By Unions21 | 2 min
If your resources are stretched then the benefits of going digital are even greater, Paddy Cole, digital organiser at SIPTU, tells Unions21 in the final part of his three-blog series.
This interview is also available as a video.
We’ve already looked at the role of digital organiser and how unions can use data to support their digital organising. In this final blog we will dig into why there’s a common myth that digital organising requires a large team, complex infrastructure or massive budgets. The reality is that for many smaller and specialist unions, digital tools can be an even greater asset.
If you have fewer resources, you need this more – because it helps you use what you have better. A €500 targeted campaign can bring in more leads than several weeks of full-time outreach. And for unions with just one or two organisers, those savings can be transformative.
How? Go narrow, then go deep
Smaller unions often serve more defined workforces – whether by industry, grade or geography. That’s an advantage. You can run highly focused campaigns that speak directly to the people you serve, using simple digital channels to survey members, create conversations and identify emerging leaders.
This means you are going tighter and tighter, right down to the workplace. That level of precision, paired with digital insight, means even small teams can punch far above their weight.
What you really need
The most important ingredients for a successful digital approach aren’t tech skills or expensive platforms. What’s needed is a mindset shift, away from reactive communication and toward proactive engagement.
SIPTU’s model doesn’t rely on shiny tools. It’s built on consistent practice, clear metrics and a willingness to experiment, fail and try again. In our case, this approach led to over 10,000 online signups in one year – including hundreds of non-members in just one campaign.
Unions21’s new report on how union jobs are transforming is available to download: Building the jobs for tomorrow’s unions.
