Digital Organizing & Back-to-School
As we begin a new school year, we know educators across the country face new challenges and opportunities. Back-to-school season gives the union an opportunity to provide support, energy, and reach new people.
Find more information about our back-to-school campaign here.
- Utilize member organizers: Leaders within the school community have built relationships of trust with other educators, making them the most powerful tool for organizing potential and existing members. Empower these leaders by hosting trainings, providing them messaging and organizing tools, and putting them at the center of your back-to-school plans.
- Be visible and relevant: Educators have limited resources, which means that organizing efforts must show that being part of the union is worth the time and monetary investment. Messaging and content should focus on the ways the union makes a difference in educators’ lives, whether providing a voice in halls of power or connecting them to a community of support.
- Remember to follow up: Organizing is about building a relationship, not just having a one-time conversation. Make sure to plan long-term follow up strategies so that potential and existing members continue to be reminded about the power of the union.
Each of these steps can be supported by digital organizing! Read on for tools and guidance on how to use online communications during your back-to-school organizing push.
Back-to-School Digital Organizing Strategy
You will want to utilize digital tools at every step of your back-to-school recruitment campaign. Together with in-person organizing, this creates what we call a "surround sound" campaign, where educators are being reminded of the value of membership regularly on through a diverse array of mediums.
- Digital for data collection: Digital tools, especially our year-round organizing cards and other online forms (event registrations, petitions, sign ups) can be helpful for identifying potential members and learning about the priority issues and interests of educators in your affiliate. Make sure to choose a consistent tracking system and to share the data with all relevant organizers.
- Digital for relationship building: Once you have information about your potential and existing members, use that data to build bridges of communication between in-person meetings and one-on-ones. Segment your outreach and let people know about upcoming opportunities that relate to their specific interests, as well as keeping them updated on local news and meetings.
- Digital for power mapping: Digital engagement metrics can add another layer of information to your analysis of who is engaged/friendly/neutral/unfriendly to the union at your school. If you see someone clicking on emails or commenting on social media posts, follow up to see if they want to get more involved!
Our Tools
There are many types of tools you can utilize for Back-to-School digital organizing. In this guide, we provide guidance and sample copy for the following tools:
- Website guidance: A website checklist and early enrollment language for your home page and join landing page.
- Email guidance: Several ideas for email outreach strategies and sample outreach cadence with copy.
- Text messaging guidance: Suggestions for using text for relational organizing and sample outreach cadence with copy.
- Social media guidance: Inspiration for various social media tactics and sample copy for different platforms.
- FAQs and Conversation Guides: Sample responses to commonly asked questions and conversation guides on topics educators care about.
Our Message
While it can be easy to focus on the doom and gloom, we find the most successful messaging for back-to-school, and especially for new hires, is one of optimism and excitement. We want potential and existing members to know that they are powerful and that this year they will be able to work together through their union to create positive change for themselves, their colleagues, and their students.
- Welcome to a new school year. Back-to-school season means excited faces in the hallway, fresh classrooms, and a new opportunity to connect with your union. Whether you are new to our school or returning for another year, we are excited to work with you to make this year the best one yet.
- Together we are stronger. Together we are heard. In order to excel this school year, we must be given the resources we need to give our students are very best. When we speak up as part of our local union, we can win improvements to our daily lives, from higher salaries to protected planning time and guaranteed bathroom breaks.
- Our union is more powerful with members like you. Will you join us/get involved? Joining adds your voice to thousands of educators just like us across the state and millions of educators across the country to accomplish things one educator, one bus driver, one janitor, or even one district can’t. So, let's start the year off right: become a member of our union or get more involved today!
NEA's Guides to Organizing
Website Optimization
Back-to-School Website Guidance
Your Affiliate webpage is the first place people look online to learn more about your union. Make sure you have a web presence that is informative, welcoming, and tells the story of who you are as an organization.
Making it easy to join the union from your home page and join landing page is a powerful way to turn curious potential members into members. Check out our checklist and sample copy to help you design and populate the join presence on your website.
