Strategic Reflection: National Invest In Veterans Week® and the Codification of a National Doctrine of Veteran Investment

Since its founding in 2019, National Invest In Veterans Week® has operated from a singular premise: the act of military service is itself a profound investment in the nation—and that investment demands a reciprocal, institutional response. This is not a commemorative initiative cloaked in ceremony, but a federally trademarked civic framework, forged to realign national priorities around the economic empowerment of veteran entrepreneurs.

From legal protection to legislative proclamation, from rhetorical adoption to policy implementation, National Invest In Veterans Week® has moved with uncommon discipline across the intersections of law, governance, and language. Today, its influence is measurable in the very structures of state and federal discourse.

South Carolina Leads Legislative Recognition

The earliest legislative codification came in 2021 through the South Carolina General Assembly. In its 124th Session, the legislature introduced and unanimously adopted H. 3825, a concurrent resolution officially recognizing National Invest In Veterans Week®, to be observed March 1–7, 2021.

Sponsored by more than 100 bipartisan state representatives—including Chris Wooten, Gilda Cobb-Hunter, Russell Fry, Todd Rutherford, and Leon Stavrinakis—this resolution affirmed the week’s purpose: to honor and uplift veteran-owned businesses. It encouraged civic institutions to provide commercial support and mentorship opportunities.

National Invest In Veterans Week® (NIVW), the only congressionally honored civic initiative of its kind, continues to gain significant national momentum as it is featured in Financial Poise™’s March 4, 2025 article, “Veteran-Owned Businesses Make All Kinds of Sense” by Mercedes Holmen. This feature highlights the rising economic impact and investability of veteran-owned businesses and complements NIVW’s growing federal and state-level recognition.

In recent years, the phrase “Invest in Veterans”—federally trademarked and protected under U.S. Registration No. 6784776—has evolved into more than a slogan. It now stands as a policy-aligned framework for economic and legislative support, cited across two entries in the Congressional Record, multiple U.S. House press releases, and three consecutive Montana gubernatorial proclamations (2023–2025).

Federal Recognition Overview

• Congressional Record Entries:

  • May 24, 2023 – Rep. Don Davis (NC-01) delivered a floor speech aligned with NIVW principles, emphasizing investing in veterans and underserved communities.

  • March 8, 2024 – Rep. Matt Rosendale (MT-02) officially recognized “Invest in Veterans Week” during a House address, linking to Montana’s formal statewide proclamation.

• U.S. House Press Releases:

  • March 2024 & April 2025 – Rep. Brian Mast (FL-21), a decorated Army veteran, explicitly named NIVW and reinforced its messaging in official press communications connected to veteran legislation and service center development.

• Montana Executive Proclamations:

  • Governor Greg Gianforte has issued consecutive proclamations (2023, 2024, 2025) recognizing March 1–7 as “Invest in Veterans Week” statewide, cementing Montana’s leadership in veteran business advocacy.

Founded in 2019 by Lt. Col. Rickey L. Pope (Ret.), NFL veteran Drayton Florence, and Iraq War veteran Jeff Shuford, National Invest In Veterans Week® is not just a ceremonial week—it is a federally protected civic infrastructure designed to reframe military service as an economic asset.

Financial Poise™ Coverage and National Context

In Financial Poise™’s article, Holmen outlines why veteran-led businesses make sense for investors and the economy. Veterans are 45% more likely to start a business and often outperform peers due to their resilience, leadership, and operational experience.

Highlights from the article:

• Veteran-owned businesses create 3.2 million jobs and contribute $983 billion annually to the U.S. economy.

• Challenges persist—access to capital, mentorship, and networking remain major hurdles.

• National Invest In Veterans Week® addresses these gaps through strategic syndication, legislative engagement, and educational platforms.

The combined recognition from Congressional Records, House press statements, and state-level proclamations—along with national business media coverage—positions National Invest In Veterans Week® as a leading force in veteran economic empowerment.

