Determining Member Needs & Member Attitudes Toward The Union
Times are challenging for membership organizations. The recessionary economy and the political attacks on unions provide even greater challenges than unions faced in the previous three decades. Even against such tall odds, effective unions are finding ways to succeed. We help unions determine what their members (and non-members) need and how the union can move forward to meet these needs. A relevant message as part of a coherent communication strategy is always key to these efforts. However, organizations too easily fall back on the excuse that the communication challenge provides. We help organizations dig deep into the source of the challenge and provide them with the strategic plan for how to muster all of their resources (technological, organizational, political, and communication) to drive their membership forward. This forward progress can be toward a major goal (i.e., election) or a smaller goal (i.e., legislative policy outcome).