1. Recruiting & Retaining
A Diverse Membership

2. Building our
Diverse Workforce
• Why are we embarking on an aggressive, pro-active
recruiting mission to build a Diverse Workforce?
• Who are we selectively recruiting?
• Where may we source these Diversity individuals?
•
• When we identify them, what will we say to "engage"
them?
• How (methods and suggested “talk points”) will we

3. Building our
Diverse Workforce
…And what is “WORKING
“for Flotillas to attract
New Volunteers!
You will return home with these
tools that have worked well so
you may begin recruiting your
NEW VOLUNTEERS!
3

4. Building our
Diverse Workforce
• Then...a bit about "Retention!" and
• About your “support mechanism” to
achieve these positive growth results
and
• Sharing “Best Practices” for the creation
of your Flotilla’s “Recruiting Team.”

5. Recruiting Work
(who is this person leading this mission?)
Recruiting & Headhunter + 41 years
Recruited, Hired Trained Recruiters
Coach, Mentor for Recruiters
Stimulate overachievers!
(Supporting your efforts to grow your Flotilla!)

6. …….. inspired by dedicated volunteers.. inspired by dedicated volunteers
In our daily conversations, we share our passion and
our enthusiasm with others.
This is subconscious or passive recruiting!

7. The Four Corner Stones:
Member Services
Operations and Marine Safety
Recreational Boating Safety and
Fellowship

8. As America’s volunteer
Guardians, Auxiliarists:
ActAct
ServeServe
InspireInspire
TrainTrain
PreparePrepare
EmpowerEmpower
The best way to prepare our future leaders,
is to “treat them as leaders!” DAC

9. Volunteer!!
The United States
Coast Guard Auxiliary
Don’t hide….
rather, seek!
(seek us out)

10. We are here…
…today to support recruiting &
retention of a Diverse Workforce…
(Diversity: pg. 5)
So, who are we selectively recruiting?

11. We are here today...
From where can we source
this diverse workforce?
pages 6-9

12. We are here today..
When we identify potential members,
what will we offer during the course of
our conversations? What might we
share to “engage” them?

13. We are here today..
The first conversation:
…possible “talking points” to
support that first “chat” with your
potential new Flotilla members….
pages 10-11
...and

14. We are here today..
Embracing Diversity and the “R” word:
RETENTION:
(supporting & encouraging new members)

15. Recruiting
• Achieve positive growth and achieve a Diverse Workforce
within our membership
• Growth has flat – lined: Average age of active members =
58…?
• Male Dominated, practically no diversity (look around)
• Create a better balance with:
- people of all cultures
- better age balance
• Create a more positive, “Diverse Workforce!”
• Our current balance can only be improved!
Why are we embarking upon an aggressive
and pro-active Diversity Recruiting Mission?

16. What additional factors motivate this effort:
• Desire for a planned approach to filling our
own organizational needs (all levels)
• Desire to have the ability to “look ahead” (3-5-10
years) at end-state goals (in support of the Gold
side) & work back to achieve them
• Stimulate Positive Growth
• Most importantly: achieve a “Diverse Workforce,"
blended #’s!
Recruiting

17. 17
Flotilla Leadership
Question: how would your
goals be impacted if you
were to add 6
new members to
each Flotilla, annually,
by 2013?
Recruiting

18. GROWTH!
Just Imagine…
If each Flotilla grew by 6 a year?*
Is this possible?
D9 =136 Flotillas = 3339 members
1st
year = add 816 = 4155 Total
2nd
year = “ “ = 4971 Total
3rd
year = imagine the possibilities?
REDUCE TO THE RIDICULOUS:
* on a flotilla level = 1 member every 2 months!
(Michael Jordan story…..4 X 8 rule!)

19. GROWTH!
Just Imagine…
Lansing Flotilla Doubled
Its Volunteer members in 2011 to 29
Currently: 33 Volunteers strong!
* with 5 Diversity Volunteers
2 new members in process
both are Diversity

20. Balanced Membership
• Proactive effort to attract mixed
cultures
• Proactive effort to attract other
generations
RESULTS = Incredibly talented,
“Diverse Workforce.”

21. Welcoming Diversity!
We can only begin to make improvements

22. Welcoming Diversity!
Remember: important human
elements are:
•Dignity
•Respect

23. 23
Past Recruiting
Methods
Past Commodores & FC’s:
• “…we reacted when someone showed
an interest…”
• “…Occasionally we knew someone...”
• “…Invited to attend our meetings…”
(that will scare ‘em away! ….speaking for our Flotilla!)

