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Volume 114, Issue 4
Message from the Chief of Staff
Eliminating Friction to Grow the Auxiliary
Retailers sometimes talk about eliminating “friction” – removing barriers to sales, whatever they
may be. The idea is to make it as easy as possible for a customer to browse and buy. That is why
you’ll sometimes see store doors propped open even on cold winter days before the holidays.
Retailers have found that even small obstacles can hurt sales, especially in today’s service focused
world and especially when shoppers have so many other options like on-line shopping.
Right now, it is clear that those of us who love the Coast Guard and Coast Guard Auxiliary will
have to do all we can to recruit and train new members in order to effectively carry out our current
commitments and to be able to accomplish the new missions that are opening up to us – especially
the increasing opportunities to serve alongside the active duty Coast Guard. While we may not be
able to do much about the new sources of friction that are impacting our recruiting and especially
our retention of members such as dues and mandated training, we can and should do everything we
can to eliminate the friction felt by our newest members and candidates for membership.
All of them need to be made to feel welcome. They all need to learn about the Auxiliary and to
buy uniforms and to become active, probably through training and gaining a qualification as soon
as possible. The things we can do to help are both easy and fun and will make all the difference.
Take a potential or new member “under your wing” (under your hull just doesn’t sound right!).
Offer or arrange to sit with them as they work on their mandated training requirements. Take the
time to take a group to Woodbine, NJ to help them buy uniforms or if that isn’t practical, please
help them order on-line. Find an activity in which they can easily participate and help them get that
first qualification. Call them and encourage them to attend meetings and fellowship opportunities.
Take them to D-Train.
These small steps and the many more each of you can think of for specific situations and members
will pay off! As a small businessperson, I was a member of many groups, some of which were
important to me but most of which just wanted my dues and time. When I was recruited into the
Auxiliary from a BS&S class, it was the opportunity for training and being a part of the Coast
Guard that first attracted me to the organization. My flotilla’s HR officer saw that and made sure I
knew about the training opportunities and he called me periodically the first few months after I
joined. He took me to Woodbine (as a new member I was very uncomfortable buying uniforms
and he made it easy). All of these efforts on the part of veteran members made me feel welcome
and valued. It was an experience that was far more welcoming than I’d felt in any other group. I
know that these aren’t new ideas but they do work! It made all the difference for me!
Thomas J. Dever
District Chief of Staff
U.S. Coast Guard Auxiliary
5th District-Northern Region