Fwd: [Psml] RE: America's Boating Club - another perspective

[John & Judy Gill]

I would like to expand on David Howe's recent post about another  
perspective to America's Boating Club.

I agree with David, because the "product positioning" is completely  
wrong.  For Squadrons like Pennsway which is not near any single  
boating area, it is very close to being false and deceptive  
advertising.  Why try to be just another boating or yacht club?

USPS membership is decreasing and has been on a decline for many  
years.  USPS used to advertise its public boating courses, we used to  
advertise the benefits of membership, we used to advertise the good  
works of our members.  We used to be a visible and widely recognized  
organization whose members were held in great esteem, but today we  
are largely an unknown in the boating community.  Why, because USPS  
does not believe in promoting ourselves, we spend zero advertising  
dollars in the boating magazines and then wonder why they don't run  
articles about us?  The young editorial staffs of local newspapers  
and boating magazines have little or no idea who or what USPS is, and  
for good reason -- we don't contribute one thin dime towards their  
paychecks!

People know about the USCGAux.  Why?  Because their members talk  
about the Coast Guard this and the Coast Guard that.  They teach  
Coast Guard Courses, do Coast Guard Vessel Safety Checks, go on Coast  
Guard water patrols, etc.  Rarely will you hear them use the word  
"Auxiliary".  A recent case in point was when our SEO contacted the  
editor of our local newspaper asking him to include our courses in  
his boating column -- he stated that they only published courses  
taught by nonprofit organizations like the Coast Guard or the State  
-- he had no idea who or what USPS was or did!

The sole promotional effort by National is the "Power of One" -- to  
someone like me who has been in the advertising business (35 years)  
is that simply means we do no advertising beyond "word of mouth" and  
membership is solely a local Squadron problem (no ad slicks or copy  
is provided).  When was the last time your District newsletter  
contained an article by a National officer OR when was the last time  
your Squadron newsletter contained an article (other than reservation  
forms for a District or National meeting) from your District officers  
or National?  Responsibility and blame are pushed downward, but help  
from above is not forthcoming.

I have been preaching for several years that the KEY to membership  
and member retention is FRIENDSHIPS.  People join a local Squadron  
for one or two reasons.  They either have a particular need for  
advanced courses OR they have a Friend in the Squadron.  Joining has  
virtually nothing to do with joining a prestigious organization (you  
simply can't be prestigious if no one knows about you).  Don’t  
believe me, ask 10 of your Life Members who their best friends are  
and whether or not they are USPS members (exclude their friends who  
are not in your squadron).  Of those 10 Life Members who have their  
SN ask if they have really put to use ALL their USPS education, or  
which courses they honestly could have omitted and not put their boat  
or lives in jeopardy.  Go up and down your dock and ask fellow slip  
holders what their perception of USPS is or does.

Many on this list have said that it is STATURE that is important to  
membership, but the reason for my becoming a Life Member is because  
of the many FRIENDS I have in the Squadron whom I respect and want  
them to think likewise of me, not any personal stature I’ve gained  
through membership!

Todays young people are often vilified as being non joiners and not  
civic minded.  But, that simply does not jive with our current  
military service, without the draft.  The problem, if there is one,  
is that it now takes two salaries to make ends meet.  The only  
negative I have seen is that some of our young members go on the  
bridge, not out of commitment to the squadron, but rather as a resume  
builder (to show that they have leadership abilities - in a civic  
service organization).

If we were really serious about promoting membership, we would have a  
Benefits Brochure with ALL the DISCOUNTS and who, what, when, where  
and why questions answered and/or Discount Order Forms Enclosed.   
Publish a brochure once a year -- let the Membership Committees have  
unlimited copies and watch our membership grow.  Run a few  
advertisements in national and regional magazines about USPS, our  
advanced and elective courses and member benefits and watch our  
membership grow.  Watch our prestige, stature, image, and membership  
soar!

The number of boats is increasing and membership in USCGAux is  
increasing while USPS membership is decreasing - therefore it stands  
to reason that WE must be doing something wrong.  Status Quo no  
longer means to remain the same.  Like any business venture, you  
either grow or you go out of business!

John R. Gill, AP
Pennsway (PA) Squadron
Life Member
Ch/Mem/Com, Ch/ABC, Ch/VSC