I’ve worked with a lot of clients over the years, but unions are definitely one of the latest adopters to digital communications/marketing. It’s a huge opportunity for any organization but especially important considering their declining membership and poor public perception.

I think the culture at unions is a big sticking point, with leadership used to print/TV and not willing to even try digital methods with a low associated cost. It’s becoming more and more frustrating as these traditional methods are proved ineffective while digital keeps getting better. Plus, they have so many case studies to look at such as NDP fundraising/outreach this election, Bernie Sanders’ campaign, the work some unions are doing in the states around the Verizon strike, etc.

Like government or any public role, the first step is hiring (or contracting) trusted people who embrace change and then experimenting slowly to improve comfort levels. But it’s definitely an uphill climb!