To read the full Financial Poise article:
https://www.financialpoise.com/invest-in-veteran-owned-business/

Entry into the Congressional Record

On May 24, 2023, Congressman Don Davis (NC-01) delivered a House floor speech titled “Investing in Our Veterans”, recorded in the Congressional Record (Vol. 169, No. 88, Page H2588). While he did not cite National Invest In Veterans Week® by name, Davis echoed its founding language:

“Investing in our brave veterans while helping the communities that need it most should be our highest priority.”

The phrase “Investing in Our Veterans” directly aligns with the initiative’s federally protected language established in 2019. Davis’s remarks also backed reforms like the Veterans Jobs Opportunity Act, promoting veteran entrepreneurship—further reinforcing alignment with the week’s mission.

Representative Brian Mast: A Federal Endorsement by Name

In March 2024, Congressman Brian Mast (FL-21), a U.S. Army veteran and double amputee, released a formal public statement titled “Invest in America, Invest in Veterans.” This time, National Invest In Veterans Week® was referenced explicitly:

“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.”

Mast’s statement coincided with the passage of the Service-Disabled Veteran Opportunities in Small Business Act, tying policy directly to the observance.

In April 2025, Mast issued a second statement titled “Investing in Our Veterans”, using the phrase in reference to constituent services at the Thomas H. Corey VA Medical Center:

“Just as they have invested in us, we must invest in them.”

These two distinct uses of the “Investing in Our Veterans” title—by two different representatives across separate years—solidify the phrase’s federal adoption, showing rhetorical and legislative convergence with the initiative.

The Montana “Three-Peat”: Executive-Level Validation

At the executive level, Governor Greg Gianforte of Montana issued three consecutive gubernatorial proclamations—2023, 2024, and 2025—declaring March 1–7 as Invest in Veterans Week.

In his 2025 remarks, Gianforte said:

“I do hereby proclaim the week of March 1–7, 2025, as ‘Invest in Veterans Week’ in Montana to support our veterans and their investment in our communities.”

Montana, which holds the highest per capita veteran population in the U.S., has become a national model for state-level investment in veteran-owned businesses.

Founders and Framework: From Vision to Doctrine

The influence of National Invest In Veterans Week® traces back to its visionary co-founders:

• Lt. Col. Rickey L. Pope (Ret.)

• NFL veteran Drayton Florence

• Iraq War veteran Jeff Shuford

These leaders crafted not only a week of recognition but an enduring, trademarked civic doctrine. Their strategic vision laid the foundation for cross-sectoral policy, economic empowerment, and federal adoption.

A Civic Doctrine Codified

What began as a civilian-led initiative is now legally protected, federally echoed, and legislatively reinforced. National Invest In Veterans Week® is no longer symbolic. It is actionable. It is lawfully real. And it is embedded in statehouses, Congress, and the executive branch.

This is the arc of civic invention made institutionally durable and federally indexable.
This is influence by design.

https://www.congress.gov/congressional-record/volume-169/issue-88/house-section/article/H2588-4?q=%7B%22search%22%3A%22Invest+in+veterans+week%22%7D&s=8&r=2

From State Capitols to Ivy Gates: Why ‘Investing in Veterans’ Is Becoming a National Civic Mandate

In 2022, New York State Assemblyman Jake Ashby (R,C,I–Castleton) introduced a bold $500 million “Invest in Veterans” proposal—framed not as charity, but as pandemic-era stimulus that acknowledged the enduring service of military veterans and first responders. With $250 million for critical operations like PTSD support, suicide prevention, and local veterans’ departments, and another $250 million dedicated to capital investments in housing and service facilities, Ashby’s proposal was one of the earliest legislative models to formally define military service as an investment-worthy asset.

“This essential funding will fortify and grow our Veteran Service Organizations and State Veterans programs to ultimately ensure greater support and expanded high-quality services for the nearly one million veterans across our state,” Ashby said.
Read the original Troy Record article

Three years later, Ashby’s rhetoric and rationale have become part of a far-reaching national framework—one increasingly aligned under the civic umbrella of National Invest In Veterans Week®, the only federally trademarked veteran business observance and a rapidly expanding cross-sector platform.

