Why do people join unions in a period of membership decline?

Drawing on a large survey of new members, this paper examines the reasons why people join unions and the methods of their recruitment. It shows that collective reasons remain central to union membership and that individual services are secondary in the recruitment process. While there is little variation in reasons for joining across industry, occupation and sex, there are marked differences in the methods used to recruit new members. These findings are used to examine existing explanations of membership decline and to assess the efficacy of the different recruitment policy options available to unions.