When the chief speaks from the crystal palace and says "We need more volunteers," how many of us high-five one another and look forward with delight to going forth to seek fresh bodies? It tends to be right up there with root canal and playing goalie for the pistol team. Here comes the begging, the prostration before our neighbors, as we pursue the same 10 percent of the population being pursued by every other volunteer organization.
Yes, we are noble; yes, we are needed; and yes, we have a proud tradition, but our approach is the same as that of those other organizations with which we compete for people. The sales and marketing folks would say that we need a gimmick or an edge-something that makes us stand out, that makes us unique and more desirable than the competition. The competition? We don't have any competition! The heck we don't!
The Marine Corps had a similar dilemma: how to make its branch of the service stand out and be more desirable than the other services. Somebody, somewhere-probably around a fire station coffee table-said "In every weakness there is strength." The Marines took their high dropout rate and low recruiting statistics and came out with "The Few, The Proud, The Marines." Advertising and recruiting were then based on the concept of an elite service that is selective in personnel, rigorous in training, high in setting standards, and the epitome of pride. Although I, as a sailor, know better, it has definitely worked for the Marines, and it can work for us!
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