome, have you voted yet?"

By framing your message as time-sensitive, you create a sense of urgency that encourages your audience to act, making it more likely they’ll open your message. We would stress that in the build up to these kinds of communications you’ve also built some dialogue with the recipient to help boost responses. 

3. Diversify your communication channels

While SMS is effective, they shouldn't be your only channel for outreach. Multi-channel communication is great for building real tangible connections with supporters over a number of places. If someone has had a phone call with one of your team they’ll be more likely to respond to a follow-up SMS. A newsletter subscriber might be more likely to complete an SMS survey. Consider reaching out via email, WhatsApp, or over the phone. 

If you use these channels in tandem you can maintain constant engagement and mitigate any drop in visibility caused by SMS filtering. You can talk to us about getting set up on these channels with Movement and we can show you how to make the most of them too. 

4. Focus on delivering value for your supporter

It’s a two-way relationship: you need to offer some insight, something engaging that’s relevant to your supporters. 

Whether it's sharing campaign updates, giving people a voice through surveys, or sending relevant resources, you should make sure every message serves your supporters’ needs as much as your own.

Get set up on Verified SMS (RCS)

One great upshot is the growing importance of RCS, or as we often call it: Verified SMS. 

With its verified sender status, profile picture and name already included (similar to that of WhatsApp) messages you send by RCS are far less likely to be filtered, meaning it’s an excellent tool for reaching your supporters with important, high-priority messages. Your audience will also recognise who has sent the message and so will be more likely to trust your messages and perform an action. We have some upcoming tests to show that RCS consistently outperforms SMS for open and response rates. More on this to come!

It’s growing rapidly since being introduced over the past year and should eventually replace all SMS messaging. This year alone we’ve seen a large number of clients make the switch. If you’d like to talk to us about getting setup on RCS then just complete the get a quote form and we’ll be in touch.

Adapt, don’t panic

This update doesn’t signal the end of SMS or digital outreach. Remember that you survived the great segmentation of email inboxes. Instead, it’s a reminder that the most successful campaigns have always been rooted in strong, two-way relationships. If you focus on engaging your supporters with clear, meaningful messages that offer value, ask for ongoing engagement, and build trust through consistent outreach, you’ll continue to see results, no matter the changes in how messages are delivered.

Don’t be alarmed by iOS 26, take this as an opportunity to strengthen the connections you have with your supporters. Continue to nurture those relationships, and your outreach will remain effective. It could also be a time to make a leap to Verified SMS so that your audience sees who you are and is more likely to trust your messages..

We’re sure there will be some updates coming in over the next few months. But we’ll also be providing tips and guidance in response so keep an eye out and fear not. Who knows this might be an opportunity for organisations to develop and grow closer to their supporter base.

If you’d like to see how RCS or as we often call it ‘Verified SMS’ can improve open and conversion rates for your organisation don’t hesitate to hit the Get Started button and we’ll be in touch.

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The Data (Use and Access) Bill is now law in the UK, meaning soft opt-ins to mailing lists are now a reality for charities. 

Under the new legislation, if a person’s contact details are collected as the result of signing a petition or making a donation, charities can now follow up with marketing communications - using the recipient’s implied consent.

Commercial businesses have long been able to soft opt-in people to marketing communications when personal information is collected during a sale, but for our sector this legislation marks a big, new, overdue opportunity. Albeit one that you need to navigate carefully. Here we walk you through the ins and outs of soft opt-ins:

How does it work?

As charities you can use implied consent to send marketing communications, under a set of conditions: 

• That you are a registered charity
• That your direct marketing aims to further your charity’s charitable purposes
• That the data was collected in the process of expressing interest in, offering support for, or providing support to the charity
• That you offer a simple a simple way to opt-out of marketing emails at the point of sign up, and in each subsequent communication

Provided those criteria are met, you can now send direct digital marketing communications across SMS, WhatsApp and email. 

Until now charities could only use soft opt-ins for phone and print communications, so this new legislation brings digital communications in line with those channels (reducing cost and improving interactions), and brings the charity sector up to speed with other commercial industries.

What does this mean for charities?

According to the Direct Marketing Association this change in legislation could increase annual donations to charities by an estimated £290 million. This is a big opportunity for our sector, where we’re already grappling with soaring demand and tightening budgets. 

