FLASHBACK REPORT: National Guard Observance Highlights National Invest In Veterans Week®

In the March issue of The Focus, the National Guard Bureau’s official publication, National Invest In Veterans Week® appeared in the monthly observances section as March 1–7. While concise, the listing is notable: it places the observance within an established federal communication channel, alongside Women’s History Month, International Women’s Week, and other nationally recognized periods of reflection.

The mention coincided with a leadership transition in the National Guard. In a separate DVIDS release titled “CNGB Assumes Responsibility,” federal public affairs documented the assumption of duties by the incoming Chief of the National Guard Bureau.
Document reference:
https://d34w7g4gy10iej.cloudfront.net/pubs/pdf_72831.pdf

The operational overview accompanying this transition—ranging from space operations to domestic readiness and federal mobilizations—underscored the breadth of responsibilities the National Guard carries nationwide. Within such a context, the inclusion of National Invest In Veterans Week® reflects institutional acknowledgement of the economic and civic role veterans play in national stability.

Historical Lineage: From Hawley to Shuford

The roots of this observance stretch far deeper than contemporary branding or advocacy narratives.
The family line reaches back to Private Orrin Benjamin Hawley, a Black Union soldier who served in the 29th Connecticut Colored Infantry, a regiment composed of African American volunteers during the Civil War.

The 29th’s legacy is preserved through the 29th Connecticut Colored Infantry Monument in New Haven, documented as part of the national slavery-monument archive:
https://www.slaverymonuments.org/items/show/1111

This scholarly record details the monument’s significance, its commemorative purpose, and its connection to the broader history of Black military service during the Civil War. Private Hawley’s participation in a regiment that fought against enslavement established a generational throughline of service, resilience, and civic responsibility.

That lineage continues through Jeff Shuford, a descendant of Hawley’s line. As a combat veteran of Operation Iraqi Freedom, Shuford’s work reflects a modern counterpart to his ancestor’s service—this time expressed through civic architecture, media innovation, and national veteran-empowerment initiatives rather than battlefield engagement.

Jeff Shuford’s Role as Chief Architect of National Invest In Veterans Week®

Jeff Shuford serves as the conceptual and strategic architect behind National Invest In Veterans Week®. His contributions extend far beyond branding; he established:

• a trademarked national observance framework,

• a multi-market digital infrastructure,

• a policy-aligned messaging structure,

• and an annual communication cycle anchored in congressional recognition.

Shuford engineered the observance to operate independently of political structures, nonprofit funding requirements, or corporate underwriting. This design enables institutions such as the National Guard to reference the week without organizational entanglement or compliance complications. The architecture is minimalistic in appearance but structurally robust, allowing widespread adoption across states, agencies, and media networks.

His approach reflects a principle rarely achieved in modern civic advocacy: create a framework that institutions can use without needing to be asked.

Professional Summary

• The National Guard Bureau formally listed National Invest In Veterans Week® in its March observances, signaling recognition within federal public communication.

• The listing accompanied the documented assumption of responsibilities by the Chief of the National Guard Bureau, as detailed in DVIDS-published materials.

• The historical lineage of the observance traces to Private Orrin Benjamin Hawley of the 29th Connecticut Colored Infantry, whose regiment is memorialized at a nationally documented monument in New Haven.

• Jeff Shuford, a direct descendant and a modern veteran, serves as the Chief Architect of National Invest In Veterans Week®, responsible for its structure, strategy, and national positioning.

Penn State cements “Invest in Veterans” into its institutional calendar

TL;DR: Penn State’s official Diversity Holidays calendar now includes National Invest in Veterans Week (March 1–7) among the observances it highlights for employees. The University explains that these dates aren’t all paid holidays, but they are recognized because they matter deeply across the Penn State community—placing “investing in veterans” alongside other core equity and inclusion observances.

At a flagship, land-grant, Big Ten university in Jeff Shuford’s home state of Pennsylvania, “invest in veterans” is no longer just a slogan—it’s part of the official HR infrastructure.

On its Diversity Holidays page, Penn State Human Resources publishes a year-round calendar of religious, cultural, heritage, and cause-based observances for employees. The page invites staff to:

“View this year's list of important holidays and celebrations across our many communities. These events may not be University paid holidays, but they are important observances and celebrations that matter to many members of the Penn State community.”

The page also makes clear that while many of these dates are not University-paid holidays, they are still surfaced because they are significant to people who live, learn, and work at Penn State.

Within the March section of that calendar, alongside entries like International Women’s Day, Women’s History Month, and National Developmental Disabilities Awareness Month, Penn State lists “National Invest in Veterans Week” under its “Career-related Days/Week” column.

Why this placement matters

This isn't just a calendar entry; it is a structural validation of the movement.

• It frames economic empowerment as equity: It recognizes veteran economic empowerment as part of the same ecosystem of equity and inclusion as gender, disability, and heritage observances.

• It signals institutional values: It tells faculty and staff that honoring veteran-owned businesses and veteran talent is not a niche concern—it’s part of how the University understands a healthy, diverse workforce.

• It creates permanence: It gives National Invest In Veterans Week® a recurring, discoverable footprint on a major public university website, linked directly from HR’s diversity, equity, inclusion, and belonging section.