Checklist
Email Guidance
Back-To-School Email Guidance
We recommend beginning your back-to-school outreach with an ask to fill out the Year-Round Organizing card. This will allow you to gather key information that will shape your follow-up strategy. If they don’t fill out their Year-Round Organizing card on the first go, ask again!
Once they have filled out their card, offer them a resource based on the interests they shared in the card and ask them for a 1:1 conversation. After the 1:1, make sure you follow up with a hard ask to join the union.
Sample Email Copy
Reach out to your current member lists and potential members to check-in and get updated information.
Link to Share: State YRO Card Subject: Tell us: What are your goals for the school year?
Pre-header: Your union family is here to help you succeed
Email Body:
Hi FirstName,
We know that great educators make great public schools. And that behind every great educator is a team of colleagues helping each step of the way. We want to stay updated on your needs so that our union can keep providing the training, support, and tools to ensure your professional success.
Fill out our form to share your priorities for the upcoming year. We’ll use this information to find the right opportunities to help you succeed!
When you get involved with your union, you are taking an important step towards creating the great public schools we all deserve.
Tell us: What are your goals for this school year?
We'll send you resources to support your work and share how educators are creating change in your local area, across the state, and around the nation. Together we can win changes that make it easier for you to excel at school and beyond.
In solidarity,
Pull data to see who from your previous list has since filled out a YRO card. Suppress them from this next send, so that you are only reminding people who haven’t filled out a card recently.
Link: Your State YRO Card
Subject: Great educators create great public schools
Pre-header: Get involved with your union to make your voice stronger
Email Body:
FirstName,
When educators are heard, respected, and given the resources we need, we can give students our very best. We know you care about professional excellence and continuing to learn and grow in your career.
Take the next step: connect with your union today!
Whether you’re just starting your career in education, or if you’ve been working for decades, connecting with fellow educators through your union is an important step towards creating the great public schools we all deserve.
- We regularly advocate for higher salaries and improved working conditions.
- We meet with lawmakers from both political parties to make sure our voices are being heard and respected.
- We work hand in hand with school administrators and school boards to improve our daily lives as educators.
- We make sure that educators have the resources we need to give students our best.
Sign up here to learn more about your union and the opportunities to get involved on the local, state, and national level. Together we can win changes that make it easier for you to excel at school and beyond.
We cannot thank you enough for all you do, and all you will do, to change the lives of your students.
In solidarity,
Send this email to people who have filled out the Year-Round Organizing card. Tailor your outreach to the topics they indicated interest in and make sure you include an ask to meet in-person or talk one-on-one.
Link: Relevant Resources and State Join Link
Subject: Professional support for educators, by educators
Pre-header: We're here to help you succeed
Email Body:
Hi again FirstName,
As an educator, we know that you are beyond busy. That’s why we are here—to save you time by finding and sharing the very best tools to support you at school and throughout your career.
Our union is made up of educators like you, working together to do our very best for our students. Check out some of the resources we offer below:
- <Join our event about educator rights>
- <Take action with educators across the state>
- <Connect with us for other forms of support>
Joining [SEA/LEA] connects you with a movement of educators supporting each other. With more members like you, we have an even stronger voice to create the schools we need and our students deserve.
Don’t wait to start making a difference! We’d love to talk to you more about our union and what we can achieve together. Are you free for a quick chat sometime this month?
In solidarity,
Send this email to people you are following up with after a 1:1 conversation or a few weeks after they receive the last message.
Link: Your State Join Link
Subject: A special invitation
Pre-header: Deliver real change with your union
Dear ________,
[SEA/LEA] educators deliver real change. We meet with school administrators and lawmakers from both political parties to make sure our voices are being heard and respected.
We’re reaching out again with an invitation: Join your union, [SEA/LEA], today. Start your school year off right, knowing you are part of the movement to make our public schools better for staff and students.
By banding together, [SEA/LEA] members impact meaningful change for educators and our students. Together, we have raised educator wages, improved working conditions, supported student loan forgiveness, and made sure educators are heard.
We’re making progress, but, with more members like you, we can have an even stronger voice.