Here are a few ways the change could provide a much-needed boost to your efforts:

Grow your email and phone subscribers faster and for less

If you are running events on paid social or search, you should get more subscribers per pound spent. Which, in a landscape where costs per lead are rising year on year and paid platforms are becoming more fractured and volatile, this is good news. You also save on replacing expensive print communications with digital ones. 

More money, more advocacy, more impact

The additional £290m a year from the new marketing contacts charities will be able to acquire is no small figure. But more than this there are so many valuable actions a supporter can take to support your mission, if you are able to give them a real role to play. A newsletter subscriber might be more likely to attend a protest, sign a petition or volunteer at a stall, providing real tangible benefits to your charity’s goals.

WATCH: Our Webinar with Forward Action on navigating Soft opt-ins

Do you need to be careful?

In short: yes. There’s a number of pitfalls to overburdening people with marketing communications that they don’t remember signing up to. 

Too many sales-y comms = less trust

If people feel overwhelmed by communications they don’t remember signing up to, you can risk damaging your reputation and the wider sector. And once that trust is broken, it can be hard to remedy. This is often why more reputational industries like healthcare prefer to stick to hard opt-ins.

Deliverability can suffer with unresponsive lists or spam reports

The less people read your emails, the less your emails will make it into people’s inboxes. Strong deliverability is important. Without a good sender reputation, you risk hitting spam filters. Hard opt-ins, or double opt-ins where a confirmation link needs to be clicked can help prevent this. It’s worth being strategic about when you decide to use soft opt-ins, consider building a reputation with good deliverability and hard opt-ins first. 

If you don’t have a CRM to manage the data, you could find yourself in trouble

It’s important that if you dive into this new opportunity, your CRM is set up correctly. You’ll need to be able to tag your records with the correct type of opt-in and individual has, and that you’re able to segment accordingly. Movement is ready to support different consent options for your supporters.

What’s Movement’s stance?

The Data (Use and Access) Bill’s change in data regulation for charities and in particular soft opt-ins is a massive boost to the charity sector. 

As a charity you should take full advantage of this new opportunity to bring more people to your cause. Use the new legislation to increase your supporter lists, your donations and ultimately drive more action from newly engaged followers. 

For years, businesses have been able to use soft opt-in rules.Charities, however, were excluded from this provision, required to obtain explicit consent at the point of data collection. A process that, while well-intentioned, often resulted in lost opportunities to build lasting relationships with donors and supporters. Now we believe it's time you make full use of what's available. 

We do stress caution in the communications you send. Make sure you offer real value in every email and SMS so that people want to receive your communications and their inbox provider doesn’t mark you as spam, or your reputation isn’t damaged. 

Executed well however this should drive progressive campaigns forward to a new chapter. At Movement we’re a bit nerdy when it comes to email, SMS and WhatsApp marketing, so we’re ready to help navigate clients and friends through the new soft opt-in options. 

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If you’d like guidance on soft opt-ins with Movement then feel free to get in touch by hitting the Get Started button and booking a call. One of our team will be able to guide you through the process and get you set up to win.

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As a campaigner, you know how crucial it is to both attract new members, volunteers and supporters and nurture the ones you already have. While keeping existing members engaged and active forms the backbone of your campaign's strength, there's no denying that continuous recruitment remains essential for growing your collective voice and expanding your reach.

With supporter growth, ironically the most effective place to start is right at the end, the signup page. Here your slightest improvement leads to your biggest gain, as an easier page to complete should lead to more recruits. (And if you really want to do this with ease, check out our own, battle-tested action pages module)

The good news is that improving your signup page can be incredibly simple, in fact we’ve broken it into five easy-to-follow steps to help you create a smoother, more effective recruitment process:

1. Measure everything

The first step in improving signups is simple but vast: start measuring everything. You can’t improve what you can’t track, right? Tools like our action pages make this easy. Using our analytics, running A/B tests on the Movement platform and comparing campaigns you can see exactly where your signup process can be improved. From the moment someone clicks on the link to your page to when they complete their sign-up, our tools let you see exactly where people drop off. By monitoring these drop-off points, you can identify where supporters lose interest or encounter problems and fix them.

As a campaigner your data is invaluable. It takes the guesswork out of recruitment, allowing you to focus on what works. Maybe you’ll discover that a confusing question in the form is turning people away, or that mobile users are abandoning the signup process because of loading problems. With this insight, you can make accurate adjustments and improve your process.

