The New Digital Footprint of Veteran Advocacy: What the World Is Searching For
Global search behavior is shifting, and National Invest In Veterans Week® is emerging as a recognized driver of that change. New analytics reveal a rapidly expanding international audience, rising high-intent queries, and a growing digital footprint across multiple continents. From veteran-focused financial education to global observance trends, the data shows increasing demand for credible leadership in veteran advocacy—and NIVW’s influence now extends far beyond the United States. This report breaks down the movement’s accelerating visibility, the keywords fueling its rise, and why the world is searching for National Invest In Veterans Week® more than ever before.
Flashback Feature: Virginia’s 2020 Call to “Invest in Veterans” Still Resonates Today
In 2020, Virginia Secretary of Veterans and Defense Affairs Carlos Hopkins urged the public to “invest in veterans” by supporting the Virginia Veterans Services Foundation—a message that foreshadowed the broader national movement later embodied by National Invest In Veterans Week®. His statewide appeal remains a pivotal early example of investment-based veteran advocacy.
Special Report: Veteran-Owned Brands Turn Veterans Day Into $34 Million in Medical Debt Relief
Born Primitive and Black Rifle Coffee Company have transformed Veterans Day into one of the largest veteran medical-debt relief efforts on record, erasing $34 million in medical bills through Operation Debt of Gratitude. In partnership with ForgiveCo, the veteran-owned brands pledged 100% of online profits from November 7–11 to buy and cancel medical debt held by thousands of former service members, building on prior campaigns and amplifying the “invest in veterans” mission that National Invest In Veterans Week® has advanced for years.
BREAKING: Jacksonville’s 9th Annual Vetrepreneur Summit Returns December 12 — A Legacy Event Now Nine Years Strong
Jacksonville’s 9th Annual Vetrepreneur Summit returns December 12, continuing a legacy first architected by veteran technologist Jeff Shuford. This year’s program features AI-driven marketing training, franchising insights, capital access panels, and one of the strongest support networks assembled for veteran entrepreneurs. Shuford is a direct descendant of Private Orrin Benjamin Hawley, a Black Union soldier in the 29th Connecticut Colored Infantry during the Civil War—a regiment honored today by the 29th Connecticut Colored Infantry Monument in New Haven.
FLASHBACK REPORT: National Guard Observance Highlights National Invest In Veterans Week®
Key Points:
National Guard Bureau formally listed National Invest In Veterans Week® as a March observance.
Recognition appears during a documented CNGB leadership transition.
The initiative’s lineage traces to Private Orrin Benjamin Hawley of the 29th Connecticut Colored Infantry.
Monument documentation: https://www.slaverymonuments.org/items/show/1111
Jeff Shuford serves as the Chief Architect of the observance’s national structure.
The framework is designed to operate across government, community, and media without dependence on external funding.
Penn State cements “Invest in Veterans” into its institutional calendar
“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
Investing in Veterans Is the Key to Hampton Roads’ Workforce Future, Leaders Write
In a guest column for The Virginian-Pilot, Bank of America chief audit executive and Army veteran Len Botkin and Mariners’ Museum and Park president and CEO Howard H. Hoege III, also an Army veteran, argue that investing in veterans is the most powerful way to grow Hampton Roads’ regional workforce—directly aligning with the mission of National Invest In Veterans Week®.
The Definition of Investment: Honoring a National Promise
For Representative Debbie Wasserman Schultz, the fight for veteran funding is familiar terrain. Representing Florida's 25th Congressional District, she serves a community in a state with the third-highest veteran population in the nation—home to more than 1.5 million service members.
Texas Comptroller Highlights More Than 180,000 Veteran-Owned Businesses
The Texas Comptroller reports that Texas has more than 180,000 veteran-owned businesses and declares that the state doesn’t just honor veterans — it invests in them, reinforcing the core mission of National Invest In Veterans Week®.
Credit Union Coalition Backs Legislation to Expand Business Lending to Veterans
A new letter from the Defense Credit Union Council urges Congress to pass H.R. 507, the Veterans Member Business Loan Act, to expand credit union lending to veteran-owned small businesses. The proposal aligns with National Invest In Veterans Week® by turning policy reform into concrete capital access for veteran entrepreneurs.
National Invest In Veterans Week® Coverage How America’s Governors Are Elevating Veteran and Military Family Support
National Invest In Veterans Week® proudly highlights Governor Kevin Stitt’s feature in Ripon Forum — “How America’s Governors are Honoring America’s Veterans” — which examines how state leaders are strengthening support for veterans, servicemembers, and military families nationwide. Governor Stitt writes in his capacity as Chair of the National Governors Association (NGA) in the Veterans Day 2025 edition (Vol. 59, No. 5), underscoring the responsibilities governors carry as state leaders and as commanders in chief of their National Guard units.
