Cutting Through the Noise–Communicate Better with Members

The overwhelming amount of information created by today’s technology has made effective communication more crucial than ever, especially for union leaders. 

The challenge is cutting through the noise to ensure critical information reaches your union members. Let's explore how strategies like SMS alerts, targeted emails, and member-only resources help communication within unions.

Embrace SMS Alerts for Immediate Communication

In an age where almost everyone has a mobile phone, SMS alerts stand out as a powerful tool for immediate communication. According to a study by OpenMarket, SMS messages have an incredible 98% open rate, and 95% are read within 3 minutes of delivery¹. This ability to reach members quickly can help union leaders when sharing urgent information.

Tips for Effective SMS Communication:

• Keep it Short and Sweet: SMS messages should be concise, focusing on the key message you want to convey.
• Timing is Key: Send messages at appropriate times to ensure they are seen and read. The best time is generally considered to be noon, with 2:00 p.m. a secondary option².
• Personalize When Possible: Personalized messages can increase engagement and show members that their union understands them.
  
  

Targeted Emails for Detailed Communication

While SMS is great for brief updates, emails are better suited for detailed communication. When sending emails, you'll want to ensure your emails reach inboxes, are opened by members, and have the effect you planned.

Crafting Effective Targeted Emails:

• Double-Check Your List: Keeping an updated and accurate list of member emails is essential to ensure you aren't emailing the wrong addresses and being marked as spam. This will result in emails from your union going straight to your member’s spam folder and most likely not being seen.
• Clear and Compelling Subject Lines: Your subject line should grab attention and give a clear idea of the email's content.
• Include a Call to Action: Encourage members to engage further, whether it's attending a meeting, voting on a decision, or providing feedback.
  
  

Leveraging Member-Only Resources

A blog or other digital information center can be a hub for information sharing and tips to help members. According to a report by Pew Research Center, forums and online communities can significantly enhance engagement and share valuable resources.

Best Practices for Member-Only Resources:

• Encourage Active Participation: Regularly post updates and encourage members to share their thoughts and experiences.
• Provide Exclusive Content: Offer content members can’t find elsewhere to add value to the blog or forum.

Integrating Communication Strategies

Another key to effective communication is not just about using these tools in isolation but bringing them together as one communication strategy.

Integration Tips:

• Cross-Platform Promotion: Use emails to remind members about the blog or send SMS alerts about email communications.
• Consistent Messaging Across Platforms: Ensure your message is consistent across SMS, email, and forums to avoid confusion and build your union’s voice.
• Use Feedback: Encourage feedback on your communication methods and be willing to adapt based on member preferences.

Effective communication for union leaders is about choosing the right tools and strategies to reach your audience. By combining the speed of SMS alerts, the detail of email, and the utility of member-only resources, you can ensure that your critical messages reach your members. 

Keep these key takeaways in mind as you move forward with your union’s communications:

• Identify what is most important and relevant to your members. This ensures that critical information is not lost in the flood of less important communications.
• Choose the right platforms and tools to reach your members most effectively.
• Avoid overwhelming your members with too much information in a single message.

If your union struggles to manage how it communicates with members, Member Resources is here to help. We leverage tools to reach your members and help craft content that your members will notice and find beneficial.

Communication tools are a part of both our Union Legal and Personal Protection Plan and our Member Engagement System.

Learn more on our website or get in touch.

¹ 31+ SMS Marketing Statistics To Convince Anyone To Use Text Message Marketing from Roezan
² What 10 Studies Say About the Best Time to Send SMS Blasts in 2023 by Lily Norton

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