2. Test with real users

It’s easy to assume what will work, but testing your signup process with real users will give you the most accurate feedback. As organisers, we spend a lot of time engaging with people directly, so why not apply that same approach to your digital systems? Invite a few potential members or volunteers to walk through the signup process. Observe where they get stuck or frustrated. What part of the form confuses them? Which questions do they skip?

By getting real feedback, you can identify small but significant pain points that might not be obvious otherwise. Using Movement you can automate follow-up actions such as a WhatsApp survey or a phone-call depending on what action the user takes. Use this feature to find out what the user experience was like. This can lead to major discoveries; for example, a simple wording change or an unclear dropdown menu could be all that’s needed to make the process smoother and improve completion rates.

3. Sweat the small stuff

When it comes to forms, the details matter. A slight tweak can lead to a huge improvement in your completion rates. Consider adjusting the order of questions, making dropdown menus more intuitive, or simplifying wording. Ask for only the information you truly need and make sure every question is easy to understand.

For example, instead of asking for an employer’s name in a free-text box, offer a searchable list of common employer names. This seemingly small change can make a huge difference in reducing friction and improving sign-up completion.

4. Don’t make people think

We’ve all seen long, confusing forms with endless questions that make you wonder when it will end. The truth is that regardless of how worthwhile and important your cause is, most people want to join quickly and with minimal effort. They may be on their lunch break, using their phone, and don’t have time to get bogged down in complex forms. Keep it simple.

Break down long questions into bite-sized, manageable steps. Use clear, simple language and avoid jargon. Consider pre-filling answers where possible, so users don’t have to fill out everything manually. And allow users to continue even if some fields are left incomplete, making it easier for them to complete the process at their own pace.

5. Design for real life

People sign up for things on their phones, on the bus, during lunch, or in between meetings. If your signup forms aren’t optimised for real life, you’re likely missing out on a significant portion of potential members. Make sure your forms load quickly, work offline, and allow users to save their progress and return later. This is especially important for people who may not have time to finish the form in one sitting.

Designing for real life means thinking about accessibility too. Consider different users' needs; some may need large fonts, while others may be using public devices or shared computers. By making your forms as accessible and flexible as possible, you make it easier for everyone to join your cause, no matter their situation. Movement’s action pages allow you to adapt your content and design with ease, and come mobile and tablet optimised, so that anyone from comms pros to volunteers can create a page ready for all. 

Movement’s action pages can power your supporter growth

Improving your organisation’s recruitment process doesn’t have to be a monumental task. In fact Movement’s action pages make all of this simple from the off, with battle-tested templates that have already delivered high signups, or our analytics suite that allows you to understand exactly where users are clicking, you can turbo-charge your organisation’s growth with ease. 

Remember, measure everything, test with real users, sweat the small stuff, make it easy, and design for real life; these simple steps can transform your signup process. 

You’ll not only make your work easier but also build a stronger, more engaged community ready to face the challenges ahead.

If you’d like to talk to us about our action pages module, allowing you to grow signatures, donations, and supporters then hit the Get Started button below:

Get started

Unions are no strangers to adversity. The legislation governing unions is now among the most restrictive in the western world, the economic landscape is turbulent, and workers are increasingly atomised.  Unions are fighting on many fronts. The technology they use should make that fight easier.

Our recent webinar hosted with Join Together brought together organisers, developers and union leaders to discuss what a more effective approach could look like.This report draws on that conversation, highlighting the specific changes unions are making to improve member experience and what others can learn from it.

Digital friction is blocking growth

The crux of the problem is this: most union joining experiences don’t receive the technical support slick corporates get. Union forms can be complex. Whether it's an intricate form, a complicated website or a question worded in an alienating way, these issues contribute to significant drop-offs in sign-up journeys. But in many cases, they are completely avoidable.

Sam Jeffers, co-founder of Join Together, explained how their work with unions like the NEU, CWU and Forsa has revealed a common theme: people want to join, but forms and systems get in the way. In one case, replacing a blank text box for employer name with a searchable list boosted completion rates from 66 to 81 percent. A small tweak, but resulting in a big difference.

"Digital technology allows us to measure things in a way we haven’t before," Sam said. But many unions still aren’t monitoring drop-off rates or testing how their forms perform. Instead, they rely on assumptions, often outdated, about how people navigate online spaces.

