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How to increase union memberships? Unions can increase membership by leveraging targeted outreach, active member engagement, digital tools, and community-focused campaigns – all backed by clear communication and proven recruitment frameworks.
There is strong evidence that organizing activity and interest in union membership among Americans have surged since 2020.
- The number of new union petitions filed with the National Labor Relations Board increased by more than 50% between 2021 and 2022.
- Polls consistently show growing support for unions, reaching 65% approval – the highest mark in nearly fifty years.
While overall union membership rates have held steady or even dipped slightly due to broader workforce changes, the movement to unionize is the strongest it has been in decades.
Time to turn things around by increasing memberships using the power of digital outreach platforms like CallHub that provide a host of tools for various scenarios.
Before we begin, it’s essential to understand what union membership entails and who it applies to.
Definition: What Is Union Membership?
Union Membership refers to workers who pay dues and actively participate in a union, benefiting from collective bargaining, workplace advocacy, and support.
Union Representation means workers are represented by a union, but may not be paying members.
If you are wondering why a union might represent workers who are not dues-paying members, this is due to ‘right-to-work’ laws in several states. Let’s have a look at that concept briefly.
Right-to-Work laws: How to increase union memberships despite this hurdle
Right-to-Work laws in the United States allow employees to work without being required to join a union or pay union dues as a condition of employment.
As of 2025, 27 states (including Alabama, Arizona, Florida, Georgia, Texas, and Wisconsin) have enacted right-to-work laws.
In these states, unions must still represent all workers in collective bargaining, regardless of whether those workers are dues-paying members of the union.
This means unions must comply by providing services and representation, even to non-members.
These regulations make it significantly harder for unions to recruit members. Since workers can benefit from union negotiations without having to pay dues, many opt out, reducing union membership rates and overall funding.
While right-to-work laws present additional obstacles for union recruitment, unions can still succeed by adopting creative and proactive strategies. These steps must emphasize the tangible benefits of membership and foster direct communication with both new and existing workers.
A critical partner in this is the use of technology, without which modern recruitment will either be painfully slow or entirely unsuccessful.
Digital outreach platforms, such as CallHub, are a must for unions.
How to increase union memberships: Software for engagement
Unions today can reach more people than ever using digital tools.
SMS campaigns, email newsletters, and automated calls keep everyone up to date and can make signing up or renewing membership fast and simple. Online grievance systems enable confidential and streamlined reporting and sign-up.
Union recruitment software that platforms like CallHub provide includes:
- Peer-to-Peer Texting: Engage members and potential recruits with personalized SMS conversations.
- SMS Broadcasting: Send bulk text messages for event reminders, updates, and mobilization.
- Phone Banking: Conduct outbound calling campaigns to connect with members and supporters.
- Voice Broadcasts: Deliver automated voice messages to large contact lists quickly.
- Inbound Calling: Receive calls from members or volunteers directly through the platform.
- Campaign Analytics: Track campaign performance, volunteer activity, and outreach results.
- Volunteer Management: Organize and mobilize volunteers, track participation, and offer flexible communication options.
- CRM integration: Sync contacts and campaign data for efficient management and deeper insights.
- URL tracker & Shortener for SMS: Monitor click rates and engagement on shared links in text campaigns.
- Spam Label Shield: Protect Caller ID reputation for higher contact rates and real conversations.
These tools empower unions to streamline recruitment, strengthen member engagement, and coordinate leadership efforts from a single, integrated platform.
By embracing technology, unions can recruit members remotely, maintain a sense of community, and guarantee no one misses out on important updates.
With that in mind, here are proven steps that help unions grow, even in challenging environments.
5 proven ways to increase union membership
The more the number of actual members, the more collective power that a union possesses. Here are ways you can increase union memberships:
Reach new hires early
Imagine starting your career and already feeling supported. That’s a powerful first impression.
Unions can attract new members by connecting with them immediately on their first day of work, such as during orientation or onboarding sessions. This is a prime time to welcome new hires, introduce union mentors, and openly share the benefits of membership.
Pro tip: Make the sign-up process as easy as possible, preferably starting with a digital sign-up before the new worker signs actual union membership charters. Collect phone numbers and start sign-ups immediately with a text-to-join campaign.
Encourage active member participation
If you want your union to thrive, everyone has to feel involved. Hosting regular social events, team-building activities, and open forums gives members a sense of belonging.
