Communicate to Motivate
“Let the workers organize. Let their crystallized voice proclaim their injustices and demand their privileges.”
—John L. Lewis, founder, CIO
Local union leaders communicate with the membership for a number of reasons — to inform, to educate and to learn from the members what’s on their minds. But there is one reason to communicate that should always be paramount — and that is to encourage, to motivate and to inspire members to act. Whether members are carrying picket signs, voting in an election, coming to meetings or writing letters to the editor — an active union is a strong union.
There are a number of different ways that local leaders can communicate with the membership. These include:
- Regular membership meetings
- Small-group worksite meetings
- Regular newsletters
- Other publications, such as flyers, leaflets, letters and e-mail
- Bulletin boards
All of these methods have a place in a local’s communication system. Above and beyond all of these, however, one method has proven the most effective way to communicate with members: one on one, face to face.
The benefits of one-on-one communication are plentiful:
- Puts a “face” on the union
- Provides immediate opportunity for feedback and dialogue
- Builds connection, relationships and solidarity among members
- Educates officers and leaders about issues and problems affecting members
The challenges of reaching all members one on one are noteworthy:
- Very time-consuming
- Difficult in locals with multiple work locations and shifts
The solution to these challenges requires planning and commitment, but it is worth the effort: That solution is to develop and implement a one-on-one communication structure called a Member Action Team (MAT).
What Is a MAT?
Simply put, a Member Action Team is a tool to communicate with members and mobilize members around issues they care about. Each MAT consists of a MAT leader who is responsible for regularly communicating and working with approximately 10 workers. When putting a MAT structure in place, keep in mind that stewards should have a place in the system. Follow the guideline that MAT leaders don’t have to be stewards, but that all stewards should be MAT leaders. MAT leaders should reflect the diversity of the local’s membership—by gender, race, age, job classifications, shifts and so on.
MAT Structure
MAT Leader Responsibilities
- Communicate regularly with approximately 10 specific co-workers (less or more depending on the size of the department or worksite)
- Communicate rapidly with the membership
- Distribute written communications such as union newsletters,flyers, etc.
- Listen to co-workers and learn their issues, problems and concerns
- Educate and inform workers on issues that affect them
- Ask workers for their ideas on how to solve a problem and develop a plan
- Motivate and mobilize members to participate in their action plan on an issue
- Work together with local officers and other MAT leaders on issues that affect the local as a whole
- Support union goals and values
How Does the MAT System Work?
To implement a MAT structure — and reap its rewards — local leaders must have a commitment and a plan. Here’s how to build a MAT system in seven easy steps:
- Map or chart all of the local’s worksites — the map should be a physical layout and contain:
• Who — names of workers
• Where — location of workers
• When — shifts of workers
• Whether or not workers are union members - Begin the process by having each leader — officer, executive board member and steward — identify 10 co-workers to be part of his or her Member Action Team.
- Decide on a common communication task — distribute a questionnaire, hand out a leaflet, etc. — and have each leader have a one-on-one meeting with each of his or her 10 co-workers.
- Brainstorm to identify other possible MAT leaders, particularly those who are:
• Good communicators
• Natural leaders in the workplace
• Respected by co-workers - Approach and recruit new MAT leaders and establish additional MATs.
- Meet regularly to continue to build the MAT network, continue the one-on-one communications, and continue to monitor and evaluate the network’s effectiveness.
- Hold MAT leader training using the Power@Work module.
Once in place, a MAT system can be used for its main purpose: to communicate with members and motivate them to take action on issues they care about. But not all issues are ideal for member mobilization. Use the Campaign Planning Worksheet below to analyze and to help determine what course of action you should take on a given issue.
Campaign Planning Worksheet