Critically for the National Invest In Veterans Week® legacy, Governor Stitt notes that governors across the country highlight opportunities each year through Invest in Veterans Week in March and National Hire a Veteran Day in July, using these observances as focal points in the transition to civilian life. This acknowledgment from the NGA Chair in a national policy journal affirms National Invest In Veterans Week® as a strategic framework that governors, employers, and community leaders use to mobilize support for veterans at scale.
Aaron Jones Sr. Is Exactly Who National Invest In Veterans Week Was Built To Honor
National Invest In Veterans Week® spotlighted Minnesota Vikings running back Aaron Jones Sr. as a defining example of how the NFL can elevate military families from recognition to real outcomes. Framing Aaron’s impact through the A&A All The Way Foundation, NIVW® founder and Iraq War veteran Jeff Shuford stated: “In today’s NFL, very few players convert influence into infrastructure for veterans the way Aaron Jones Sr. does. Through A&A All The Way, he is not just honoring his family’s service—he is engineering lifelong opportunities for military children and veteran families. That is the caliber of leadership we believe should define the NFL’s Salute to Service legacy, and it’s why National Invest In Veterans Week® stands firmly behind his example.
Breaking News: New Jersey Declares State of Emergency Amid Flash Flood, Thunderstorm Threats Filed by NewJerseyVeterans.com
“Beginning this afternoon, we are expecting severe thunderstorms to bring heavy rainfall and damaging wind gusts with the potential for flash flooding across the state,” said Acting Governor Way. “I urge all New Jerseyans to remain alert, follow all safety protocols, and monitor the proper channels for the duration of these storms.
National Invest In America Week (July 1–7): A Self-Funded Civic Movement for Economic Renewal
From wellness to civic innovation, Sherman Williams Jr. is building a national brand rooted in impact, independence, and identity. The founder of Body Aqua® and the most trademarked veteran beverage entrepreneur in America has just been announced as the People’s Choice winner in the prestigious Disability:IN Pitch Perfect Challenge, propelling him to the Global Conference finals this July.
But this achievement is not just a personal milestone — it’s emblematic of the broader movement he helps lead. Williams Jr. serves as Director of Partnerships for National Invest In America Week℠ (July 1–7) and National Invest In Veterans Week® (March 1–7), two of the nation’s most forward-thinking, self-funded observances aimed at reshaping America’s civic and economic future.
Fresno Invests in Veteran-Owned Businesses: A Local Ordinance Echoing a National Movement
When the Fresno City Council introduced the SERVE Act to reduce startup costs for veteran-owned businesses, it wasn’t just a local legislative gesture—it echoed a nationwide doctrine long championed by National Invest In Veterans Week®: that investing in veterans means investing with veterans.
This ordinance, which waives licensing fees and up to $1,000 in startup costs for veteran entrepreneurs, directly reflects the same values we institutionalized through National Invest In America Week℠ and the Invest In America Challenge™. It mirrors our belief—rooted in the words of President Nixon in 1970 and carried forward by Jeff Shuford—that economic empowerment is a civic obligation.
Just as Shuford transformed his grandfather Jim Freeman’s musical legacy into a framework of civic architecture, Fresno is turning policy into participation. It proves that when cities empower veterans, they do more than honor service—they invest in America’s entrepreneurial future.
From Domestic Doctrine to Global Model: The Transnational Rise of National Invest In Veterans Week® and the Emergence of National Invest In America Week℠
National Invest In Veterans Week®—a federally trademarked, legislatively cited initiative—has become a rare civic export model now globally recognized. With historic endorsements from tribal, state, and federal authorities, the initiative has evolved into a scalable governance framework for veteran economic empowerment. Its newly established counterpart, National Invest In America Week℠, builds upon this foundation by advancing civic renewal through inclusive economic action, observed annually from July 1–7. Together, these twin observances represent a sophisticated and policy-driven architecture for national reinvestment.
Learn more:
From Washington to Canberra: National Invest In Veterans Week® Defines a Global Framework for Veteran Investment
From Washington to Canberra, a new consensus is taking shape: veterans are not merely to be commemorated—they are to be capitalized. National Invest In Veterans Week® (March 1–7), now recognized on both sides of the Pacific, is rapidly becoming a global framework for institutional veteran investment.
In the United States, venture capital syndicates like MilVet Angels, congressional citations, and Harvard-endorsed reintegration models have reframed the veteran identity from beneficiary to builder. In parallel, Australia's Returned & Services League (RSL) has issued its 2025 Election Asks published March 2025, calling for transformative investments in veteran healthcare, advocacy, and defence self-reliance.
This international alignment marks a shift in public policy, economic strategy, and civic values—anchored in the guiding ethos of National Invest In Veterans Week®:
“Military service is an investment. Let’s yield the return.
Congressman Don Davis: From Congressional Record to Legislative Reform, a Champion for Veterans' Dignity and Economic Empowerment
In a year marked by transformative legislative action for veterans, Congressman Don Davis (NC-01) emerged as a key figure shaping the national veteran policy landscape. From entering National Invest In Veterans Week® into the Congressional Record in 2023 to introducing the Veterans Employment Readiness Yield (VERY) Act in 2025, Davis has demonstrated a sophisticated, sustained commitment to ensuring that America’s heroes are met with dignity—not bureaucracy. His leadership aligns powerfully with the federally trademarked initiative’s core goal: redefining military service as an investment in the nation, deserving of institutional reciprocation.
