Mobilize the Workforce: How You Can Use Calling for Unions

Union organizing has entered a new era, and ‘calling for unions’ is at the center of winning strategies. 

The 2021–2022 Amazon union drive in Alabama and Staten Island set a recent example. Phone outreach efforts were coordinated by teams of over 20 experienced organizers from different unions. 

This approach helped the union to counter Amazon’s anti-union messages, answer workers’ questions directly, and build enough trust to bring the effort to a national stage. 

This strategy echoes the remarkable success of the Culinary Workers Union in Las Vegas during the 1990s and early 2000s. By combining robust phone banking with personal outreach, the union represents roughly 90% of major casino jobs. 

Both cases show that ‘calling for unions’ can unite and mobilize workers when it matters most. Read on to learn how phone banking through digital outreach platforms like CallHub can transform your union’s mobilization efforts.

What is ‘Calling for Unions’?

Calling for unions refers to the strategic use of phone calls to communicate with union members, prospects, and the broader community, with personalized outreach yielding higher engagement and successful union initiatives.

Key Result: Global studies show union calling boosts recruitment, event participation, petition signatures, and advocacy impact compared to digital-only channels.

Unions are all about the collective power of members. To be successful, you must make them feel valued, heard, and empowered. This can include everything from legal representation and financial assistance to education and training programs. And they all require a reliable way to connect quickly.

Why is calling essential for Unions

• Direct connection: Phone calls create personal relationships and foster a sense of community among union members.
• Scalable outreach: Tools enable hundreds or thousands of calls per day, allowing for rapid reach of large audiences.
• Personalization at scale: In a 2020 survey by Salesforce, 79% of high-performing organizations cited ‘personalized outreach’ as vital for surpassing their goals.
• Human touch: 74% of people desire more human interaction when dealing with organizations.
• Effective communication: Nonverbal cues (tone, pacing) account for up to 93% of impact in conversations.

Beyond this, calling is critical because it is a ‘full-funnel engagement’. From recruitment to emergency notifications, calling covers every phase of union interaction.

Speaking of those phases, we shall now explore each phase below and how a calling campaign helps boost union efforts during those phases.

Membership recruitment

Personalized phone outreach outperforms most other methods in engaging and converting new union members. Research indicates that it is crucial for unions to prioritize recruiting new members, particularly younger ones. 

A large membership base allows you to negotiate better contracts, offer more comprehensive benefits, and provide a stronger voice for workers.

• Personalized conversations: Calls humanize your union one-on-one. They let you have meaningful conversations, answer questions, and address specific concerns.
• Targeted campaigns: Segment contacts by industry for higher relevance. For example, if your union represents healthcare workers, run a calling campaign targeting hospitals and clinics you are considering.
• Follow-up matters: After an event, calling prospects increases conversion rates. Use calling to remind individuals about the benefits of union membership as an extra nudge to join.

Organizing and mobilizing members

Active membership fuels effective collective bargaining and advocacy. Informed members: 

• Negotiate better working conditions, 
• Advocate for policies that benefit workers, and 
• Successfully fight back against threats to your union’s collective bargaining rights.

How can you use calling to organize and mobilize members?

• Event promotion: Phone calls can resolve doubts and allow you to share information without delays – two crucial aspects of getting someone to attend an event, which is a high-stakes ask.
• Volunteer recruitment: Personally reach out to members and ask for their help in tapping into their passion and commitment, thereby building a strong network of volunteers.
• Issue advocacy: Mobilize members around specific issues or policies. Educate them about the issues, ask them to take action (such as contacting their elected officials), and monitor their progress.
• Community survey: Gather feedback and input from members to make more informed decisions and better represent their interests. 

Survey members on particular issues to ensure: 

• You are responsive to their needs and concerns, and 
• You can more effectively advocate on their behalf.

Pro-tip: It is critical to never sound uninformed about the views of the members you are mobilizing. Ensure that you segment the member list by their involvement level, always call with a clear script, and consistently follow up to gather feedback.