Five principles for improving recruitment

The webinar presented five core principles for designing more effective joining experiences:

1. Measure everything: Using tools like Mixpanel or Google Analytics to track how users move through forms helps identify exactly where people drop out.
2. Test with real users: Observing real members use your joining process will quickly reveal what is confusing or frustrating.
3. Sweat the small stuff: From the order of drop-down menus to whether a question is skippable, details matter. Ask only what you need, and make every question easy to understand.
4. Don’t make people think: Break complex questions into bite-sized steps. Avoid jargon. Pre-fill answers where possible. Let users progress even if some details are missing.
5. Design for real life: People sign up on their phones, on buses, during lunch breaks. That means your forms need to load fast, work offline and offer the option to save and return later.

Tools that support the organising workflow

Building on these principles, we presented our new Organiser Dashboard, a tablet-ready tool for reps and organisers to manage real-world conversations. Rather than storing notes on paper or trying to collate scattered spreadsheets, the dashboard offers a clear visual layout of who has been contacted, what actions have been taken, and who needs a follow-up.

The system is customisable for different types of campaigns, from strike ballots to rep recruitment. Organisers can import data from membership systems, assign local reps specific contacts, and filter by region, engagement level or issue type. The tool also links directly with our broader digital platform, allowing organisers to follow up conversations with automated SMS, email or call campaigns.

Andrew from Movement described it as a "digital clipboard" always available, infinitely adaptable and designed to work in the messy, shifting terrain of real-world organising.

What unions are learning

Some of the most powerful takeaways from the webinar came not from major revelations, but from small surprises. In one case, rewording a date question for education workers from an academic year format to a simple graduation year resolved long-standing confusion. In another, adding employer-specific terms for employee or payroll numbers helped people recognise what was being asked for. 

As Hannah from Movement put it, these learnings offer a chance to rethink how unions build momentum at every level. They also show that when user-needs drive digital choices, recruitment doesn’t just increase; it becomes easier, faster and more rewarding for organisers and members alike.

From firefighting to future planning

In a context where organising is often reactive; fighting cuts, countering legislation or preparing for ballots, the temptation is always to put your head down and get on with the job. But the webinar reminded us that if we zoom out a bit, can simplify and speed up the systems that underpin our work. Smart, incremental changes to digital systems are simple to implement, and could reap massive rewards..

By adopting tools like the Organiser Dashboard and rethinking member journeys, unions can do more than fix forms. You can empower organisers, reduce admin, and start building a foundation for growth that is fit for the next generation of workers.

In short, digital transformation is not a nice-to-have. It is the front line of modern organising.

One of the pledges from Labour in this year’s election is that they’ll repeal the Trade Union Act brought in by the Conservatives in 2016. This would generate some significant change for working people, it means that trade unions wouldn’t require a minimum 50% response to ballots in order to go on strike, it would mean they won’t need to give 14 days notice to employers, and maybe most significantly it would mean employers can’t draft in agency workers when their full-time employees do go on strike. Agency workers who themselves are often paid very little for their gig work. But what it will also crucially mean is the opportunity for online, electronic balloting. 

Why electronic balloting is important

So far, trade union balloting for any picketing, strike action or any action short of a strike, such as refusing overtime in the UK must be done on physical paper, usually via the post. This creates a number of problems be it the delay in getting the ballot out to people, collecting the ballots or having to count the votes, often by hand. A slow and labour intensive task. 

The knock on effect of this process is that many don’t end up voting, many votes are lost and it slows down the attempts of industrial action, usually at a cost to the individual employee. This is where electronic balloting is so important. This allows for the clean, instant send out of ballots, straight to employee inboxes, it means that employees can vote within a few minutes of the send out and these votes can automatically be captured and aggregated inside a day. When everything else in the world is electronic, it feels as though the postal method is set up as a hindrance to working people and trade unions. We need electronic balloting. 

Movement is electronic ballot ready

Already the nexus for trade union comms, we’ve empowered some of the biggest unions in the country to mobilise using SMS, phones, email, and WhatsApp. With Movement, trade unions can ballot directly through the platform and collect the data in our secure, easy-to-use analytics platform. 

With the teachers strikes of last year we helped the NEU organise for better pay for teachers who were already overworked after Covid and struggling with a lack of funding for their classrooms. We’ve helped Prospect update their tech stack and we’ve helped UNISON win with our peer-to-peer messaging via SMS. Our tech is ready for the dawn of electronic balloting, and so too should trade unions. 

The post-election landscape

While the election is a busy time for us at Movement, with numerous groups campaigning and mobilising, we still keep the post-election landscape firmly in focus. Once this election is run, trade unions and NGOs will have to work with whichever government comes to power and that will mean sense-checking with members and vocalising their needs. 