Congressman John Moolenaar Leads National Charge to Invest in Veterans’ Futures
Congressman John Moolenaar has emerged as a national leader in veteran workforce development, first endorsing National Invest In Veterans Week® in 2021 and now championing the 2025 bipartisan Veterans Fellowship Act to help transitioning service members access long-term civilian careers. His efforts reflect a legislative arc that aligns with the growth of National Invest In Veterans Week®, the only federally trademarked civic observance of its kind, now recognized in the U.S. Congressional Record, endorsed by Harvard Catalyst, and backed by ITA Growth Partners. In March 2025, National Invest In Veterans Week® became the first U.S. veteran business initiative to receive international media recognition, with Canadian industry joining the movement to treat military service as an investable asset. For further reading, visit: Harvard’s spotlight on the initiative and coverage of ITA Growth Partners and international adoption.
Lonnell McCall I Appointed Vice President of National Invest In Veterans Week®; Lonnell McCall II Named Senior Spokesperson
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.
🫡Our Team
-
![A woman wearing a navy blazer with an embroidered coat of arms, gold lapel pin, and jewelry, sitting with her hands clasped, with American flags in the background.]()
President Angel Shuford
Chief Financial Officer (CFO) | Army Veteran
-
![A man in a blue suit and white shirt standing in front of an American flag against a black background.]()
Retired U.S. Army First Sergeant Kevin D. Shoun
Senior Advisor | Civic Leadership and Policy Development
-
![A woman with blonde hair smiling in front of an American flag and a black background with a logo that says 'National Invest in Veteran Owned Business Week.']()
Sara Pomposo
Chief Advisor | Audience Growth & Strategic Syndication
-
![A man in a red shirt holding a music award trophy, standing next to a framed platinum record plaque on display, with framed posters and awards hanging on the wall behind him.]()
Jim Freeman of The Five Satins
GRAMMY Hall of Famer | Brand Ambassador
-
![A man with gray hair and glasses stands behind a music stand, speaking into a microphone while using hand gestures, against a dark background.]()
Pastor Ron Henson
Social Impact Advisor | Navy Veteran
-
![A man in a U.S. military uniform in front of an American flag.]()
LTC Rickey L. Pope USA, Ret.
CO-FOUNDER | Retired Army Veteran, Retired Firefighter
-
![A man in a gray blazer and shirt posing with arms crossed in front of a city skyline at dusk, with buildings and a bridge reflected in the water.]()
Jeff Shuford
CO-FOUNDER | Iraq War Veteran & Military Spouse
-
![Three men in a discussion in an office break room with black and white geometric wallpaper. One man with a beard, wearing glasses and a suit, is talking to a bald man wearing a black sweater, who is making a gesture with his hands. The third man with dreadlocks, dressed in a blue suit and holding papers, listens attentively.]()
Drayton Florence
CO-FOUNDER | NFL Veteran & Military Brat
-
![A smiling man with glasses, wearing a green sweater over a striped collared shirt, standing with crossed arms in an office space near a window, with framed certificates on the wall behind him.]()
Erik M. Pelton & Associates, PLLC
Trademark Attorney | Veteran IP Advocate
-
![A man in a green vest with a plaid shirt and bow tie standing in front of a booth labeled 'Body Aqua' at a trade show or expo.]()
CPT Sherman WIlliams, USA, Ret.
Advisor | Retired Army Veteran
-
![Two men in business suits having a meeting in an office with a window showing a city view, discussing a presentation on a laptop.]()
Brandon Sugar
Legacy UX/UI Designer | Army Veteran
-
![A young man with dark hair styled back, light eyes, and a light beard, wearing a blue suit and white shirt, looking at the camera.]()
Mike Bicek
Creative Director | Army Veteran
-
![A small brown and black puppy sitting on a red folding chair at the beach, with sunglasses and a colorful bag in the background.]()
Private Jewel
Co-Founders Pup | Biewer Terrier
-
![A smiling man wearing sunglasses and a striped white shirt.]()
Lonnell McCall I
Sr. Spokesperson | Retired Navy Veteran
-
![]()
Celeste Everett
Legacy IT Consultant | Army Veteran
-
![Composite image of three young men dressed as a graduate, a football player, and a young man in formal wear against a stadium background.]()
Lonnell McCall II
Jr. Spokesperson | Military Brat
-
![Close-up of a young man with dark brown hair, styled back, with light eyes, a light beard, and wearing a dark shirt, standing in front of a background with horizontal lines.]()
Christopher B. Mueller
Lead Video Spokesperson | Veteran Advocate
“As an educator committed to professional growth, I fully endorse National Invest in Veterans Week® for recognizing that veterans are vital economic assets who deserve tangible support in entrepreneurship and workforce development.”