Gathering signatures for petitions 

Phone outreach is proven to boost petition signature rates compared to email alone. And calling is a great way to convert conversations into signatures, as speaking with someone is the most effective way to persuade them of your cause. But before you call, keep the following things in mind: 

• Pre-identify calling lists: Prioritize calling those most likely to sign or share and call them first. Often, reluctant members can be persuaded to support the petition if it has garnered many signatures.
• Script with a purpose: Develop a branching script that clearly covers all major talking points and several possible questions the contact may have about the petition.
• Train your callers effectively: Spend time training those making the calls first. They need to be cool, confident, and know how to use the calling software intimately. 
• Persistence pays: After the initial call, follow up with individuals who have expressed interest in signing the petition but have not yet done so.

Pro tip: Use a preview dialer when requesting signatures (or donations, etc.). The ability to see a contact’s previous choices and history makes your callers much more confident about how to approach the call.  

Read also: Know Who You’re Calling with Preview Dialer

Lobbying for change

Coordinated calls demonstrate union unity to policymakers and influence public policy. Specifically connecting union members directly with policymakers or their representatives is a powerful way to influence policy. 

Unions have a long history of fighting for workers’ rights, from securing the eight-hour workday to advocating for workplace safety regulations.

Clearly, unions can influence political decisions that impact working conditions, wages, benefits, and other aspects of workers’ lives. For example, a union representing healthcare workers may support a candidate who champions universal healthcare, and a union representing teachers may advocate for increased education funding.

After all, who can ignore thousands of phone calls? 

You can do this using ‘Patch-through calling’, a service provided by digital outreach platforms like Callhub. 

This tool allows you to speak to union members, convince them of your cause, and then directly connect them to their representatives through the click of a button. 

Patch-through calling: Find out how you can run this easy-to-use powerful tool

Further, you can also use phone banks for: 

• Voter education and mobilization: Educate your members about upcoming elections and the candidates running for office. This is an opportunity to discuss your position on issues that are important to your members.
• Fundraising: Make calls to ask for donations, allowing you to raise money from union members to support your lobbying efforts or for candidates who share your causes. 
• Use robocalls to alert members of important legislative developments and political events, such as rallies or marches, and encourage them to call their elected officials.

Using calling for unions for event promotion

According to a survey, almost one-third of marketers consider event marketing to be the most powerful tool at their disposal.

Organizing events such as rallies, meetings, and conferences is an important part of advocacy efforts. Promoting them effectively is essential for maximum attendance and participation. 

Events provide opportunities to 

• Raise funds, 
• Recruit new members, 
• Build partnerships with other organizations, 
• Increase visibility, 
• Mobilize members, and 
• Spread your message to a broader audience. 

How can you use calling to promote your events?

1. Segment the calling list based on the interests and demographics of the individuals being contacted. For instance, if you’re promoting an event about workplace safety, segment the calling list based on occupation and location. Prioritize calling members who work in high-risk industries such as construction or manufacturing and those who live in areas with higher rates of workplace accidents. 
2. Engage with members and potential attendees beyond just promoting the event. Have conversations about the issues the event addresses to build relationships with individuals and encourage them to attend. Address any questions or concerns they may have. This can lead to increased participation and support for future events and initiatives.

Surveys and polling

The National Education Association (NEA) conducts annual surveys of its members to determine their opinions on various education-related issues. The survey results are then used to inform the NEA’s advocacy efforts and develop policies that better serve the needs of their members. Similarly, the United Food and Commercial Workers (UFCW) union used polling to gauge public support for increasing the minimum wage, which helped them successfully lobby for minimum wage increases in several states.

Surveys and polling help you understand your members’ opinions and needs on various issues. This feedback can inform your advocacy efforts, help you make informed decisions, and ultimately strengthen your bargaining power.

How can you use calling for surveys and polling?

1. Understand the concerns of your members and identify the issues that are most important to them. Ask follow-up questions to clarify their answers or gather additional information. This can help you prioritize your efforts and develop targeted campaigns that are more likely to resonate with your members.
2. Gauge public opinion on key issues related to your industries or the broader labor movement. Conduct regular polls to identify trends and shifts in public sentiment and adjust your messaging and strategies accordingly. This can help you identify potential allies and supporters and stay relevant in a rapidly changing political and social landscape.
3. Mobilize members and supporters around specific issues. Use survey results to craft compelling messages and calls to action. Encourage your members to get involved in advocacy efforts, attend rallies, and contact their elected officials. This can help you build momentum and persuade decision-makers to take action on issues that are important to your members.