24. Past Recruiting Methods
continued……
• “Recruited to “fill existing slot...”
• Sent newsletter…”volunteers…”
“…Who has a boat?...”

25. Today’s Recruiting
Tactics
CREATIVITY!
New Ideas….New methods
INVITE! All Cultures &
Generations!
….talk about a tough task…

26. Today’s Recruiting
Tactics continued….
• What if we change the program to match
the strengths of potential new members,
their schedules & skills?
• CONCLUSION: we empower our new
members by working with their
interests, their own way;
How ‘bout them apples?

27. Today’s Recruiting
Tactics continued….
• Allow individuals to work their own
schedule...quite a concept change?
• Moving this forward…..
(some creative, unusual recruiting
questions may be….)

28. Today’s Recruiting
Tactics continued….
Ask: “Where would YOU like
to work ?”

29. Today’s Recruiting
Tactics continued….
Ask:
“When would YOU like to work?”
(as opposed to “pre-set slots & times.)

30. Today’s Recruiting
Tactics continued….
Ask:
“…What would really interest
YOU?...knowing what YOU do know
about the Aux, if you could pick your
spot, where & how would you like to
volunteer?”
It’s all in matching and timing…(IT skills….mentoring, teaching,
on the water, VE’s, communications, Aux chef, etc.)

31. Today’s Recruiting
Tactics continued….
Today's Leaders
MUST adapt the
program to the members.
~ What a radical philosophy ~
kinda’ like sailing….adjust the sails!

32. Today’s Recruiting
Tactics continued….
Social media is a tool of the masses!
• Little or no cost to participate
• Instant exchange of information, opinion
• Mobility; One may participate “remotely”
WEBEX!
• Real-time dialogue among multiple parties
• Not restricted by geopolitical boundaries

33. Today’s Recruiting
Tactics continued….
Today’s Social Media
( from printed media to the internet )
Years it took to reach over 50 million users:
• Radio - 38 years
• TV - 13 years
• Internet - 4 years
• Ipod - 3 years
• Facebook - added 200 + million users
within 9 months

34. Today’s Recruiting
Tactics continued….
• 50% of world’s population under 30 yrs.
• 96% of the millennial generation (under
28) have joined social networking i.e.,
Facebook
• 1 of 7.2 US couples married in past 4
years met on a social network

35. Today’s Recruiting
Tactics cont.
Today, Volunteering Is Hot!

36. Today’s Recruiting
Tactics cont.
Today, Volunteering Is Hot!
• Lady Gaga tours
• Disneyland
• Ben and Jerry’s Ice cream
- “Scoop It Forward”
- "Berry Voluntary”
- "Brownie Chew Gooder”

37. • More than 68 million Americans
volunteered in 2010
• This was an increase of almost 1.6
million people vs. 2009 & an increase
of almost $10 billion in contributions.
The Corporation for National & Community Service Annual "Volunteering in
America" (Jan. 2010)
Today, Volunteering Is Hot!
Today’s Recruiting
Tactics cont.

38. Volunteers are passionate (aren’t you?)
Volunteerism is Hot!
Passionate people are often a pain
(strange fanatics)
»
Today, Volunteering Is Hot!
Today’s Recruiting
Tactics cont.

39. Are you sitting here pondering…..
So . . . How do I
recruit, motivate , and
mobilize these new
Flotilla members?
Today, Volunteering Is Hot!
Today’s Recruiting
Tactics cont.

40. Boy…..leadership is sure
challenging, is it not?.......there
are never problems….
Today, Volunteering Is Hot!
Today’s Recruiting
Tactics cont.

41. “…Some cats got it
some cats don’t..”
1954 ?????
Today’s Recruiting
Tactics cont.
Today, Volunteering Is Hot!
The Big Bopper!”

42. 1st
Question:
What variables are forever constant?
Why people volunteer never changes
Why do people do the things they do?
Your Mission is constant: it does not change.
Today’s Recruiting
Tactics cont.
Today, Volunteering Is Hot!

43. 2nd
Question:
What has changed?
HOW people volunteer has changed because
the world has changed.
Today, Volunteering Is Hot!
Today’s Recruiting
Tactics cont.

44. 3rd
Question:
What are the changes that are affecting recruiting
for your Flotilla?
“ Attitude Change # 1:
Today’s People are Isolationists:
From previously, committed, long-term, loyal
members to non-committed, feel-good , loosely-
connected individuals. (The Corporation for National & Community
Service Annual "Volunteering in America" Jan. 2010 )
Today, Volunteering Is Hot!
Today’s Recruiting
Tactics cont.

