How the NEU got 10,219 members to order a replacement ballot from a single SMS
The National Education Union used their Deltapoll NEU Audience model to identify that home ownership was the key issue motivating the largest group of members that hadn’t voted yet in their strike ballot. Their votes were going to be essential for the NEU to cross the threshold.
So, the NEU worked out how much teachers had lost in pay since 2010, and sent targeted texts showing exactly what that lost pay could buy in their area if used as a deposit for a house. They pulled the information from their Deltapoll NEU audience model in Movement and used custom fields to localise their message. They sent a personalised SMS blast to every member who had yet to vote in the ballot.
Just hours later they followed up this targeted message with an SMS survey urging members to send in their ballot or request a new one if needed. Again this survey used custom fields to provide powerful social proof, using up to date turnout figures tracked with Movement. They used custom fields to pull workplace level data into the SMS, letting members know they were one of X members left to vote in their workplace.
This one SMS survey resulted in 10,219 members requesting a replacement ballot and a total of more than 20,000 replacement ballots were requested across the three SMS surveys in the series. A result that made a huge contribution to the success of the ballot - the largest vote for strike action in any sector since 2016 when anti-union laws imposed a 50% turnout threshold.
Feeling inspired? Find out more about using custom fields and external data to target and personalise your messages in the Movement support hub.
If you’d like to talk to us about using SMS, custom fields or any of Movement’s other features book a call below and we’ll be in touch:
