Labour Local Marketing and Communications Portal

A CRM solution that delivers both national and local communications

Challenge

The organisation and funding of the Labour party is based on membership, donations and affiliations with Unions. The party has around 200 staff who support all MPs, councillors and constituencies as well as a network of activists and volunteers who are organized into campaigning groups at the time of local or national elections. With over 200,000 members, Labour needed a comprehensive communications structure that allowed them to communicate with members who in turn could deliver both national and local messages to the electorate.

Solution

Tangent was able to quickly build a communications network that can deliver a highly effective CRM solution across the party’s national and local infrastructure. Called Membersnet, this solution is available to all party members and carries personal and constituency information that is used to engage the local electorate. Membersnet allows events to be promoted at a constituency level and every party member can access, design, manage and execute a wide range of campaign materials through a single web interface. Member to member blogging, emailing and SMS messaging has been enabled and Mosaic data on voters can also be accessed through the same interface. 

Results

Membersnet has revolutionised the way that the Labour Party communicates both internally and with the public and feedback to mailings has increased by over 55%.