45. Today’s Recruiting
Tactics cont.
What are the changes that are affecting recruiting
for your Flotilla?
“ Attitude Change # 2:
Technology induced: From Face-to-Face to micro-
volunteerism, crowd sourcing & “friendship via
internet.” (The Corporation for National & Community Service Annual
"Volunteering in America" Jan. 2010 )

46. Why do Volunteers
quit?
• They are not invited to volunteer: Personal
invitations to serve are more appealing to
prospective volunteers
• Volunteering takes up too much time
• Do we “suck the time” out of them?
• Organizations try to make a square peg fit in
a round hole: Skills-based volunteering can
bring in new volunteers.
* “Volunteering Power News” Oct. 2011

47. What Strategy Shall
We Follow…....
7 Sins of Recruiting *
Sure-Fire path to Failure!
* Not necessarily “our” Sins!

48. What Strategy Shall
We Follow, cont.
7 Sins of Recruiting
# 1. Expect announcements to work
(marketing verses direct recruiting)

49. What Strategy Shall
We Follow, continued….
7 Sins of Recruiting
# 2. Going at it SOLO!
Develop a Recruiting Team!

50. What Strategy Shall
We Follow, continued
7 Sins of Recruiting
# 3. Ask for ”marriage as opposed to a date!”
(nothing wrong with asking for a commitment,
but not on the 1st
date!) 

51. What Strategy Shall
We Follow, continued ….
7 Sins of Recruiting
# 4. Ignore the “Anchor” generations
(from experienced veterans to 20’s & 30’s)

52. What Strategy Shall
We Follow, continued
7 Sins of Recruiting
# 5. Assuming that NO means NO!
Hint: Get the “No’s” out of the way up front -
work thru the No's!
- Not Now
- Not this Job
- Not with the present leadership
- Not in your lifetime

53. What Strategy Shall
We Follow, continued
7 Sins of Recruiting
# 6. Falling into the impatience trap.
Translation:
“But I need a new person now!”

54. What Strategy Shall
We Follow, continued
7 Sins of Recruiting
# 7. The 4 dreaded “Oh, by the way’s” new
members of any group fear:
All new members pay dues (why not offer the 1st
year free?)
Each member must make calls and raise revenue $$
All volunteers must work at the boat show booth
All members must attend all the meetings & training
sessions.
their response: “…by the way….…..I’m outta’ here!..

55. What Strategy Shall
We Follow, continued
So the $ 128,000.00 questions
are :
(as we had a $ 64,000.00 question)

56. What Strategy Shall
We Follow, continued ….
How do I ask so that I get a “YES?”
…..avoid sins # 1-7!
implement Flotilla “Recruiting Team”
Internet Research person (feeds info to contact person)
Contact person – makes that 1st
call
Presentation Team *
Individuals, Association & Club presentations
FSO-HR – manages paper flow
FC – is team lead for this
* bye-the-way – when meeting with women, have 2 members present!

57. Today’s Recruiting
Strategy continued….
So how & where do we start to
source & recruit your new Flotilla
members?

58. What Strategy Shall
We Follow, continued
Lets get creative
The obvious verses the not so obvious

59. Where may we Find
our New members?
(pg. 6-9)
• DAC working w/USCG Recruiters
(9 Recruiting Stations in USCG 9th
- see document)
• Flotilla’s Facebook page
• Postings for VOLUNTEERS (Google search for publication serving
diversity group’s in your area – many offer this free posting service …
see posting sample)
• LinkedIn
• Google for Diversity associations, organizations (potential organizations
names will be forwarded to you-see example next page)
• www.zipskinny.com (see sample page)
• African American Fraternity & Sorority Alumni Assoc.
(this is African American’s key professional network)

60. Where….? cont.
• RBSVP Partners
• Discharged Military (USCG!) personnel
• “Retired Officer’s Association” (major cities)
• Nautical Associations (yacht clubs, fish, boat,
etc.)
• Volunteer Fire Departments & Police Dept’s.
• Boy Scouts, Girl Scouts, Red Cross (they
have parents)

61. Where…? cont.
• Discharged Military personnel
• High School Recruiting w/USCG Recruiters
(inner city schools!)-DAC will coordinate!
• Ask each Flotilla member to create a list of 25
people whom they know
(people who are circle of influence)
• Women’s professional organizations
• Religious Organizations –by Denominations!

