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The best CRM setup for a union

Discover the best CRM setup for a union : modules, contacts, and an adapted engagement cycle

In 2025, a union must modernize to stay efficient. Managing memberships, dues, and communications requires structured tools. Spreadsheets alone are no longer enough. A CRM (Customer Relationship Management) helps centralize data, automate tasks, and strengthen member engagement.

With the right setup, a CRM helps unions track participation, coordinate regional teams, and support campaigns. A clear contact structure, relevant modules, and a proper engagement cycle are essential for success.

Understanding the diversity of union contacts

Unions interact with various contact types. The CRM must reflect this diversity:

  • Active members, regularly paying dues

  • Supporters, interested but not yet members

  • Union representatives like delegates or elected officials

  • Governance bodies at national or regional level

  • External partners: NGOs, institutions, or social groups

Segmenting contacts by role improves communication and efficiency.

Useful modules to activate

To support daily union work, the CRM should include:

  • Membership and renewal tracking

  • Dues management with payment reminders

  • History of interactions and union participation

  • Tools for sending emails or newsletters

  • Event management: meetings, assemblies, and training

  • Advanced segmentation: by industry, location, or seniority

These features help customize messages and plan coordinated actions.

Key custom fields to include

To better track member activity and engagement, the CRM should store:

  • Status: member, supporter, representative

  • Join date and renewal history

  • Preferred communication channel

  • Past involvement in events or actions

This data enables targeted follow-ups and deeper engagement.

Example of a union engagement cycle

Here’s how a contact might move through the CRM system:

  1. A worker fills a form or meets a union rep at an event

  2. They receive an automated introduction to the union

  3. A follow-up is sent after ten days if there’s no reply

  4. Once they join, they are assigned to a local section

  5. Dues are tracked, and they’re invited to local events

  6. They are encouraged to take part in actions or volunteer

This cycle supports retention and can be partly automated.

Real-world example

A national union uses a CRM to manage its regional teams. Each local coordinator monitors member activity and dues. National leaders view dashboards to track trends, measure campaign performance, and identify inactive zones. This structure improves coordination and decision-making.

Conclusion

A well-configured CRM helps unions unify actions, improve communication, and build stronger relationships with members. It supports better reporting, simplifies repetitive tasks, and aligns fieldwork with national goals. In 2025, it is a key tool for any modern union.