Together we are stronger. Together we are heard. If you are interested in the union, but are unsure about joining, we would love to connect and answer any questions you have.
In solidarity,
Text Message Guidance
Back-To-School Text Message Guidance
Text messaging can be an amazing relational organizing tool when used properly. Remember: educators are likely receiving many texts, whether from political organizations, from their students/students’ families, and from everyday life. Make sure you respect their time by using texts to provide value and listen to their needs.
Try to avoid transactional, one-off texts and think of your text program as a way to build a continuous relationship with potential and current members. We recommend having two relational texts (checking in or offering value) for every transactional text (asking them to do something for us). This can be time intensive, so think through staffing plans and equip member organizers with the tools they need to answer texts beyond a designated “text bank.” The payoff is worth it!
Writing Deliverable Initial Scripts:
If you are using Hustle or a similar peer-to-peer texting program, you will want to write your text messages in a way that will ensure they get delivered. Initial scripts generally have around a 150-character limit and can’t include a link and must also have opt-out language. Your follow-up scripts for “yes” or “no” can include links if relevant.
Sample Text Copy
Check-ins remind educators that the union is one of their go-to places for support and to create change. Get the conversation going with a question and let it flow naturally from there. Have links to potentially relevant resources on hand to share in your responses, such as upcoming events, advocacy actions, or professional development supports.
If the conversation naturally leads towards a join pivot, organizers should start to use language from our direct messages below.
Hey <Member Name>, it's <Organizer Name> w/ <SEA/LEA>. Checking in on how you're feeling about the start of the school year. Can we help with anything? Reply STOP to opt out.
- IF YES: Our union is made up of educators, just like you & me! We're working to [insert action that addresses their concern]. More info: <Link>
- IF NO: Thanks for letting me know, <Member Name>! Our members are working hard to improve our schools. Check out our work: <Link>
Use this text to share the Year-Round Organizing cards with potential and current members. Remember, these cards are vital tools for your back-to-school program as they help to gather data on educators interested in getting more involved.
Hi <Member Name>, it's <Organizer Name> w/<SEA/LEA>! We're updating our tools & want to hear what's helpful. Will you share your goals for this year? Txt STOP 2quit
- IF YES: Share your goals through the link below! Even if you've filled this out before, you can use the form to update your interest areas. <STATE YRO CARD>
- IF NO: No problem! If you want to help us tailor the content we send you, you can update your priorities anytime using this form: <STATE YRO CARD>
A great time to follow up with potential members is right after they have engaged with the union by filling out the Year-Round Organizing card or through an action or event. Make sure to implement these scripts within a few weeks of their interaction while the union is still at the top of their mind.
After Filling Out a Year-Round Organizing Card:
Hi <Member Name>, it's <Organizer Name> with <SEA/LEA>. Thank you for filling out our interest form! Were you able to find our resources? Reply STOP to opt out.
- IF YES: Great! Were they helpful? Find more ways to support your students and career by checking out our full suite of resources: <Link>
- IF NO: I’m here to help! We have tools to support educators on [insert description of tools]. Check out our resources, made by educators, for educators: <Link>
After Taking an Advocacy Action
Hi <Member Name>! I'm <Organizer Name> w/ <SEA/LEA>. Thanks for signing our petition on [insert issue]! Ready to take the next step? Text STOP to opt out.
- IF YES: When educators speak together we are powerful! The best way to create change for our schools is to join your union: <Link>
- IF NO: No problem, thank you again for taking action! Can I ask how the beginning of the school year has been going?
After Attending an Event
Hey <Member Name>, thanks for joining <SEA/LEA> at [insert event]! My name is <Organizer Name>, can I talk to you about joining our union? Reply STOP to opt-out!
- IF YES: Thanks! <SEA/LEA> members create real change, from protected time to pay raises. Join here, or feel free to ask me any questions! <Link>
- IF NO: No problem, thank you again for attending our event! Can I ask how the beginning of your school year has been going?
We recommend having one or two Hustle conversations with a list before implementing this type of direct strategy, or implementing this within a conversation when it naturally goes towards a join ask.
