Coast Guard Mutual Assistance Expands Support with $4 Million Grant

Coast Guard Mutual Assistance Expands its Support Infrastructure

In a moving step to bolster the support it provides to the Coast Guard community, Coast Guard Mutual Assistance (CGMA) has announced that it has been awarded a significant grant of $4 million from Lilly Endowment Inc. This funding aims to enhance the organization's capabilities to assist Coast Guard members, their families, and the greater Coast Guard community as the demand for support continues to rise amid expanding service parameters.

The $4 million grant is part of a broader initiative in which Lilly Endowment has distributed funds to 18 military and veteran service organizations across the country. The primary goal is to fortify their operational capacities while enhancing the direct aid provided to service members and their families. This initiative signifies a solid commitment to ensuring that those who serve in the Coast Guard receive timely and effective help when they need it most.

Improving Training and Support Systems

One of the essential focuses of this grant is to elevate the training and operational efficiency of CGMA's volunteer representatives who are actively involved across various Coast Guard units. CGMA operates with a small team that collaborates with over 600 volunteer representatives stationed around the globe. With this funding, CGMA intends to standardize the onboarding process and ongoing training for these volunteers, thereby improving the quality and consistency of the help they provide.

Investments planned under this grant include the creation of standardized training materials, the introduction of a Learning Management System (LMS) for onboarding and ongoing training, and the establishment of recurring online town halls and an annual training conference. Additionally, CGMA plans to implement a more secure process for eligibility verification and to introduce surge case-management support—essential as the number of cases continues to grow. A robust program evaluation and impact measurement strategy will also be introduced to track the effectiveness of new implementations.

Modernizing Outreach and Engagement

In addition to strengthening its training programs, CGMA will use a part of the grant to enhance its communications and outreach strategies. A new dedicated communications and marketing function is to be established to boost awareness of CGMA's services and to engage donors more effectively. This will ensure that Coast Guard personnel are made aware of available support early in their careers, ideally before financial strains escalate into crises.

To achieve these goals, CGMA plans to recruit a Chief of Communications and Marketing, expand its creative and digital outreach capabilities, produce engaging video content, and redesign its website to enhance user experience. Moreover, the strategy will seek to increase visibility at community events and through sponsorships while exploring the use of automation and artificial intelligence (AI) to facilitate communication with stakeholders and enhance donor engagement.

A Future Ready to Support

“This investment strengthens CGMA's ability to serve Coast Guard families with greater consistency, speed, and care—while building the infrastructure we need for the future,” commented Brooke Millard, a retired Coast Guard commander and the current CEO of CGMA. “It ensures we remain ready to Help Our Own, at the speed of need, for generations to come.”

About Coast Guard Mutual Assistance

Coast Guard Mutual Assistance serves as the official aid society of the U.S. Coast Guard, dedicated to fostering financial stability across the Coast Guard community. Utilizing a model that emphasizes shared resources and credible support networks, CGMA actively works to transform financial distress into enduring stability. In 2024, the organization addressed over 6,000 requests for financial aid, providing upwards of $8.5 million in support.

For more insights, visit mycgma.org or follow CGMA on Facebook and Instagram (@myCGMA).

About Lilly Endowment Inc.

Lilly Endowment Inc., established in 1937 in Indianapolis by J.K. Lilly, Sr. and his sons, represents a private foundation dedicated to fostering community development, education, and religion. Although supported primarily through stock gifts from Eli Lilly and Company, it operates distinctly with its governing board and location. The Endowment pursues initiatives that align with the founders’ vision of enhancing the quality of life within communities.