Negotiations using calling for unions

Studies have shown that, on average, unionized workers receive about 20% higher wages and enjoy a 28% increase in total compensation, which includes both wages and benefits.  

Negotiations are crucial for unions to protect the interests and welfare of members. They ensure workers have a voice in the workplace and earn fair compensation and benefits for their work.

How can you use calling for negotiations?

1. Encourage members to participate in collective bargaining efforts to demonstrate the strength and solidarity of your membership base. Keep them informed and engaged, mobilizing support when needed. This can create a sense of urgency for employers to come to the bargaining table and negotiate in good faith.
2. Gather feedback and input from members on their bargaining priorities and concerns. Use this information to craft proposals that accurately reflect the needs and desires of the membership.
3. Mobilize members for actions such as strikes or picketing. Communicate the goals and demands of the union to inspire your members to take action and show their support for their bargaining team.

Read Next: Types of Unions and The Most Popular Union Organizing Strategies

Community outreach

Unions that actively engage in community outreach 

• Have higher levels of member participation,
• Have increased visibility in the community, and
• Are more likely to win public support, which can translate into greater bargaining power and more favorable labor policies.

Engaging in community outreach helps you establish trust and advocate for your members and the broader community. This can result in increased membership and greater public awareness of your activities.

How can you utilize phone calls for community outreach?

1. Educate potential members about the benefits of union membership and ask for their support on important issues. 
2. Mobilize members and supporters for rallies, demonstrations, and other events. 
3. Make personal connections by sharing your stories to build support for your cause and gain new members. 

For more on union organizing, read: How to Organize a Union and Other FAQs You Always Had

Emergency notifications

Emergency situations can arise at any time, and it’s essential to have a reliable and efficient method of communicating with your members during these critical times. You need to quickly inform your members of any potential dangers and how to respond. 

1. Utilizing phone calls for emergency notifications ensures your members receive critical information on time, potentially saving lives and reducing the impact of a crisis.
2. Using phone calls has been proven to be effective in a variety of real-life situations. For example, during Hurricane Katrina, the American Federation of Teachers used phone calls to notify members of school closures, evacuation routes, and available resources.

How can you use calling for emergency notifications?

1. Communicate important information and instructions to your members in case of an urgent situation such as a strike, a natural disaster, or a sudden change in the workplace. 
2. Inform and prepare your members to take necessary actions, such as showing up at a picket line or evacuating a building. 
3. Gather important information from your members, such as their whereabouts and safety status during an emergency. This information can help you coordinate relief efforts and provide assistance where needed.

Calling for unions: Laws 

Calling is a powerful tool for organizing and mobilizing workers, but it is important to understand the laws that govern this. Let’s discuss the key laws that apply to calling for unions.

Do Not Call Laws

The National Do Not Call Registry, which is managed by the Federal Trade Commission (FTC) in the United States, allows consumers to opt out of telemarketing calls from businesses. However, these laws do not apply to non-profit organizations, including unions.

Despite this exemption, it’s important to be aware of the Do Not Call laws and to respect the wishes of those who have opted out of your communications. Maintain accurate and up-to-date call lists to avoid calling individuals who have requested not to be contacted.

Consent

You must have the permission of the person you’re calling before you can talk to them. Failure to do so can result in legal consequences, including fines and lawsuits.

One of the most well-known laws regarding consent for phone calls is the Telephone Consumer Protection Act (TCPA). This requires organizations to obtain prior express written consent before making calls for telemarketing purposes. While the TCPA does not apply to calls made for union activities, it is a good practice to obtain consent from those you are calling.

To avoid legal issues, obtain proper consent before calling individuals who are not members of the union. Ensure the consent is clear and unambiguous, whether it is express or implied. If you must do cold outreach, use the first call to collect explicit consent for future communications. Based on your conversation, you can send a follow-up text with instructions on how the worker can opt in to your communications.

Note that consent can be withdrawn at any time by the individual. This means, if someone initially gives consent to receive calls from you, but later changes their mind, you must stop contacting them—at least via automated dialers or such software. (However, it is a good practice to stop contacting them, even from personal phones)

Prioritizing consent when making calls demonstrates a respect for individual autonomy and builds trust with potential members. 

