“At The Home Depot, we hold a special place in our hearts for those who serve our country, and we appreciate the unique challenges and sacrifices military families face.” - Erin Izen, senior director of Military Relations for The Home Depot

Veteran Owned Companies:

Veterans are know for being hard chargers, so it should not be a surprise that a lot of businesses were founded by or are currently owned by veterans. One great example is Freddy's Frozen Custard and Steakburgers, where all of of their locations are adorned with photos of the company's namesake Freddy Simon, a WWII veteran.

Many Freddy's locations offer a veteran discount and upon speaking with the franchise owner in the Denver area the VFW learned the store POS systems can generate reports to show where the most veterans in the area take advantage of this offer. Based on that feedback, VFW Post 9644 held a veteran's night at their nearest Freddy's. The Post even partnered with another veteran organization to bring more veterans together.

National Brands

Many VFW Posts are already aware of and participate in Team Depot events. For those who are not, a Team Depot event is where Home Depot employees volunteer on a community service project, supported by their local store manager, and they provide all the material, equipment, and safety gear that is needed.

Grocery stores are often the prime spot to hold a Poppy Drive. King Soopers, the Colorado brand within the Kroger chain, has been very accommodating in the Denver area. However, they go above and beyond every December when the VFW partners with the Colorado Aviation Business Association (CABA) to conduct a holiday airlift. When it comes time to purchase the canned goods that will be flown around the state King Soopers significantly discounts the goods, and pallets of food are loaded onto a semi and delivered to the Centennial Airport.

Then we have the companies that make up the National Support Partners like Burger King, SportClips, and my personal favorite, Humana. For over a decade I have been working with Humana on veterans issues. In fact, it started before I was heavily involved with the VFW, when I worked out a special discount for Humana patients on hearing aids. Later, when I re-connected with the Humana veteran team at a VFW convention, it only made sense to keep growing that relationship.

My Post has partnered with the local Humana sales team on Poppy Drives, to support the Memorial Day Ruck March (the largest single-day canned food drive in the state), and Vietnam Commemorative Pinning Ceremonies. I have educated Humana sales reps on how to identify presumptive conditions when speaking with their veteran clients, and given them the tools to refer that veteran to an accredited service officer. In addition to providing the VFW with much needed volunteers, and encouraging their eligible employees and customers to join, the Colorado Humana team has provided valuable sponsorships to local events. Humana routinely purchases a table at the annual Post 1 Gala, they have been a title sponsor for the above ruck march, and Humana was a corporate sponsor of the 2024 State Convention. Along with the other sponsors and advertisers, the convention book turned a $5000 profit this year.

Local Businesses

Every community, big or small has plenty of businesses that are veteran friendly. There is a local bowling alley near the Denver Federal Center that offers free bowling to veterans on Tuesdays. The veteran only has to pay for shoe rental and my Post has held member appreciation events at this location. We pick up the cost of renting the shoes knowing our members will end up spending money there on food and drinks, thereby supporting a business that supports us.

Post 1 also subscribes to a semi-monthly postcard delivery service called Boomerang, to give our members a discount to local businesses. We use a portion of a member's annual dues, or the life member payout, to fund this program so that our members get something of value in return for their dues. The postcards are geo-coded to make sure the participating business is near enough to the veteran to increase the likelihood the coupon will be used. FYI, this falls under the Ninja Recruiting activity "member appreciation."

As you can see the card is customized and, per standard business practice, it puts our brand in front of the member ("customer") six times a year. Meaning an annual dues notice won't be the only time the member hears from the Post all year while demonstrating we appreciate them. Take note of the social media post above, confirming that the member also appreciates us.

Even though this is a paid service, for Posts with more time on their hands than money, nothing stops them from approaching local businesses and creating similar arrangements. A local coffee shop or bakery may be more than willing to split the cost of sending postcards to your members a few times a year. For even less money the Post could create an email campaign. The options an opportunities are endless.

Veteran Employers

Find out who in your community employs veterans. Some, like Coors or DaVita, have established veteran groups whereas small companies may be less formal. Speak to these groups and provide the them with something of value. For example, in Colorado our Service Officer and I were guest speakers when several of these groups held their monthly meetings. We provided information relevant to the PACT Act and assisted veterans who needed help filing their claims. You could invite these groups to hold their meeting at your Post.

Once the company gets to know, like, and trust the VFW, the relationship can blossom into a true partnership. That employer is more inclined to participate in and support VFW events. On more than one occasion Coors provided in-kind beer donations to support a Colorado hospitality room at the National Convention. DaVita is currently partnering with the VFW to post flyers in over 3200 dialysis clinics to promote the VFW Service Offices, showing that partnerships are not always about the exchange of money. As long as the partnership is helping veterans it is worth the time and effort.

Conclusion

If we refer back to the military concept of a force multiplier we all recognize the value of partnerships. Especially when the partners bring to bear resources that are otherwise unavailable to a Post. But also refer to the live-to-give mentality and understand the difference between a partnership and a handout.

Be a partner to these companies in the true sense of the meaning, and witness that the more you give the more you shall receive.