Mobilization is rising across the labor movement. Workers are organizing in new sectors, contract fights are more visible, and member engagement is stronger than it has been in years. But momentum alone does not guarantee lasting power. At the National Labor Management Conference (NLMC 2026), the panel titled “Leaving Power on the Table? From Mobilization to Momentum” examined a critical question facing today’s unions: how do you convert bursts of mobilization into sustained organizing strength? Organized by the Union Strong App and moderated by Michael Fina, Executive Director of the Union Labor Advisory Network (ULA), the session brought together frontline labor leaders to explore how communication, coordination, and strategic investment are shaping the next phase of union engagement.
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Blending Traditional Organizing with Modern Methods
The panel highlighted that while technology offers new ways to reach members, face-to-face organizing and personal outreach remain essential. Neighborhood visits, site meetings, and one-on-one conversations continue to form the backbone of engagement, especially when introducing new members to union life. John Samuelsen, TWU International President said, “It's a completely different world than it was 20 years ago.” Technology enhances these efforts by enabling rapid coordination, spreading information quickly across locals and coalitions, and keeping members informed about campaigns and contract negotiations. Tony LaCava, secretary/treasurer, BAC Local 1 noted, “I think now has to be a blend of old school… face-to-face organizing blended with as much technology as we would use in the equation.” Leaders stressed the importance of meeting members where they are, particularly younger workers, while maintaining the personal touch that fosters trust and confidence.
Investing in Organizing as Communication
Another key theme was that resources devoted to organizing are also investments in communication. Successful unions deliberately allocate funding, staff, and time to outreach, ensuring that campaigns are not only well-executed but also highly visible to members. John Samuelsen emphasized that communication is inseparable from the broader strategy of organizing.
“… for us, we make a deliberate decision to invest every dime that we have in organizing, every single time, every spare amount of every spare dollar that would possibly invest in the organization.”
This strategic investment allows unions to respond to emerging issues, amplify successes, and maintain engagement over time. By treating organizing as both action and communication, unions can convert member interest into concrete participation and strengthen overall union power.
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Adapting to a Changing Membership
The panel highlighted that communication strategies must evolve with changing demographics. Newer members interact with information differently and often expect faster, more accessible ways to receive updates. Mike Smith, President Teamsters Local 810 noted, “you have to utilize technology, because we have another generation coming in, and they're not going to look at the union board as much as they're going to look at their smartphone. So, get people on board that can help you spread that message.”
For engagement to succeed, unions must balance generational needs by reaching members through the channels they trust most, text, email, or mobile apps, while providing guidance and a sense of community support.
Turning Mobilization into Momentum
The conversation at NLMC underscored that the unions’ challenge today is not a lack of interest—most workers want to join or support unions—but ensuring that energy translates into lasting engagement and action. By investing in organizing, blending traditional and modern outreach, coordinating across coalitions, and adapting to member needs, unions can transform momentary mobilization into sustained momentum. Effective communication is the glue that holds these efforts together, empowering unions to strengthen their collective voice and deliver meaningful results for their members.
Want to learn how to turn mobilization into sustained momentum in your own union? Find out how a strategic, member-first communication approach can strengthen engagement, deepen trust, and support long-term organizing success. Contact us today.