These aren’t just fun, they’re vital for building trust and solidarity.
Pro-tip: When union leaders routinely survey members for input or feedback, every voice is heard, and members are more likely to stay active. Utilize mass texting tools to conduct regular, quick surveys.
Maintain good relations with non-members
Not everyone will join immediately. But that doesn’t mean you should miss out on building bridges. Stay friendly and approachable. Casually invite non-members to union events and let them see firsthand the power of collective action.
Stories about how the union has helped real people solve workplace issues make a strong impression. Sharing knowledge about workplace rights and responding quickly in emergencies shows that the union cares about every worker, not just members.
Pro-tip: Even small gestures, such as birthday wishes or shout-outs for work anniversaries, can help foster positive relationships. Set up automated messages scheduled for the correct date, ensuring no oversights.
Regularly share the benefits of union membership
Most people join unions for practical reasons, but it’s easy to forget all the perks without constant reminders.
Share genuine stories and testimonials across your website, social media, or directly to members’ emails and mobile phones. Create engaging videos, infographics, or posts that clearly communicate how unions improve working life. And send it all as RCS or MMS texts, nicely designed emails, or as engaging videos on social media.
Pro-tip: Train union advocates among existing members for effective peer-to-peer text outreach, since word-of-mouth among your peers is often the most persuasive method of all.
Encourage leadership at all levels
Identify enthusiastic members who can serve as union ambassadors and provide training or mentoring to develop their leadership skills.
Grassroots mentorship programs help new members feel more involved in smaller teams. These smaller leadership teams encourage direct communication, making quicker decision-making possible.
Pro-tip: Regular phonebanking and SMS campaigns make it easy to mobilize, track, and communicate with enthusiastic volunteers. Sometimes it is as simple as calling and asking members.
Unions play an essential role in advocating for workers, but recruiting new members often requires handling personal information. It’s critical that unions follow federal privacy rules, especially when health information might be involved.
HIPAA Compliance: How to increase union memberships
This section explains how unions can ensure their outreach, recruitment, and engagement efforts are fully compliant with the Health Insurance Portability and Accountability Act (HIPAA). By following these practices, unions protect member privacy and avoid costly regulatory pitfalls during their organizing campaigns.
- Do not collect, store, or share any Protected Health Information (PHI) during recruitment without clear, written consent.
- Keep all feedback, surveys, and sign-up processes anonymous or confidential. Avoid questions about health or medical status.
- Use only secure, encrypted digital tools for communication, sign-ups, or data collection.
- Share member testimonials or case studies only with explicit permission, removing any identifying health details.
- Train union organizers and recruiters in HIPAA basics so they know how to handle any sensitive data appropriately.
- Always let interested employees opt in for health-related discussions or events, rather than targeting based on medical information.
- When in doubt, ask for consent and follow best practices for privacy to safeguard the information of potential members.
| Important: CallHub is HIPAA compliant and will support your efforts to be HIPAA compliant when using the software. |
Quick guide: How to use software to increase union memberships
| Step | Action |
| Choose SMS/Calling software | Use platforms like CallHub for mass communication |
| Set up Opt-in campaigns | Allow electronic sign-ups using shortcodes/keywords |
| Automate reminders | Send text/email alerts for events, dues, and news |
| Analyze engagement | Use software reports to refine outreach and content |
These are just some ways in which you can engage with your community. You can explore various options on CallHub’s communication software to enhance and improve how your union interacts with its members.
These pointers can help you develop an effective strategy to increase union membership. Once your membership numbers are set, organize and leverage the power of collective bargaining to create a better working environment for all.
How to increase union memberships: Frequently asked questions (FAQs)
What are the most effective strategies for union recruitment?
Connecting with new hires early, active member engagement, digital outreach, and sharing clear benefits drive union recruitment.
How can technology help unions attract and retain members?
Digital platforms like CallHub streamline communication, enable mass outreach, automate reminders, and personalize campaigns for higher engagement.
What obstacles do unions face in increasing membership?
Right-to-work laws, lack of awareness, and the ability to benefit without joining make recruitment a challenging task.
Can non-members benefit from union representation?
Yes—especially in right-to-work states, where unions must represent all workers in bargaining regardless of membership status.
What is the difference between union representation and full membership?
Union members pay dues and participate in union activities, while represented non-members receive bargaining benefits but don’t pay dues or have voting rights.