A Growing Doctrine: Veterans as Strategic National Capital

At its core, National Invest In Veterans Week® reframes military service as more than honorable—it positions it as a strategic national investment. Since its founding in 2019, the initiative has been:

• Entered into the U.S. Congressional Record

• Endorsed by Harvard Catalyst as a cross-sector model for veteran empowerment

• Celebrated internationally in Canada and Europe

• Referenced in bipartisan legislation like Congressman John Moolenaar’s Veterans Fellowship Act

• Supported by private capital through ITA Growth Partners, a family office for veteran entrepreneurs

These milestones are no coincidence—they are the result of an emerging civic consensus: that veterans are not just beneficiaries of services, but stakeholders in national advancement.

Higher Education Joins the Mandate: Ithaka S+R on Selective Colleges and Veterans

This same theme is now permeating elite academia. In a 2023 op-ed in The Hechinger Report, Catharine “Cappy” Hill, managing director of Ithaka S+R, made the case that selective colleges must invest in veterans—not out of obligation, but out of opportunity.

She outlined three reasons:

1. Higher completion rates: Veterans thrive when given access to top-tier institutions with high academic support.

2. Future influence: These colleges produce many of the country’s civic and corporate leaders—veterans must be part of that pipeline.

3. Democratic preservation: Investing in veterans is an investment in the institutions that safeguard democracy itself.

“The role the military plays in support of our democracy must not be taken for granted.”
Read more at Ithaka S+R

Hill’s call isn’t isolated—it reflects a wider academic shift seen at schools partnering with National Invest In Veterans Week® and adopting dedicated veteran enrollment pathways. Just as Ashby envisioned structural investment in state services, this moment demands similar resolve from America's most selective campuses.

Corporate Execution: Spectrum’s Workforce Pipeline for Veterans

While Ashby and Hill work in policy and academia, companies like Charter Communications are applying these principles at scale. Under its Spectrum brand, Charter operates one of the country’s most robust veteran employment ecosystems.

The Broadband Field Technician Apprenticeship Program allows veterans to earn a competitive salary while using their GI Bill benefits to become certified broadband professionals. The career path—from technician to director—is reinforced with military-spouse hiring initiatives, on-base career centers, and partnerships with Hiring Our Heroes.

As of 2025, Charter’s veteran efforts have earned it honors including:

• Military Friendly Employer Gold Award

• VETS Indexes 5 Star Employer

• Broad adoption across 41 states

This is not isolated goodwill—it’s institutional alignment with National Invest In Veterans Week® and a signal to other employers that veteran investment is both principled and profitable.

Legislative Momentum: Moolenaar’s Federal Model

Bridging state initiatives and corporate programs is federal legislation like the Veterans Fellowship Act, reintroduced by Congressman John Moolenaar (MI-02) in 2025. The bill allows states to channel federal funding into fellowship-to-hire pipelines, giving veterans structured entry into civilian careers.

Moolenaar’s work has directly referenced National Invest In Veterans Week® as a guiding framework—further demonstrating how civic initiatives can serve as national scaffolding for cross-party policy.

Explore Moolenaar’s veteran leadership

Conclusion: From Statehouse to Schoolhouse to Stock Exchange

Assemblyman Jake Ashby’s call to “Invest in Veterans” was one of the earliest formal declarations of what has now become a national doctrine. That doctrine spans:

• Capitols: with bipartisan legislative momentum

• Corporations: like Charter scaling workforce pipelines

• Campuses: like Ithaka S+R urging elite schools to act

• Communities: through campaigns like KIRO Newsradio’s $1,000 nonprofit nomination drive

This is no longer a conversation about gratitude—it is a coordinated economic and civic investment strategy. One rooted in measurable impact. One architected for sustainability. And one whose framework—National Invest In Veterans Week®—is now embedded in policy, practice, and principle.

