By Unions21 | 2 min
In part one of our three-part blog series, we looked at the role of digital organiser and what it means to unions. In this second part, Paddy Cole, digital organiser at SIPTU, spoke to Unions21 about the importance of data to trade unions
This interview is also available as a video.
Data often gets a bad name. It’s often associated with corporate surveillance or seen as disconnected from values-led organising. But used properly, data is a powerful tool for trade unions to deliver democracy, drive action and build stronger relationships with members.
At SIPTU the approach can vary from a five-question Microsoft Form or a deep-dive SurveyMonkey campaign; either way it produces vital data on what matters to members – and non-members – in real time.
From information to action
The data that’s collected is used to support campaigns, inform local appraoches and shape real-world conversations. You won’t sign someone up purely through an image on social media. You have to follow up, have the call, make the connection.
But without good data, you don’t know who to call.
That’s why SIPTU tracks who opens emails, who completes surveys, who joins webinars and from there, they equip organisers to have targeted, meaningful outreach. This approach helped them convert 50% of new leads in a pharmaceutical sector campaign – people they otherwise wouldn’t have reached.
Digital enables, democracy delivers
Critically, digital tools also support a deeper form of union democracy. I know some union leaders might fear the accountability digital brings, but the opportunity is greater than the threat. When members are seen, heard and engaged more regularly, unions become stronger and more responsive.
It’s the digital whites of people’s eyes – a way to build the kind of trust and visibility that used to happen in person, and now also happens online. In the final part of this three-blog series, we explore how going digital can help when your resources are stretched.
Unions21’s new report on how union jobs are transforming is available to download: Building the jobs for tomorrow’s unions.