We’re already ensuring clients have the right tech in place to stay on top of members' needs as the landscape changes. Whether that’s with a renewed Tory party who defy the bookies and continue with the Trade Union Act, or with the more likely looking Labour party who’re open to more engaged discourse with trade unions - trade unions and anyone else pushing for change will need to stay mobile and keep discussions with members going. 

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Get ready for electronic balloting

In all likelihood electronic balloting is going to happen, and as a campaigning organisation it's important you’re ready for it. In this instance it’s not so much about modernising as being ready for something long overdue. If you want to discuss setting up for electronic balloting, or any other mobilisation tech, then feel free to book a chat with us below: 

 Book a call and see how we can help you mobilise across email, phones, SMS and WhatsApp

Data is a key component of any successful campaign. Knowing what channels are performing best helps you reach the right audience and understanding what activity drives the most engagement helps you to double down on what cuts through the noise. As campaigns become increasingly data-driven, the effective management of audience information has never been more critical. Campaigners need to ensure their data is not only accurate but also strategically organised. Here are six essential steps to help parties tidy their campaign data and enhance their electoral strategies.

1. Clear the clutter

The first step toward effective data management is decluttering. Campaign teams should prioritise the organisation of their data repositories, ensuring that only relevant and up-to-date information is stored. Streamlined databases not only reduce the risk of errors but also enhance the efficiency of targeting efforts.

2. Invest in data cleansing

Data integrity is paramount. Campaigners should commit to regular data cleansing processes, which involve identifying and removing duplicates, inaccuracies, and outdated records. By doing so, they can maintain audience profiles that are both reliable and actionable. And think about it, the less duplicates you have, or irrelevant pieces of information, the faster and more effective your team can be.

3. Segment with precision

Targeted messaging is key to a successful campaign. By segmenting your audiences into distinct groups based on demographics, interests, and behaviours, you can tailor your communications more effectively. Precision in segmentation allows for more nuanced and resonant engagement with audience members.

4. Prioritise data security

In an age where data breaches are all too common, safeguarding sensitive information must be a top priority. Robust encryption protocols and strict access controls are essential to protect the privacy of constituents. Campaigns that prioritise data security will not only comply with legal requirements but also build trust with their following.

5. Analyse for insights

Data should not only be stored but also actively analysed. Advanced analytics tools (like Movement’s!) can help campaign teams extract valuable insights from their data, uncovering trends, audience preferences, and potential areas for optimisation. Informed decision-making, driven by data insights, can be a game-changer in the competitive arena of political campaigns.

6. Foster collaboration across teams

Consistency is crucial in any campaign. By fostering collaboration between different campaign teams, organisations can ensure that their data remains consistent across all channels. A unified approach to data management can significantly improve the overall effectiveness of a campaign.

As the campaigning landscape continues to evolve, the importance of well-managed campaign data cannot be overstated. By adopting these six strategies, you can enhance your data management practices, leading to more effective campaigns and, ultimately, success.

 If you’d like to see how Movement helps you manage campaign data and optimise your channels then book a demo and we’ll be in touch

At Movement we take pride in serving a diverse range of organisations, each with completely unique needs and goals. Customers could have a decentralised membership structure with individual decisions being made at grassroots level, or members might use WhatsApp more than they use email. Whatever the situation, we work to ensure Movement benefits everyone. Our commitment to facilitating meaningful change extends to trade unions, not-for-profits, and political parties. Here we take a look at how Movement supports each of these groups to success. 

1. Empowering trade unions

Trade unions play a pivotal role in advocating for workers' rights and improving labour conditions across all industries. At Movement, we empower unions by giving them the en masse communication tools and data they need to win. Our comprehensive suite of tools and services is tailored to address the specific challenges faced by trade unions when communicating, including:

Membership engagement

We’ve helped unions like The National Education Union mobilise members through the power of mobile to successfully fight pension cuts and get a pay increase for their members. Our solutions enhance member engagement and foster a sense of community with interactive WhatsApp and SMS messaging. From phone banking to targeted email templates, we empower unions to connect with their members effectively ahead of key campaigns. 

Optional distributed organising

Movement allows for distributed organising, meaning that if preferred, teams at every level can access the tools and data they need to be effective. If it suits your setup you can choose distributed organising so you don’t need to be at head office or in a call centre to send communications, and our analytics means everyone can see the effectiveness of those calls and emails. 

