Case study: How to get 10,219 members to order a replacement ballot from a single text message
The National Education Union (NEU) 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 to Movement and used custom fields to localise their message. They sent a personalised text blast to every member who had yet to vote in the ballot:
Just hours later, they followed up another targeted message with a text 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 message, letting members know they were one of X members left to vote in their workplace.
This one 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 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.
Find out more about creating and utilising custom fields here.