Hi <Member Name>, it's <Organizer Name> with <SEA/LEA>! Together we can accomplish things one educator can't. Will you join us? Reply STOP to quit.
- IF YES: That's great! We have big plans for this school year and are excited to work with you: <Link>
- IF NO: No problem! I know it is a big commitment. Can I ask what is holding you back?
Social Media Guidance
Back-To-School Social Media Guidance
Social media should be a supplementary part of your back-to-school plan, providing surround sound support to your other relational tactics. Messaging on social media should be broad and inspirational, enticing people to want to learn more about union membership.
- Member messengers: Our members are our most powerful voices. Build a list of members who are willing to share your content on their social media channels. Create graphics/videos/sample copy for them to post and share them with this list regularly for them to distribute through their personal networks.
- Win content: Make sure you are regularly sharing information about the big and little ways your union is making a difference in your state. Then make the pivot to what we can achieve with more members and why they should join!
- Engagement questions: Ask questions about educators’ experiences in and out of school. Notice if potential members respond and reach out to them separately.
Sample Social Media Copy
Start off the new year right by becoming a member of your union! Together we can win for staff, students, and our communities. Join us: <Link>
Back-to-school season means excited faces in the hallway, fresh classrooms, and a new opportunity to connect with your union. Whether you are new to our school or returning for another year, we hope you will become a member today! Click the link in our bio to learn more.
Check joining the union off your back-to-school to-do list! Become part of the movement for students and strong public schools today: <Link>
Back-to-School Conversation Starters
Back-to-School Conversation Starters
The very best way to reach potential and current members is to engage with them one-on-one. Equip organizers with talking points and resources and deputize them to start organizing!
Find suggested talking points in our recruitment conversation guides for Collective Bargaining States and Non-Collective Bargaining States. We have also created conversations guides designed to help you talk about issues important to our members. Check out resources on the following topics: Student debt, union 101, health care, and pensions.
Want more ways to get the conversation started, online, one-on-one, or at an event? Check out our resoures below!
We Are NEA Videos
Art can be a powerful tool for organizing. We've created a suite of videos to help you tell the story of the the union. Our "We Are NEA" videos share how your Affiliate advocates for the funding, resources, and support educators and their students deserve. The “We Are NEA” video package includes a long version, a 30-second version, and four 15-second versions around different themes.
Show these at a new hire orientation or union event and post them online using the copy included below!
Share on Social
The full ‘We Are NEA’ video includes several narratives around the importance of being in the union, from educator voice to a community of support. Share either the long version or the 30-second version.
- Facebook: Whether you’ve been an educator for one day or forty years, now is the time to band together and make ourselves heard in the halls of power. Now is the time to improve public school classrooms for ourselves and our students. Now is the time to join. [AFFILIATE JOIN LINK]
- Instagram: Our back-to-school list: ✅ A voice at the table. ✅ A community of support. ✅ The resources we and our students deserve. Be part of the movement! Click on the link in our bio. [Add AFFILIATE JOIN LINK to bio]
- Bluesky/Threads/Other: Together we are the biggest and loudest advocates for our schools, our students, and ourselves. Join us: [AFFILIATE JOIN LINK]
- Facebook: Find the voice you didn’t know you had within. Get professional development, leadership training, and a community of support when you become a member of AFFILIATE. Join us today: [AFFILIATE JOIN LINK]
- Instagram: Great educators create great public schools. AFFILIATE provides the training, tools, and community support for educators to engage students, nurture justice, and excel in their profession. Learn more by clicking the link in our bio. [Add AFFILIATE JOIN LINK to bio]
- Bluesky/Threads/Other: At every stage of your career, AFFILIATE helps you grow into your passion and be a leader for your students. Join our community of educators: [AFFILIATE JOIN LINK]
In this 15 second clip, a member shares how the union helped her have a voice in the classroom and in halls of power.