Top level security and GDPR

While our data is accessible to your teams it’s also secure. Movement is designed with data security at its core, making GDPR compliance simple. All data is encrypted and stored in the UK or EU and users only see the data they need, when they need it.

2. Amplifying the impact of not-for-profit organisations

Not-for-profit organisations play a crucial role in addressing social, environmental, and humanitarian challenges around the world. At Movement we’re dedicated to supporting these not-for-profits in their work through tailored solutions such as:

Keep connections Local

No need to run 20 campaigns to keep conversations local. Match volunteers to members based on region, branch or workplace within a single campaign.

Drive advocacy

Over the years we’ve collaborated closely with a range of not-for-profits to develop successful advocacy campaigns. We’ve had recent success with LGBTQ+ rights group All Out, helping them mobilise members in the UK to reach out to their communities through WhatsApp, which has proven to be vastly more effective than traditional email. Our communication tools for WhatsApp and email in particular help create strong networks and a sense of belonging for members.  

No more patchwork of tools

The usual situation when not-for-profits come to us is that they’re using a range of outdated tools and spreadsheets to keep track of activity and save content. Movement brings all of your comms together into one place and helps you keep tabs with our easy-to-use analytics. 

3. Supporting political parties in driving change

Progressive political parties help drive public policy for the better. We partner with a number of parties to support their efforts in mobilising supporters, communicating their message, and winning elections. Our services for political parties include:

Immediate campaign support

Whether it’s immediate phone banking support during an election campaign or longer term advocacy building through email, our tools help political parties galvanise their voters to victory. We work closely with parties to develop comprehensive comms systems that resonate with voters and drive electoral success. 

Drive engagement

Parties can create personalised messaging for their members based on their data. Whether members engaged in polls and votes before or have newly joined, parties can create a personalised connection for everyone. For the Swedish Socialist Democratic party we’ve seen increased engagement and an uptick in calls as a result of Movement's email and phone banking. In an era of digital politics, we’ve helped political parties leverage technology properly  to engage supporters, mobilise volunteers, and fundraise effectively. Our digital marketing expertise and cutting-edge tools enable parties to reach voters across multiple channels and platforms.

Data analytics

Data-driven decision-making is essential for political parties to understand voter behaviour and optimise campaign efforts. Our data analytics empower parties to gather actionable insights, target key demographics, and measure the impact of their outreach activities.

So in all, we’re proud to serve a diverse set of people and groups that comprise trade unions, not-for-profits, and political parties. By providing tailored solutions we empower progressive groups to drive positive change and create real connections with their following.

Stay up to date with what progressive campaigns are doing all around the world. Hit the button below to receive our newsletter, once a month, straight into your inbox.

In a move set to revolutionise the charity sector, the government has accepted an amendment to email marketing rules that could increase annual donations to charities by an estimated £290 million. This is a big move for our sector, where we’re already grappling with soaring demand and tightening budgets, this change could provide a much-needed boost.

The amendment, introduced as part of the Data (Use and Access) Bill, addresses a long-standing inequity in how organisations are allowed to communicate with their audiences. Until now, charities were bound by stricter consent rules than their commercial counterparts. This change is being celebrated as a victory for fairness and common sense, promising to level the playing field between non-profits and businesses in their ability to engage supporters.

At Movement we’re a bit of a nerd for email marketing and any other comms channel for campaigners, so we’re ready to help navigate clients and friends through the new soft opt-in option should it come into play after February.

The case for soft opt-In

For years, businesses have been able to use “soft opt-in” rules to send electronic marketing communications to customers without their explicit prior consent. Under these rules, if a person’s contact details were collected during the sale of a product or service, businesses could follow up with promotional emails.

Charities, however, were excluded from this provision. They were required to obtain explicit consent at the point of data collection—a process that, while well-intentioned, often resulted in lost opportunities to build lasting relationships with donors.

The Data & Marketing Association (DMA), a leading voice for the sector, had long campaigned for this disparity to be addressed. In a letter to science secretary Peter Kyle, the DMA called for changes to the bill, arguing that charities should be granted the same privileges as businesses when it comes to contacting their supporters.

The previous Conservative government introduced a similar proposal in an earlier version of the bill, but it was shelved when the legislation failed to progress before the general election. Now, thanks to an amendment proposed by Liberal Democrat peer Lord Clement-Jones, the clause has been reinstated.

