This fall, retired Cmdr. Brooke Millard took the helm of Coast Guard Mutual Assistance (CGMA) as their chief executive officer (CEO). She plans to steer the organization into the future, as it also celebrates its 100-year legacy of support to the Coast Guard community.
As Millard puts it, “CGMA is an organization for Coasties, by Coasties.” Historically, CGMA was founded in 1924 by Coast Guard spouses, but became a quasi-staff element to Coast Guard Headquarters in 1941. Then, officers volunteered to be on the board of control. However, in 1996 CGMA became a nonprofit that initially served alongside the personnel service center. When PSC moved to the headquarters building in 2013, CGMA stayed in Arlington, which solidified the separation. Still, CGMA’s Board of Directors is exclusively comprised of members of the Coast Guard community. The Commandant serves as chair and CG-1M, as Board president.
When Millard first arrived — only a few short weeks ago — she poured over the organization’s documents including 100 years of board of directors’ meeting minutes. She was looking for “information about the culture and business operations,” in addition to insights that might inform the next phases of the nonprofit.
What she found is that CGMA slowly became the “hail Mary pass” for members over the years. “I noticed that every year and every decade, journeymen, particularly E5 and E6’s asked for mutual assistance because of debts, credit card bills, rents they couldn’t afford and medical bills and funeral expenses not covered by insurance,” said Millard.
This is why her vision for the future of CGMA “is to become more proactive and supportive in creating financial resilience for Coast Guard members so that some day they won’t need CGMA,” she said, “I almost hope to put us out of business,” she mused.
Considering this path forward, Millard shares ideas on how CGMA can help. “I want members to create budgets and to be better prepared for PCS transfers, especially those who may move from a low-cost area to a high-cost area where the cost of living increases significantly.”
However, beyond practical steps toward financial readiness, Millard wants to create a cultural shift regarding the subject. “I would like to foster a culture of financial security so that people don’t feel like they’re alone,” explained Millard. “Politics, religion and money are the three things you’re not supposed to talk about at work. But we should talk about money. Those who have experience should teach others how to budget, save, and maximize their benefits,” she said.
CGMA plans to help members get in touch with the right people or organizations to meet their financial goals. “There are so many free resources for veterans, members, and families. I want to create a landing page of these free services.”
Also on the agenda is an increase in contributions to CGMA and changes to their donor portfolio. CGMA has traditionally only sought funding from retired and current Coasties but now that’s beginning to change. “We are diversifying our donor support base, to include corporate donations, private philanthropists. There are even donors and retirees who donate stock to CGMA or leave CGMA in their will. I am inspired by their generosity and courage,” said Millard.
As for contribution levels, Millard explained that in the 1960s, 80% of the Coast Guard workforce contributed to CGMA. Then, about 5 years ago it was at around 50%—and today it’s just 25%. However, 14% of active duty members utilize CGMA services last year. Millard added, “We will continue to communicate and keep our Coast Guard workforce engaged in giving when they can.”
The CGMA’s new CEO also plans to ensure that the Coast Guard workforce truly know who they are and what they stand for. Millard is going to tackle what she calls, “branding challenges with CGMA.” For example, in 1969 (and also throughout the years) the organization received requests for morale, wellbeing, and resilience activities to build a bowling alley and cottages “and that’s not our mission, CGMA focuses squarely on financial wellness.”
She added, “We don’t want our Coasties to be distracted by financial worries. If you’re in trouble financially we will get you back to where you need to be so that you can focus on the Coast Guard mission.”
Millard is uniquely qualified — both to have the backs of Coasties — and to handle the feats ahead for CGMA, considering her 21-year career experience as an active duty cutterman and writer at the Coast Guard. She most recently served as the captain of Bear and led 100 crew members on five successful deployments, one of which was a counter-narcotics deployment in which Bear interdicted 6 drug-laden vessels and prevented 8,500 pounds of cocaine from reaching the United States. Overall, this kept $90M out of the hands of criminals.
“I think it’s cool to have a cutterman and operator as the CGMA’s CEO,” said Millard. “As someone who is a ship captain and grew-up in the cutterman community, we always have the need and ability to improve things and to come-up with solutions with limited resources. If you’re at sea and something breaks you can’t call a plumber. When you’re sailing a tall ship you always have to think three steps ahead.”
Millard reasons that her experiences at sea can be easily leveraged to support the Coast Guard workforce in a different capability. She also hopes that it will make it easier for her to relate to the needs of Coast Guard families. “I think I might relate to a lot of people as a deckplate leader coming right off the ship and coming right into this job,” she said. “I have a ton of energy and I get things done.” Millard said that she only retired because she wanted to spend more time with her two children but stated unequivocally still, “I love the Coast Guard.”
Millard lives with her husband, Cmdr. Jesse Millard, their children: Peter (12) and Annie (10), as well as, her mother Gail whom she said is a huge support, especially during her time on Bear.
In her free time, Millard enjoys exercising, which she feels “is super important.” She also loves walking her dogs and taking them down to river to swim.
“When I think of 100 years of CGMA,” said Millard. “It’s really a cool time to come into this organization and help it grow for the next century. With my close connections to the service, I feel I am exactly where I need to be. I love serving our Coast Guard.”
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