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 five 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.  

Consider using your results to assess local needs around the five 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 Association’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 Association through their active participation and attitude towards collective action. 

Note: It is likely locals will have a range of ratings, depending on strengths and challenges. For example, a Local Affiliate may assess themselves at the 101: Foundational level in one area, but as 301: Agenda-Driving in another area.  

Key Strategy 1: Acquire Employee Lists 

Improve the processes and policies related to acquiring employee lists. Better list acquisition practices allow state affiliates to assess their member density and target their organizing resources. 

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 Throughout the Year 

Engage with new hires, potential members, and current members before orientation and year-round. Reaching out before the orientation and year-round allows local leaders and building reps to initiate one-on-one conversations that establish the Association 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 Ask at Every Event 

Create a local plan to make a membership ask to every new employee at New Employee Orientation and any other Association led event. Make a game plan that helps your Building Representatives and worksite leaders approach, recruit, and follow up with potential members throughout the year.  

The activities below were developed focused on NEOs. In a Year-Round Organizing Framework these same activities should be considered for all Association-led events to ensure a membership ask is made at every event.  

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 Representatives and Worksite Activists in having targeted one-on-one organizing conversations with new and potential members at the worksite immediately following NEOs and other Association led events.

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 Data to Plan Follow-Up Engagements

Use data to drive decision-making and resource allocation. The Year-Round Organizing survey data identifies opportunities to develop organizing campaigns, issue-specific education, and professional supports. 

Follow-Up Conversation Starters

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