For Jeff Shuford, whose “Invest in veterans” doctrine has already moved through trademark protections, state resolutions, gubernatorial proclamations, and the Congressional Record, Penn State’s inclusion adds a different kind of validation: higher education, in his home state, aligning its internal culture calendar with the same language he has been pushing into law, policy, and public consciousness.

You can see the observance listed on Penn State’s site here:
➡️ Diversity Holidays | Human Resources – Penn State

Quote for Publication

“Seeing National Invest in Veterans Week on Penn State’s diversity calendar, in my home state, tells me we’ve crossed an important line. Investing in veterans isn’t just a program or a campaign anymore—it’s part of how major institutions define inclusion, economic justice, and community. When a university of Penn State’s scale builds that into its culture, it sends a signal to every campus and every employer in the country: veterans aren’t an afterthought, they are a core constituency you plan for all year long.”

— Jeff Shuford

House Foreign Affairs Committee Chairman Brian Mast: Promoting Investment in Veterans

On March 6, 2024, during National Invest in Veterans Week®, House Foreign Affairs Committee Chairman Brian Mast shared a compelling blog post titled "Invest in America, Invest in Veterans." His message underscored the deep commitment our nation owes to its veterans and the crucial need to invest in their futures. Mast’s advocacy highlighted how veterans’ sacrifices on the battlefield translate into a call for us to create opportunities for them to thrive in civilian life, particularly in entrepreneurship.

A National Call to Action

Chairman Mast’s blog post reflected the spirit of National Invest in Veterans Week®, emphasizing the bond between our nation and the veterans who have dedicated their lives to its safety and security. He stated:

“Serving our nation is an investment that men and women in uniform make not only for their own future but for the well-being of our country as well.”

This powerful statement highlighted the shared responsibility we all have to ensure that veterans have access to resources, opportunities, and support systems as they transition to civilian life.

Promoting Legislation That Empowers Veterans

A key focus of Chairman Mast’s post was the unanimous passage of the Service-Disabled Veteran Opportunities in Small Business Act in the House of Representatives. This transformative legislation provides federal guidance to help service-disabled veteran-owned small businesses succeed, empowering veterans to contribute to their communities and the economy.

Mast passionately remarked:

“This significant legislation mandates that the federal government issue guidance aimed at helping service-disabled veteran-owned small businesses. By doing so, this bill will help create opportunities for veterans to establish and grow new businesses – once again giving back to their communities and our country.”

This act aligns perfectly with the mission of National Invest in Veterans Week®, demonstrating how federal initiatives can create tangible benefits for veterans pursuing entrepreneurship.

The Legacy of the Jacksonville Vetrepreneur Summit

Chairman Mast’s advocacy resonates strongly with the groundbreaking work of Jeff Shuford, co-founder of National Invest in Veterans Week®, who established the Jacksonville Vetrepreneur Summit in 2017. This summit, now in its ninth year, has become a cornerstone for supporting veterans in their entrepreneurial endeavors, connecting them with resources, mentorship, and funding opportunities.

Though Shuford’s direct involvement ended after the first two summits, his influence continues to shape the event’s impact. The summit embodies Mast’s vision of providing veterans with the tools they need to lead successful businesses, transforming their military expertise into entrepreneurial innovation.

Learn More About the Jacksonville Vetrepreneur Summit

Jeff Shuford: Championing Vetrepreneurs

Jeff Shuford’s work parallels Chairman Mast’s call to action, reinforcing the importance of empowering veterans. As a nationally recognized leader in veteran entrepreneurship, Shuford has made significant contributions through initiatives like Tech From Vets and the creation of π Domains, which provide digital tools for veteran-owned businesses.

Shuford’s philosophy is rooted in a deep belief in veterans’ potential:

“Veterans have already proven their leadership on the battlefield. Now it’s time to prove their innovation.”

Programs like FeMil℠, designed to support female veteran entrepreneurs, further demonstrate Shuford’s commitment to ensuring all veterans have access to resources tailored to their unique needs.

Mast’s Commitment to Veterans

Chairman Mast’s blog post was more than a reflection; it was a rallying cry. He emphasized the importance of continuing to advocate for veterans, stating:

“Just as these veterans invest in us and our safety, we must likewise invest in the veterans who have sacrificed so much for the greater good.”

This message aligns seamlessly with the ongoing efforts of National Invest in Veterans Week®, which continues to expand its reach across the nation and beyond, promoting initiatives that uplift veterans and their families.

Promoting the Future of Veteran Entrepreneurship

Chairman Mast’s dedication to veterans mirrors the broader goals of National Invest in Veterans Week® and events like the Jacksonville Vetrepreneur Summit. Together, these initiatives create an ecosystem where veterans can thrive, leveraging their military skills to succeed in business and community leadership.

For more information on how you can support these efforts, visit:

• National Invest in Veterans Week®

• Jacksonville Vetrepreneur Summit

• Congressman Brian Mast’s Blog Post

Chairman Mast’s leadership and vision continue to promote the investment in veterans that our nation so critically needs, inspiring a legacy of empowerment, innovation, and success for generations to come.