Recruitment and Retention of Members in the U.S. Coast Guard Auxiliary Robert J. Kuhn DCDR 053-19-05 National Branch Chief, Advanced Training Directorate 1
The Coast Guard Auxiliary is the volunteer, uniformed arm of the Coast Guard, serving both the Coast Guard and the boating public. Our focus is recreational boating safety. Our core values are Honor, Respect and Devotion to Duty. 2
Why do we need an initiative on Recruitment and Retention? 1. Our membership is aging and recruitment of new members is lagging. 2. We lack a vision of how to attract and retain new people. 3
Whose job is recruitment and retention? Elected officers Appointed staff officers Every auxiliarist 4
What are we looking for in new members? People with personal interests relating to CGAUX missions, e.g. boating, teaching, communications People with time to commit People who have personal values consistent with our Core Values People with talents to contribute Men and women of all demographics The CGAUX is not for everybody, just like the active-duty Coast Guard is not for everybody 5
Where do we find new prospects? Parents of Coasties, Academy parents Scouts Businesses with mutual interests Local events where we have a PA presence Newspaper articles that will reach the target audience Vessel exams Links with other organizations having similar interests: yacht clubs, Power Squadron, fire companies & river rescues College fairs, career days 6
Current barriers to getting connected with new people and getting them involved: 1. Many, if not most, volunteer organizations are facing personnel shortages and difficulties with recruitment. This may have to do with our extremely busy lifestyles today. 2. Becoming an official member is a long and complicated process (lengthy application, fingerprinting, security clearance) and requires serious commitment (e.g., Mandated Training) and patience. 7
The following charts come from the 2008 graduate thesis of then Coast Guard Lieutenant Matthew D. Dooris. His degree is an M.A. in Security Studies from the Naval Postgraduate School in Monterey, California. His thesis is entitled Enhancing Recruitment and Retention of Volunteers in the U.S. Coast Guard Auxiliary. We are grateful that his seminal work was approved for public release and unlimited distribution. 8
Reasons Why Members Joined the Coast Guard Auxiliary Operational Missions 16% Camaraderie 9% Enjoy Boating 10% Duty (Patriotism) 24% Other (Cook) 1% Teach (Instruct) 10% Learn Specialized Skills 30% Source Matthew D. Dooris, USCG 9
Primary Sources of Member Satisfaction Sense of duty, accomplishment and patriotism 23% Ability to work with active duty Coast Guard 8% Ability to perform operational missions 28% Ability to learn specialized skills 4% Ability to teach/instruct 4% Source Matthew D. Dooris, USCG 10
Primary Sources of Member Dissatisfaction Lack of Learning Opportunities 4% Security Requirements 9% Poor Leadership 17% Too Expensive 2% Burdensome Administration 24% Too Many Meetings 9% Too Military 6% Not Military Enough 6% Lack of Recognition 2% Lack of Need by CG 4% Limited Access to CG Facilities 2% Lack of Mentorship 4% Unfriendly Members 11% Source Matthew D. Dooris, USCG 11
Satisfaction vs. Dissatisfaction Comments from the 2005 Membership Survey This survey was completed by 2030 auxiliarists. The survey presented only two open-ended questions as follows: What aspect of the USCG Aux do you find most rewarding? What aspect of the USCG Aux do you think is most in need of changing? This resulted in 239 pages of comments. The top eight responses in each category are shown on the next slide. Source COMO Charles G. Morris, Member Survey 2005: Satisfiers and Dissatisfiers, USCG AUX, 2006 12
Survey Responses Shown in Order of Occurrence Satisfaction Overall mission (serving country) Participating in operations Fellowship Training received Providing public education Working with Coast Guard Performing RBS missions Performing VEs Dissatisfaction Information Services Personnel Services and PSI Leadership Training Organization as a whole Money Communication Missions Source COMO Charles G. Morris, Member Survey 2005: Satisfiers and Dissatisfiers, USCG AUX, 2006 13
What Attracts New Members to the CGAUX? Enthusiasm Friendliness Fun Boating Adventure Good-looking uniform Chance to serve the country and do something important Desire for more knowledge in boating and seamanship Chance to combine a hobby with volunteer service Admiration Desire to be associated with the LIFE SAVERS the US Coast Guard 14
What turns people off? Neglect Incompetence (poor leadership) Ill-informed, sloppy, unkempt, unfriendly, unprepared members or leaders Pessimism and complaining Cliques and power struggles Overwhelming administrative tasks Long, boring meetings 15
