Most week nights, people who tune to WJLA-TV, Channel 7, at 7:30 p.m. see contestants trying to win money on a game show called "Tic, Tac, Dough." Last night, they discovered a man trying to take money from the audience.

The special 30-minute show, called "An Evening With Marshall Coleman," was a fund-raiser for the Republican candidate for governor of Virginia. Coleman opened the program by saying that those who had tuned in accidentally were welcome to watch, but that the show was designed specifically for supporters who were watching at 400 parties throughout Virginia, including about 40 in Northern Virginia.

With a goal of $500 for each party, if all went as planned, the Coleman campaign raised $200,000 towards its $2 million-plus budget in the race for governor against Democratic Lt. Gove. Charles S. Robb.

Expenses for the program, which was shown on television stations in six cities around the state, will run between $30,000 and $40,000, according to Coleman press secretary David Blee.

The idea for the program, which made no direct appeal for money from persons not attending the parties, came from the 1980 Reagan presidential campaign, Blee said.

Coleman stressed his ties to the national Republican Party, saying the contest for the statehouse in Richmond, one of only two statwide races in the nation this year, is "important to the president, to me, and to Virginians."

Coleman said President Reagan, who is scheduled to appear at a Coleman rally in Richmond on Sept. 24, "has accomplished more in 200 days than any president in 50 years."

While firmly linking himself with the current administration in Washington, Coleman criticized Robb for ties to the programs of Robb's late father-in-law, former President Lyndon B. Johnson.

"Chuck really gets upset everytime I mention the Great Society." Colemand said. "I don't mean it personally," Coleman added, but said several of Robb's proposals, such as investing state employe retirement funds in home mortgages, are "vintage Great Society."

Also appearing on the show, which was taped i advance at a Richmond television station, were his running mates, Nathan Miller for lieutenant governor and Wyatt Durette for attorney general; Coleman's wife, Niki; Gov. John N. Dalton; Helen Obenshain, GOP national committeewoman from Virginia, and four members of the state's congressional delegation.