Explore Further:

• Jake Ashby’s $500M Proposal – Troy Record

• Three Reasons Why Colleges Must Invest in Veterans – Ithaka S+R

• Spectrum Careers for Veterans – Broadband Apprenticeship

• Congressman Moolenaar’s Leadership

• Harvard Catalyst Feature

Lonnell McCall I Appointed Vice President of National Invest In Veterans Week®; Lonnell McCall II Named Senior Spokesperson

FOR IMMEDIATE RELEASE

Jacksonville, FL – National Invest In Veterans Week® (NIVW) proudly announces the promotion of Lonnell M. McCall to Vice President, a testament to his unwavering commitment to veteran entrepreneurship, national advocacy, and mission-driven leadership. Additionally, Lonnell McCall II has been appointed Senior Spokesperson, continuing the McCall family’s dedication to advancing veteran business initiatives on both a national and international scale.

Lonnell McCall: A Strategic Leader with a Legacy of Impact

With over 20 years of experience in logistics, supply chain management, and strategic operations, Lonnell McCall has distinguished himself as a trusted industry leader, holding a Secret Security Clearance, an achievement that reflects his commitment to operational integrity and national security—a distinction he shares with Angel Shuford, President of NIVW, and a decorated Army Air Traffic Controller.

During his tenure as Senior Spokesperson, McCall secured landmark state and national recognition for veteran entrepreneurs, including:

• South Carolina Senate Resolution (2019) – Early state-level recognition of National Invest In Veterans Week®, establishing its foundation as a nationally recognized veteran business movement.

• Montana Gubernatorial Proclamations (2023, 2024, 2025) – Ongoing official state proclamations reinforcing the importance of veteran entrepreneurship in state economies.

• Congressional Record Entry (2024) – Recognition by Rep. Matt Rosendale, R-Mont., Chair of the House Veterans' Affairs Subcommittee on Technology Modernization, a historic moment solidifying NIVW’s federal recognition and long-term impact on veteran-owned businesses.

As Vice President, McCall will focus on expanding corporate and governmental partnerships, securing additional legislative support, and developing scalable initiatives to enhance veteran business success. His expertise in project execution, workforce development, and organizational strategy has been further strengthened through his recent completion of Cornell University’s Project Leadership program, a prestigious certification from the Cornell University College of Engineering.

"I have dedicated my career to ensuring that veterans are not just recognized for their service but are actively supported in their transition to business ownership and leadership," said McCall. "As Vice President, I look forward to scaling our impact, driving meaningful policy changes, and expanding our partnerships to further empower the veteran business community."

Lonnell McCall II: A New Generation of Veteran Business Advocacy

Stepping into his father’s role, Lonnell McCall II has been named Senior Spokesperson for National Invest In Veterans Week®, carrying forward a multi-generational commitment to veteran economic empowerment. In this role, he will lead national media engagement, public advocacy, and community-driven initiatives, ensuring that the mission of NIVW continues to grow in reach and influence.

McCall II’s leadership will focus on:

• Expanding Media Visibility – Strengthening NIVW’s presence through press, digital platforms, and public speaking engagements.

• Building Grassroots Advocacy – Engaging local veteran business communities to increase participation in NIVW’s annual observance and year-round initiatives.

• Amplifying Veteran Success Stories – Showcasing the contributions and impact of veteran-owned businesses in key industries nationwide.

"It’s an honor to step into this role and continue the incredible work that my father has pioneered," said McCall II. "Veterans are the backbone of America’s entrepreneurial spirit, and I am committed to ensuring their businesses thrive through national recognition and actionable support."

A Strengthened Leadership Team for the Future of Veteran Entrepreneurship

The McCall family’s leadership within NIVW represents a powerful legacy of service, advocacy, and economic empowerment. With Angel Shuford as President, Sherman Williams Jr. as Director of Partnerships, and LTC Rickey L. Pope (Ret.) as Co-Founder, National Invest In Veterans Week® continues to position itself as the leading movement in veteran business support.

With a leadership team that includes high-profile veteran advocates, industry pioneers, and policy influencers, NIVW is expanding its reach, ensuring that veteran-owned businesses receive the national spotlight, funding opportunities, and policy support they deserve.