National Nurses United
- Ads
- Creative
- Development
- Organizing
National Nurses United is the largest union and professional association of registered nurses in the country.
National Nurses United is the largest union and professional association of registered nurses in the country, boasting a membership of more than 150,000. At its founding, NNU adopted a call to action to counter the injustice of the for-profit health care industry and organize across the country for Medicare for All. In February 2018, Rep. Pramila Jayapal introduced H.R. 1384, The Medicare for All Act of 2019. NNU set out to organize and train thousands of supporters across the country to pressure their members of Congress to co-sponsor the bill and grow the movement for Medicare for All.
The Challenge
In order to build a robust organizing program, NNU needed an easy and integrated way to host and recruit for events, target elected officials online, grow their base of active volunteers, and build support for Medicare for All.
To accomplish these goals, we set out to grow the email list, improve their digital tools, use key moments like Congressional hearings to build pressure, and devise creative ways to persuade more Americans to support single-payer health care.
The Approach
Developed the ‘Let’s Talk MFA’ bot tool.
In order to grow support for Medicare for All, we developed the Let’s Talk MFA bot tool that allowed supporters to practice talking to their loved ones about single-payer health care. Using the tool, supporters can run through conversations based on tried and tested canvassing scripts. Additionally, we ran a series of ads to build broad awareness of the tool and grow support for NNU.
Kicked off the Patients Over Profits campaign to take on lobbying groups.
In response to the corrupting influence anti-Medicare-for-All lobbying groups have had on our democracy, we helped NNU kick off the Patients Over Profits campaign. We launched a petition and website to track candidates and pressure them to sign the pledge to reject money from anti-Medicare-for-All groups.
Ran a “Thank a local nurse” ad campaign to express gratitude to frontline healthcare workers.
During the COVID-19 pandemic, our team ran a “Thank a local nurse” ad campaign to show support and appreciation for nurses across the country, which provided positivity during a chaotic time and built further support for NNU. The response was tremendous: more than 87,000 new supporters joined the email list for an average cost per acquisition of $0.36.
Built a comprehensive email program.
Using our team’s robust organizing and digital experience, we built a comprehensive email program to recruit for campaign events, lobby days, trainings, webinars, and more.
Created a custom live event map.
Our product team developed an integrated map of events, which allowed us to recruit supporters near events and track hosts easily. We developed a series of recurring emails to automatically follow up with hosts and attendees seamlessly, as well as an optimized welcome series for new supporters.
The Outcome
116%
new supportersWe Met the Moment
During the COVID-19 pandemic, our team ran a “Thank a local nurse” campaign to show support and appreciation for nurses across the country. This provided positivity during a chaotic time and built further support for NNU. The response to this campaign was tremendous: more than 87,000 new supporters joined the email list, at an average cost per acquisition of just $0.36.
10x
email list growthOur Reach Increased Ten‑fold
Over the course of seven months, we grew NNU’s email list 10x through the implementation of new acquisition and engagement strategies, as well as the creation and adoption of new platforms and tools.The Impact
In partnership with NNU, we built a vibrant campaign for Medicare for All, organized thousands of volunteers, and increased the number of co-sponsors for H.R. 1384 to over half of the Democrats in Congress.
Support for Medicare for All is now at an all-time high; NNU is well positioned to continue to activate and absorb volunteers into their robust organizing program.
“Working with Middle Seat has allowed us to take our organizing and advocacy to the next level. In just over a year, they’ve helped to grow the size of our email list several fold which has in turn vastly increased our ability to mobilize supporters to take action. Their strong support for our mission comes through in their professionalism and around-the-clock support.”
Jasmine RuddyLead Organizer, Medicare for All Campaign