About the Strategies

NEA's Year-Round Organizing Framework centers around key field strategies that naturally flow through each of the four seasonal components of a typical school year. Each campaign builds on the momentum of each other, helping members and staff work together to grow our union and create the change our public schools need.  

If our union members engage educators around the seven key field strategies throughout the year, we will activate more member leaders to grow our union’s membership and increase member engagement.  

This guide will explore each of the field strategies and provide criteria to assess your Affiliate’s strengths and weaknesses, so that you can create the strongest organizing program possible.  

Key Strategies Self-Assessment  

The Local Affiliate Key Strategies Self-Assessment was designed to assist local membership organizing teams in identifying areas of strength and opportunity in their year-round organizing campaigns.  

Download the Self-Assessment

Consider using your results to assess local needs around the seven key strategies and implement plans that build a framework for a year-round organizing strategy focused on membership growth. 

The Self-Assessment describes three possible levels for each component: 

• Level 101 – Foundational: Understands processes and strategies for member recruitment, engagement, and retention. 
• Level 201 – Mobilizing & Power-Building: Develops imaginative recruitment and retention strategies that continue to grow the union’s diverse membership and influence others to become more
  actively involved in the recruitment and engagement process.
• Level 301 – Agenda-Driving: Influences all members to own the agenda of the union through their active participation and attitude toward collective action.

Note: It is likely states will have a range of ratings, depending on particular strengths and challenges. The rubric offers specific, tactical insight on how to move from one level to the next.

Key Strategy 1: Acquire, Use, and Manage Employee Lists 

Better list acquisition practices allows affiliates to assess their member density and target organizing resources. Improve the processes and policies related to acquiring employee lists, using lists, and managing lists effectively.

Need Data Support?

Building strong lists allows organizers to more effectively and efficiently reach educators and protect public schools. Don't let the process of gathering data intimidate you! We've broken down the basics for you in our guide to building strong organizing lists. If you need further support, contact contact NEA at [email protected]. 

Key Strategy 2: Engage All New Hires and Current Members Throughout the Year 

Engage with new hires, potential members, and current members year-round. A plan for continuous year-round outreach allows local leaders, Building and/or Union Reps, and Member Organizers to initiate one-on-one conversations that establish the union as a trusted resource. 

Organize Worksite Visits

Worksite visits are great ways to have one-on-one organizing conversations with as many members and potential members as possible. Use this guide to make the most of your time, whether you are making a solo visit or hosting a worksite blitz.

Key Strategy 3: Make a Membership and PAC Ask at Every New Employee Orientation and Union-Led Event

Create a statewide YRO plan to make a membership and PAC ask at every union-led event. Make a game plan that helps local unions approach, recruit, and follow up with potential members.

Recruitment Guide

Our Recruitment Guide shares tips and tools for making membership asks online and at events. Find videos, graphics, and downloadable posters to help you spread the word about your membership drive.

Key Strategy 4: Organize Follow-Up One-on-One Conversations

Focus on in-person follow-up conversations. Members are the most effective recruiters of new members. 

A strong follow-up plan supports Building and/or Union Reps, Member Organizers, and worksite activists in having targeted one-on-one (1:1) organizing conversations with new and potential members at the worksite focused on issues and built on relationships, trust, and experience.

Have Transformative Conversations

When members speak about how their local makes a difference in their own work, community, and personal lives, they are an influential force in building power in the union. This guide will help you start recruitment conversations and navigate those questions while highlighting all that NEA has to offer at the local, state and national level.

Key Strategy 5: Use YRO Data to Drive Decision-Making, Plan Campaigns, and Offer Engagement Opportunities

The YRO Campaign survey data identifies opportunities to develop activists, organizing campaigns,
issue-specific education, and professional supports that can be used to execute meaningful engagements that help win campaigns. 

Year-Round Organizing Cards

Year-Round Organizing cards are important tools for gathering the information about educators who are interested in learning about or getting more involved in the union. The data from this form is then shared with organizers to ensure they are followed up with!

Key Strategy 6: Strengthen Leadership Structures at Every Worksite

A diverse group of natural leaders exists in all workplaces. It is essential to identify them, train and support them, and offer them pathways to use their skills to move others to action.

Leadership Development at NEA

We prepare educators to lead at home and with us. NEA's leadership resources help members build the knowledge and skills they need to be an effective leader at the local, state, and national stage.

Key Strategy 7: Build a Robust Communication System Within Your Union

Communication structures facilitate two-way communication between rank-and-file members and leadership that purposefully emphasizes transparency and democratizes decision-making.

"Let's Talk About" Conversation Starters

Looking for a way to start an organizing conversation with potential members? We’ve created communication tools and explainers about student debt, pensions, health care, and unions that you can use to introduce the benefits of membership.