With nearly 2 million members, the Service Employees International Union (SEIU) is one of the most influential forces in American labor organizing. Since 2020, SEIU has partnered with Impactive to support large-scale organizing programs across multiple election cycles. From launching major national outreach efforts in 2020 to reactivating creative relational campaigns and voter registration drives in 2024, SEIU continued to rely on Impactive to power digital organizing efforts across its national network and local affiliates.

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ORGANIZING AT SCALE

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SEIU mobilizes to advance racial justice, improve workers' quality of life, and promote a more just society. During the 2020 election, the union needed a digital organizing platform that could support coordination across more than 150 local union affiliates. Through Impactive, SEIU scaled its efforts to mobilize members in battleground states, support vote-by-mail registration, and conduct large-scale get-out-the-vote campaigns.

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Organizers across the SEIU network used a wide range of tools on the platform. Peer-to-peer and relational messaging powered direct outreach, while social media amplification helped raise visibility around key issues. SEIU also purchased affiliate licenses for local chapters to run decentralized but coordinated campaigns aligned with national goals.

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In 2024, SEIU relaunched its digital organizing program to support new voter engagement campaigns. Building on past success, organizers reactivated relational outreach and began scaling new tactics across a wide network of local unions, reconnecting with members and voters ahead of the presidential election.

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VOTER REGISTRATION CONTEST

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A highlight of SEIU’s 2024 program was a large-scale voter registration contest held during its national in-person convention. Members were grouped into teams based on their local affiliates and encouraged to refer friends and colleagues to check their voter registration using personalized links. The teams competed to generate the highest number of registration checks and referrals, and progress was tracked through a leaderboard live-updated and displayed throughout the event to motivate participation.

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This campaign generated renewed excitement around civic engagement and created a competitive, team-based framework for relational outreach. Thousands of members participated, reaching deep into their personal networks to ensure their communities were ready to vote ahead of the 2024 general election. The contest showcased how relational organizing, when paired with smart incentives and team-based structure, can drive large-scale action in a short time.

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IMPACT THROUGH A NATIONAL NETWORK

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Across 2020 and 2024, SEIU’s national team and its 71 local affiliates reached over 10.9 million potential voters using Impactive. The union’s volunteers synced more than 1.18 million relational contacts across the two cycles. SEIU’s continued investment in digital infrastructure demonstrates how large institutions can build organizing power that’s flexible, personalized, and sustained across time and geography.