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Recruitment and Retention of Members in the

U.S. Coast Guard Auxiliary

Robert J. KuhnDCDR 053-19-05National Branch Chief, Advanced Training Directorate

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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.

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Why do we need an initiative on Recruitment and Retention?

1. Our membership is aging and recruitment of newmembers is lagging.

2. We lack a vision of how to attract and retain new people.

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Whose job is recruitment and retention?

• Elected officers• Appointed

staff officers

• Every auxiliarist

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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

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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

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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.

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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.

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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

10Source Matthew D. Dooris, USCG

Primary Sources of Member Satisfaction

Ability to work with active duty Coast Guard 8%

Sense of duty, accomplishment and patriotism 23%

Ability to perform operational missions 28%

Ability to learn specialized skills 4%

Ability to teach/instruct 4%

11Source Matthew D. Dooris, USCG

Primary Sources of Member Dissatisfaction

Lack of Learning Opportunities 4%

Security Requirements 9%

Too Expensive 2%

Burdensome Administration 24%

Too Many Meetings 9%

Poor Leadership 17%

Lack of Recognition 2%Lack of Need by CG 4%Limited Access to CG

Facilities 2%Lack of Mentorship 4%

Unfriendly Members 11%

Too Military 6%

Not Military Enough 6%

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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

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SatisfactionOverall mission (serving country)Participating in operationsFellowshipTraining receivedProviding public educationWorking with Coast GuardPerforming RBS missionsPerforming VEs

DissatisfactionInformation ServicesPersonnel Services and PSILeadershipTrainingOrganization as a wholeMoneyCommunicationMissions

Survey Responses Shown in Order of Occurrence

Source COMO Charles G. Morris, Member Survey – 2005: Satisfiers and Dissatisfiers, USCG AUX, 2006

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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

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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

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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

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Trends in Membership – USCGA, Civil Air Patrol, Power Squadron and Overall National Volunteerism

Source Matthew D. Dooris, USCG

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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”).

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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…

Responsibilities at the Four Organizational Levels

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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.

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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.

Some Specific Suggestions

Continued…

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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.

Some Specific Suggestions continued

Continued…

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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.

Some Specific Suggestions continued

Continued…

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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.

Some Specific Suggestions continued

Continued…

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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.

Some Specific Suggestions continued

Continued…

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Bring a FriendSome (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 FlotillaFew 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.

Some Specific Suggestions continued

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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.

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SERVE WITH PRIDE

LIVE THE CORE VALUES

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