Do you know how you would answer this question: What does your unit do? Would you start naming all of the American Legion Auxiliary’s programs, mention events, use our tagline — a community of volunteers serving veterans, military, and their families? 
 
None of those things are wrong … but they’re more of what you would use for a broad elevator speech (see the May 2025 issue of Auxiliary magazine for more about elevator speeches). For this question, let’s think about a specific and focused response about your unit. This would be for someone who knows who the Auxiliary serves but may not know what your ALA does in your community. 
 
Also, consider this: Think of what your unit does as a “product.” What is the function of the product — why is it needed? Knowing the answer to this important question will help you in the promotions and marketing you do for your unit and with member recruitment. Potential members will have a clearer understanding of the organization they’re considering joining. 
 
You may be thinking, My unit does so much; how do I come up with an answer that’s not too long? We get it — the ALA has many programs, and members serve the mission in multiple ways. It can be overwhelming to explain them all. So, it’s best to focus on the ones your unit does best. Let’s examine a few questions to narrow down what your unit does best:
• What are local activities your unit does specific to your community?
• What events or service projects do people in the community probably picture when they think of the ALA?
• What activity or program is your unit most proud of? 
 
Now that you’ve answered the questions above, let’s elaborate. Think of how you can toot your own horn in the answer. For example, if your answer is, “We host stand downs for homeless veterans.” Instead, boost that statement by showing your worth, and adding: “We’ve hosted stand downs for 10 years, and in that time, we’ve served over 500 veterans.” See the difference in those two statements? Which one would pique a prospective member’s interest more? 
 
If you’re struggling to find what your unit is good at because you feel stretched too thin to do everything, think of doing less. Ever heard the phrase less is more? Maybe focus your unit’s energy on two big ALA programs like Veterans Affairs & Rehabilitation and Junior Activities, for example, vs. the myriad of other programs we offer. This will help you run things more efficiently and devote time to areas that need it most.
 
Just remember: Your answer to this question is your time to brag on your unit and make it shine! 
 
 
How does your unit spread the word about what you do? Are you using:
• Social media?
• Posting and distributing flyers at community events/meetings?
• Hosting public events?
These are great (and often free!) ways to get people to know more about you. 
 
Feeling overwhelmed?
• Choose the ALA programs your unit can do well.
• You don’t need to do everything.
• Devote your time and energy to just a few ALA programs and activities or events.