62. Where…? cont.
• High Schools, Jr. Colleges and
most Universities require their
students to participate in
COMMUNITY
SERVICE ACTIVITIES *
accredited – required credit hours
* Call schools & ask for CSA Counselor!
These are our VolunTeers for 2030!62

63. Participate in the U.S.C.G. Auxiliary
Before Active Duty* (pg. 16)
• Auxiliary members can and do train at local units;
• Must be minimum age of 17 to Join Auxiliary (no
max. limit);
• As Auxiliary boat CREW or COXN one may enter at
pay grade E-2 or E-3, respectively;
• Auxiliary members can train as crew with the USCG
on 25’ RB-HS rescue boats;
• May qualify to be watch standers & acquire other
competencies at local units;
• Auxiliary members work with and support local
units/sector headquarters;

64. Where, cont. ?
African American Publications:
(see clippings example)
Marcus Jefferson: Publisher of Michigan
Bulletin (like Crain’s Bus Pub)
• Generated 3 new pot. Members * ABS
attendees and referred me to his friend,
President for:
• *Black Chamber of Commerce
( Presentation tentatively scheduled May – see Mich.-United Tribes
PPP)

65. Where , cont.?
• View Darlene Husband Photo
Recruiting folder

66. Where, cont. ?
VOLUNTEER POSTINGS
(pg. 17) and paper samples
•

67. Diversity Sources?
Google search results:
Key to success: Impossible to target individuals :
Work through organizations!
Organizations within Cleveland, OH
American Native – Black or African American –Hispanic American or Asian
American or Pacific Islander
(US Coast Guard Aux ENROLLMENT APPLICATION)
Latino Organizations:
Latino Business Association of Northeast Ohio:
-http://www.holatoday.org/pages/english/latinobusiness/latinobusiness.htm
League of United Latin American Citizens (LULAC):
-http://lulac.org/
Cleveland Clinic:
http://my.clevelandclinic.org/Documents/Diversity/Diversity_Annual_Report_08.pdf
Ohio Association for Multicultural Counseling and Development (OAMCD):
-http://www.oamcd.org/
Google: African American Fraternities and Sororities

68. Diversity Sources?
Google search results cont,
African American Organizations:
Consortium of African American Organizations:
-http://www.caao.net/
Black Professional Association Charitable Foundation:
-http://www.bpacf.org/
National Black MBA:
-http://www.clevelandblackmbas.org/
The Norman S. Minor Bar Association, The Premier
Organization of Cleveland’s African American Lawyers:
- http://www.nsmba.org/

69. Diversity Sources?
Google search results cont,
Asian Organizations:
MotivAsians for Cleveland:
-http://www.motivasians.org/
Asians and Friends Cleveland:
-http://www.afcleveland.org/
Organization of Chinese Americans of Greater Cleveland:
http://www.ocagc.org/ “We are dedicated to promoting cultural heritage, active
participation in civic and community affairs, securing justice, and equal treatment
and equal opportunity for all Americans of Asian Pacific Islander descent.
"Embracing the Hopes and Aspiration of Asian Pacific Americans in the United
States".
General:
Women’s Professional Organizations
African American Fraternity or Sorority Alumni Organizations
Religious Organizations (Professional)

70. “What to say?”
(pg. 10)
• Lets get down to the nitty-gritty”
• How do I contact them?
• What do I say?
• What if they say “No!” ?????
• How may I “engage a group” to
recruit ?

71. “What to say?” cont.
• How to Find individuals “hot
buttons?”
• What are peoples passions?
• People perform tasks, do things for
their reasons, not ours!
• Everyone is motivated….
Why? and to Do What?

72. 3 Levels of Motivation
• Must have a CAUSE
• Must have a relationship (within
that “causes group.”)
• And the real motivation:
“WHAT’S IN IT FOR ME?”

73. Motivation cont.
When we call and/or eventually meet
we must answer these 3 questions:
(bottom pg 11)
1. What we do: We perform missions, etc…..
2. We have new members of 1-2
months, veterans of 10 years,
great coaches to mentor you and
3. You too will impact many individual’s lives and
possibly save many, as we promote boating
& water safety and more.

74. Lets talk…..
Answering the
CAUSE
RELATIONSHIP and
WHAT’S IN IT FOR ME (for the listener)
Questions:

75. Lets build our “pitch”
• Write your “pitch” answering:
– Who are you & with whom?
– Ask permission to speak
– Tell who USCG Aux is
• We learned about your <name> and that <what they
do>
– We are also volunteer organization and we are
similar in that < what is similarity?>
Draw parallels!
Invitation to meet!
Confirm where, when and why

76. Give your “pitch” a pitch
Partner up and “pitch your partner
• Take 5 minutes to practice w/partner.
• Listening partner takes notes.. critique
Who would like to share their presentation?
Michael Jordan practiced his shots for hours upon end….
…next….