Caller ID Requirements

With the advent of technology, it has become easy to spoof phone numbers, making it difficult for consumers to determine the actual source of the call. Caller ID requirements are regulations that mandate organizations to display their name and phone number on the recipient’s caller ID screen.

In the United States, the Federal Communications Commission (FCC) has mandated that telemarketers and businesses display accurate caller ID information. The Truth in Caller ID Act of 2009 forbids any person from transmitting misleading or inaccurate caller ID information with the intent to defraud or cause harm. Violation can lead to fines of up to $10,000 per violation.

Implementing caller ID requirements also helps you build a positive brand image and trust with your members and supporters. 

Time Restrictions

Time restrictions are in place to protect individuals from receiving unwanted calls during inconvenient hours. These restrictions can differ from state to state and prohibit calls before or after certain times of the day. It is crucial to follow these rules to avoid any legal or ethical issues while conducting outreach and communications.

According to the Federal Trade Commission (FTC), telemarketing calls are restricted to between 8 a.m. and 9 p.m. local time. 

It’s important to respect these regulations and only call members and potential members during appropriate hours. This ensures you’re in compliance with the law and shows respect for your members’ time and privacy.

Content Restrictions

While you have the right to call and engage in conversations with potential members, you must abide by certain content restrictions to ensure compliance with the law.

These restrictions vary depending on the specific context, but they typically prohibit the use of

• Deceptive or misleading information,
• Inappropriate language, and
• Tactics designed to coerce or intimidate potential members. 

Recording Calls

Recording phone calls is a common practice for many organizations, including unions. It helps in improving the quality of service and training staff. However, recording phone calls without the consent of the other party is illegal in many states. 

Most states require the consent of both parties before a call can be recorded. However, some states require only the consent of one party. It is essential to check state laws and regulations regarding call recording.

Here are the 11 states where it is illegal to record a phone call without the consent of all parties: California, Delaware, Florida, Illinois, Maryland, Massachusetts, Montana, Nevada, New Hampshire, Pennsylvania, and Washington. Violation of the law can result in hefty fines and even imprisonment. 

It is essential to inform the other party about the recording at the beginning of the call and obtain their consent. 

Calling for unions: HIPAA compliance & CallHub

HIPAA, or the Health Insurance Portability and Accountability Act, sets strict standards for handling sensitive health information and remains critically important for unions, especially those representing healthcare workers.

For unions, HIPAA ensures that any health-related information disclosed during grievance procedures, collective bargaining, or other employment-related processes is managed with confidentiality and in compliance with legal requirements. Protected health information (PHI) can only be shared when required by law or for the purpose of grievance resolution, striking a balance between worker rights and patient privacy.

Healthcare unions rely on HIPAA to protect both employees and patients, allowing for the safer reporting of grievances or workplace issues without risking the exposure of private health data.

CallHub, as a communication platform used in healthcare outreach and organizing, emphasizes HIPAA compliance across its entire system. This includes regular risk assessments, end-to-end encryption, strict access controls, and ongoing staff training to ensure all data shared through their platform remains secure and confidential.

Organizations can confidently use CallHub for secure outreach, protected texting, and union campaigns, knowing that the platform aligns with all HIPAA regulations required for healthcare communications.

Ready to improve your union’s communication game?

Calling helps you engage with your members, recruit new members, and drive your efforts. Understanding the various laws and regulations around calling ensures you are using it effectively and ethically.

But calling isn’t a one-size-fits-all solution. Each union and campaign is unique, and it’s essential to tailor your calling strategy to fit your goals and audience. Whether you’re using calling to organize a rally or persuade lawmakers to support your cause, taking a thoughtful and strategic approach can make all the difference.

Join the revolution and start calling. Learn about our calling platform for unions.

Calling for unions: Frequently Asked Questions (FAQs)

Featured image: Photo by Jakayla Toney on Unsplash

Sindhu Prabhu

A marketer with 5+ years of experience. Loves sharing insights on making campaigns work better, connecting with your audience effectively, and using smart communication strategies that deliver results.