A win for the sector

Lord Clement-Jones made a compelling case for the amendment, stating:
“This amendment seeks to enable charities to communicate to donors in the same way that businesses have been able to communicate to customers since 2003. The clause intends to help facilitate greater fundraising and support the work charities do for society.”

The amendment has been met with widespread praise from within the charity sector. The DMA described the decision as a “significant step forward” in empowering charities to strengthen their relationships with supporters and innovate their marketing strategies.

In a statement, the DMA emphasised the importance of this change in the current climate:
“By extending this measure—currently available only for commercial messages—the government has shown it is willing to listen to charities and act to unlock more fundraising opportunities. In a time of consistent challenges for charities, this is important.”

Level playing field with businesses

The Chartered Institute of Fundraising (CIoF) has also welcomed the amendment, which it sees as a long-overdue recognition of the vital role charities play in society. Claire Stanley, director of policy and communications at the CIoF, highlighted the significance of the change:

“We are delighted to hear that the soft opt-in to email marketing will be extended to charities as part of the Data Use and Access Bill. This is something we have been calling for on behalf of our members for some time.

“It’s a significant win for the sector and will finally put charities on a level playing field with commercial organisations, which have benefitted from soft opt-in since the introduction of the Privacy and Electronic Communications Regulations back in 2003.”

Stanley also noted the government’s willingness to listen to the sector and respond to its needs during a challenging time:

“Crucially, it’s shown a willingness from the government to listen to the sector at a time when it is facing multiple challenges to deliver services amid rocketing demand. We are looking forward to working with government on this and will keep our members updated on the next steps.”

Looking ahead

The Data (Use and Access) Bill, which includes the soft opt-in amendment, is nearing the final stages of its journey through Parliament. After being debated in the House of Lords, the bill is set to proceed to the House of Commons in February.

The DMA has expressed optimism about the bill’s progress, anticipating a “swift passage” through the Commons. If enacted, the legislation will mark a turning point for charities, unlocking new avenues for fundraising and community engagement.

A catalyst for innovation

The implications of this amendment extend far beyond the financial boost it promises to deliver. By enabling charities to adopt the same marketing strategies as businesses, the change could usher in a new era of innovation within the sector.

With the ability to communicate more freely with donors, charities will be better positioned to reach new communities, share their stories, and push for action to be taken. At a time when public support is more critical than ever, this amendment represents an invaluable opportunity to strengthen the sector’s resilience and reach.

 If you’d like support navigating this change in policy or any other help in growing support for your cause then get in touch with us.

 Your new tool for the field

Organising has undoubtedly become harder in recent years; just as it’s become ever more necessary. Reps, organisers and campaigners are overburdened, grass-roots organisations are underfunded. And while digital tools are  transforming everything from banking to grocery shopping, many organisers are still stuck with clipboards, spreadsheets and their memory.

That’s where our new Organiser Dashboard comes in.

Launched in collaboration with organisers and battle tested through recent real-life campaigns; this tool is built to solve a basic but stubborn problem: how do you keep track of meaningful conversations in the workplace, at the door or over the phone when you’re trying to move people to take action?

The answer, it turns out, is deceptively simple; a tool that makes it easier to record, respond, and act on those conversations.

 A dashboard for the front line

At its core, the Organiser Dashboard is a tablet and mobile-friendly tool that gives organisers a single place to log and manage field conversations. Whether it’s a chat at the school gates or in the staff room, a knock at a supporter’s door, or a phone call during a ballot campaign, it helps ensure that no contact is forgotten; and no organiser is left unsupported.

By stripping away the effort of entering data by hand, the unread notes and hard-to-share spreadsheets, it frees up time for what matters most: conversations that build power. This data is then stored in one centralised database on Movement, accessible to all those who need it.

As Movement’s team explained:

“We wanted to take the legwork out of organising; so organisers have more time to do what they do best: talk to workers and bring them together.”

 Building momentum not admin

What makes this tool different isn’t just the design; it’s the intent behind it. Modern organising isn’t just about mass mobilisation; it’s about sustained engagement, often with stretched resources and fragmented systems.

From ballot turnout tracking to new rep recruitment, the dashboard allows organisers to:

• Filter and follow up with members in seconds
• Coordinate national campaigns across regions
• Trigger communications based on real-world data and conversations
• Integrate with existing CRM or membership systems

And perhaps most importantly, it lets organisers stop relying on memory; or messy handovers. “No more guesswork. No more lost notes. Just clarity,” as one local government activist described it during the webinar.