- Facebook: Educator voices are strong when we speak together. Add yours by joining AFFILIATE today: [AFFILIATE JOIN LINK]
- Instagram: Members of AFFILIATE are as diverse as the students we represent, but united in our purpose: championing justice and excellence in public education. Click on the link in our bio to learn how you can make sure your voice is heard in the halls of power. [Add AFFILIATE JOIN LINK to bio]
- Bluesky/Threads/Other: Joining AFFILIATE means having a voice at the table to advocate for improved working and student learning conditions. Become a member today: [AFFILIATE JOIN LINK]
In this 15 second clip, a member explains how being part of the union connected her to a community of educators ready to support her in and out of the classroom.
- Facebook: Educators are strongest when we stand together. Joining AFFILIATE means joining a thriving community of educators ready to support you every step of your career: [AFFILIATE JOIN LINK]
- Instagram: Together we can make sure every educator gets the support they need to join, stay, and thrive in our profession. Click on the link in our bio to connect with a community of educators supporting each other and our students. [Add AFFILIATE JOIN LINK to bio]
- Bluesky/Threads/Other: Meet the community of educators ready to help you succeed in your career, advocate for your students, and support public education. Meet AFFILIATE: [AFFILIATE JOIN LINK]
In this 15 second clip, a member explains that he joined the union to create a better future for himself, his family, his colleagues, and his students.
- Facebook: Meet AFFILIATE. We are a community that will help you advocate for the funding, resources, and support you and your students deserve. Join us today: [AFFILIATE JOIN LINK]
- Instagram: Becoming a member of AFFILIATE connects you with a movement of educators supporting each other. Join us by clicking the link in our bio! [Add AFFILIATE JOIN LINK to bio]
- Bluesky/Threads/Other: Ready to improve classroom conditions, secure school funding, and advance social and racial justice for all? Join a community of educators working to make a difference: [AFFILIATE JOIN LINK]
Our Guide to New Hire Orientations
Essentially, a good orientation is a smart and strategic way to connect with new hires, boost membership numbers, and build a foundation for later activism. On the flip side, an unhelpful orientation, or one thrown together at the last minute (think typos, old handouts, and unprepared presenters), can cast doubt about the union and make it even harder to recruit new members.
This guide offers step-by-step planning and some research-based best practices for putting together, a successful orientation that sets the stage for growing and strengthening the union.
Read Across America
Read Across America offers educators the tools they need to read and grow with their students, including 12 months of recommended books, authors, and teaching resources that promote diversity and inclusion.
The Read Across America calendar and teaching resources are a great way to show potential members that your Affiliate is ready to help their day-to-day work. Share the calendar on social media and work it into your email/text message calendar!
Share Online
- Facebook: We have the resources you need to celebrate diverse readers all year long! The Read Across America calendar has book recommendations, lesson plans, and more: nea.org/readacross
- Instagram: We've done the homework to help you start your school year right! Check out our Read Across America resources to get educator-recommended books, lesson plans, and more. Click the link in our bio to celebrate diverse readers all year long. [Link nea.org/readacross in your bio]
- Bluesky/Threads/Other:📚 36 book recommendations 📔 Hundreds of teaching resources 🌈 A nation of diverse readers Everything you need to learn and grow with your students: nea.org/readacross
Hi FIRSTNAME, it is YOURNAME from AFFILIATE! Have you seen this year's Read Across America calendar? It includes 36 educator-recommended books, sample lesson plans, and more: nea.org/readacross
FIRSTNAME,
Every student deserves to see themselves in the books they read. That is why we’ve spoken to educators across the country and identified books for readers of all ages, races, identities, and backgrounds.
Meet the 36 books in this year’s Read Across America calendar.
We know that back-to-school can be a busy time for educators. That’s why we’ve done the homework for you. Let's read and grow together with 12 months of recommended books, authors, and teaching resources that promote diversity and inclusion.
Check out our Read Across America resources here.
I hope this resource is helpful! AFFILIATE is always here to provide the support you need to succeed in and out of school. Let me know if you would like to connect to learn more about becoming a member!
In solidarity,
YOURNAME
More Organizing Resources
Union 101
Year-Round Organizing Framework
Seasonal Campaigns
Organizing Resources at Your Fingertips