77. Practicing your “pitch”
cont.
…..Let’s review…..
– Who are you & with whom?
– Ask permission to speak
– Tell who USCG Aux is
– We learned about your organization <name> and that
<what they do>
– We are also volunteer organization and we are similar in
that < what is similarity?>
Draw parallels!
Invitation to meet!
confirm where, when and why
….18 seconds!...

78. Using the “Echo”
to listen:
• How to respond to a “No”
• Listen using the 80/20 rule
- Framing
• The “I” word
• The “echo” method of listening

79. Using the “Echo”
to listen: cont.
Me: Jeff , we are looking for volunteers to help
us in an event. You have an interest in boating
and water safety, and you have some skills
that we could use. I think that you could really
help us plan our monthly education meetings.
Jeff: Oh man… I could never do that. Do I have
to be on a committee?....I hate those…

80. Using the “Echo”
to listen: cont.
• Me: Have you had a bad experience on a committee?
• Jeff: Yes, I once was on a Rotary committee. I hated it. We met
every week for two months. The meetings were unorganized.
The leader (and I use that term loosely) didn’t know how to lead
a meeting.
• Me: In our Flotilla, we don’t believe in committees either. We
put together TEAMS of movers and shakers who are able to plan
the event in one meeting where we define the mission, the
budget and schedule. Then we empower you to get it done.
The Flotilla team leader meets with you to see how to help fulfill
your team role. I think you would be perfect for this team as a
shaker and mover.
• Jeff: Sounds like my kind of team.
Remember: develop your future leaders by treating them as a leader!

81. A bit about RETENTION..
Once they are with us, how may we keep them?
(pg. 15)
• How do we keep our members?
• How do we maintain the quality
• How do we retain the passion?
Performance coaching
Position descriptions
Formalized expectations both ways
Welcome letter (Congrats & Welcome)
Mentoring new members – 6 months?

82. A bit about RETENTION
continued….
• Written evaluations: 1 on1 reviews
• Hand written notes* expressing gratitude, etc.
• Offer flexibility w/scheduling & opportunities
• A good meeting is a short meeting
• Monthly meeting (Training focused vs. FSO reports)
• Focus on communication: immediate, timely
• Let then know they are making a difference
• Immediate feedback is critical – timely!
• Do your leaders know how to lead?..
* Receiving a real handwritten thank you note is rare!

83. A bit about RETENTION
continued….
Why people quit
The TOP seven reasons
volunteers quit:
• No flexibility in volunteer opportunities or scheduling
• Too much wasted time in useless or unproductive meetings
• Lack of communication
• Lack of professionalism
• The feeling that the volunteer is not really making a difference
• No feedback from leadership about how the volunteer is doing
• The volunteer leader who doesn’t know how to lead

84. A bit about RETENTION
continued….
• Communicate expectations
– State the expectation
– State the reason (why do we do it this
way)
– Tell the story
• Train
• Hold Accountable
• Give Feedback
• Empower
• Send thank notes…..real mail is

85. A bit about RETENTION
continued….
• Feedback Credo:
Without feedback, we do not know
where we stand!...
…….and I hate that!

86. Your Flotilla’s
Recruiting Team
• Build your team - It works!!!
• Refer to my e-mails
• Meet regularly
• Set a goal:
# contacts per month
# presentations per month
Create Open house Jan – Feb
during crummy weather - get people out!

87. End Result
Our Recruiting Goal:
“ACHIEVE A DIVERSE WORKFORCE”
This will then present us with a diversity of thoughts, minds & ideas!
• Friendly Competition among your Division?
• Recruiting e-newsletter?
• Team Effort – not a singular event
• Telephone support!
• Telephone groups: “Sharing Best Practices?”

88. New Member Resource
# 5029 USCG Aux National Supply Center
• Provide to “qualified” potential, new members!

89. Thanks to…
Thomas W McKee
Advantage Point Systems
Volunteer Power
Author: The New Breed
18 Sept., 2010 Workshop, Dallas:
“Volunteerism in the 21asr Century”
The Corporation for National
& Community Service
"Volunteering in America" (Jan. 2010)
Laurie Johnson
US Global Mobility
Phoenix, Ax.
Erin Reagen
Reagen & Associates
Sydney, Australia
King Hanna
SO-HR
22-03