A shared challenge ahead

As campaigners face a moment of political transition; with the pressures of the past decade still fresh and new threats looming; the question of how we organise has never been more urgent. Our dashboard doesn’t claim to solve every problem; but it offers a tool built with the reality of the work in mind.

Whether you're campaigning in a care home or coordinating a strike vote across hundreds of schools, it’s a step towards smarter, more connected organising.

There are no silver bullets; but there are better ways of working. This is one of them.

 If you’re keen to know more about how the Organiser Dashboard can help campaigners at national and local levels or want to know more about how Movement can help book a call below:

     Get started  

 In an age where effective communication can make or break campaigns, SMS 2.0, or Rich Communication Services (RCS) is emerging as a powerful tool for progressive organisations. From trade unions mobilising workers to NGOs raising awareness, RCS offers a smarter, more impactful way to connect with people. Movement provides the tools to make the most of this technology, enabling campaigners to engage, organise, and inspire like never before.

What is RCS and why does it matter?

RCS is the evolution of the humble text message, transforming SMS into a dynamic, interactive platform. It enables multimedia messaging with features like images, videos, carousels, and buttons for instant responses – all within a single conversation. Think of it as a messaging app that works on nearly every modern smartphone, without needing third-party downloads.

For progressive groups, this means you can deliver visually compelling calls to action, provide instant access to resources, and foster real-time engagement with your audience, all while ensuring your message cuts through the noise.

The benefits of RCS for progressive causes

RCS isn’t just a technical upgrade – it’s a tool for meaningful connection. Here’s how it can empower movements for change:

1. Mobilising action at scale
   Imagine a trade union sending out a beautifully designed, branded message urging workers to attend a strike rally, complete with a map of the meeting point and buttons to RSVP. RCS can make this a reality, turning a simple notification into an interactive experience.
2. Building trust and authenticity
   With verified sender IDs and consistent branding, RCS ensures recipients know the message is from a legitimate source. For NGOs battling misinformation, this is invaluable. Whether you’re running a climate justice campaign or providing crisis support, trust is paramount.
3. Enhancing inclusivity and access
   Many campaigners face challenges in reaching audiences across platforms. RCS bridges the gap by working directly with the native messaging apps on most smartphones. For progressive political parties, this means reaching constituents who may not use mainstream apps like WhatsApp or Facebook Messenger.
4. Driving engagement through multimedia
   Picture a campaign to end housing inequality using RCS to share a video of affected families, followed by quick-reply buttons to contact local MPs or sign a petition. It’s a way to make complex issues tangible and spur immediate action.
5. Streamlining organisational logistics
   From event reminders to resource distribution, RCS enables progressive groups to manage logistics with ease. A grassroots organisation, for instance, could send a message with links to downloadable flyers, social media assets, and live updates about a protest.

How Movement makes it simple

RCS’s potential can seem overwhelming, but Movement’s tools make it accessible to everyone. Their platform enables organisations to design and deploy RCS messages with minimal technical expertise, ensuring progressive groups can focus on their mission rather than technology.

Key features include:

• Drag-and-drop message creation to build visually impactful content
• Integration with existing databases for personalised outreach
• Real-time analytics to measure effectiveness and fine-tune campaigns
• Scalability to support everything from local campaigns to global movements

Whether it’s a union strike ballot, an NGO fundraising drive, or a political call to action, Movement ensures your message is delivered powerfully and effectively.

Why progressive organisations should embrace RCS now

RCS is not just a tool for the future – it’s here and ready to be used. In a landscape dominated by misinformation, short attention spans, and digital overload, RCS offers a way to cut through and create genuine impact.

For campaigners, trade unions, NGOs, and progressive political parties, RCS is a game-changer. It’s a means of reaching people where they are, with content that compels them to act. With Movement’s support, progressive organisations can take full advantage of this technology to amplify their voice and create real change.

A call to action for progressives

If you’re working to build a fairer, more equitable world, the tools you use matter. RCS messaging offers an opportunity to rethink how we connect, mobilise, and inspire. By embracing this technology, and the tools Movement provides, progressive organisations can stay ahead in the fight for justice, equality, and sustainability.

Now is the time to harness the potential of RCS. The change we need depends on how we communicate – and RCS ensures that communication is more powerful than ever.

 If you’d like to talk to us about harnessing the power of RCS (or SMS 2.0 as we sometimes call it) then book a call bellow and we’ll be in touch:

     Book a call