How do we keep our members engaged and committed? Steady communication Strong leaders Fellowship activities Each new member needs an assigned mentor Don t let folks disappear unnoticed Steady flow of thanks, encouragement and recognition 16
Trends in Membership USCGA, Civil Air Patrol, Power Squadron and Overall National Volunteerism Source Matthew D. Dooris, USCG 17
What Must We Do? Action Plans need to be developed for recruitment and retention at the Flotilla, Division, District and National Levels. A specially appointed officer can be established at all four levels. This officer should form a committee of dynamic people with relevant Auxiliary and life experience. The heart of the initiative will surely be at the flotilla level (Where the rubber meets the road ). 18
Responsibilities at the Four Organizational Levels National Spend some money on Nation-wide advertising. Seek out best-practice resources and communicate them downward. Prepare articles for National publications. Produce recruiting posters and brochures. District Present workshops at District Training events. Prepare articles for District publications. Visit the Divisions and show support, communicate often. Continued 19
Responsibilities at the Four Organizational Levels continued Division Coordinate, encourage and help with efforts of the Flotillas. Prepare and present training shorts for the Flotillas. Human Resources (or other appropriate officer) officers need to take a strong leadership position and mentor the Flotilla HR officers. Flotilla Execute the Plan. 20
Some Specific Suggestions Parents of Coasties Getting in touch with parents of recruits (enlisted career track) will have to be more or less by happenstance. When you hear of a young person entering the Coast Guard (possibly a friend of your own children), seek out the family and invite them to a meeting. Parents of Coasties are already emotionally invested and frequently make productive members of the Auxiliary. Cadet (officer career track) parents can be approached through the Academy Parents Associations. Continued 21
Some Specific Suggestions continued Scouts Seek out local Boy and Girl Scout groups and offer to do a presentation at one of their meetings. Volunteer to help with a Sea Scout Ship and transition the 17-year-olds into the Auxiliary, or, at a minimum do a program for them. Continued 22
Some Specific Suggestions continued Public Affairs PA creates prime opportunities to connect with prospects. Veterans will walk up to your booth and introduce themselves. Vets are often good prospects. Coast Guard vets are awesome prospects! Be absolutely certain that all Auxiliary participants at the PA event are in proper uniform and well groomed. Only one chance to make a first impression! Newspaper Articles Most editors and staff writers will be eager to work with you to develop an article promoting the Auxiliary. Be sure to provide some good action photos. Continued 23
Some Specific Suggestions continued Vessel Exams Every VE can include a promotion for the Auxiliary. Reserve the promotion for appropriate prospects. Posters A quantity of posters can be printed at reasonable cost. Posters could be produced at the National level, ensuring a consistent message, and distributed by ANSC. Web Pages Maintain an attractive, informative Web Page. Prospects from the National AUX website Robot The initial contact and follow-up are essential. These individuals are already interested. Continued 24
Some Specific Suggestions continued Brochures ANSC stocks an excellent brochure that promotes the Auxiliary. Keep Flotilla members stocked with these and be sure local contact information is on the brochure. Marine Dealer Visitors be sure to leave brochures promoting the Auxiliary (with local contact info), along with the RBS literature. Social Media Like Coast Guard and Coast Guard Auxiliary sites on your Facebook page. Post photos of uniformed auxiliarists in action. Continued 25
Some Specific Suggestions continued Bring a Friend Some (many?) flotillas tend to be dominated by members of retirement age (and older). This presents a possibly awkward image for a young prospect. Invite the young prospect to bring a friend or two. They can move through the membership process and training together. Match the Prospect with the Right Flotilla Few flotillas excel in all mission areas. Match the interests of a new member with the flotilla in which they have the best shot at integrating and being successful. 26
A Final Thought As stated earlier, the Coast Guard Auxiliary is not for everyone. It is imperative for the Flotilla Commander and/or Human Resources Officer to spend sufficient time with a new prospect (before starting on the application documents) to be sure they understand the expectations and responsibilities involved with joining and being a member in the Auxiliary. 27
SERVE WITH PRIDE LIVE THE CORE VALUES 28
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