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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 Instead, they rely on assumptions, often outdated, about how people navigate online spaces.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