The American Legion
Business Profile
Core Value Proposition
The American Legion provides advocacy, benefits assistance, youth programs, and community support for veterans, service members, families, and communities.
Target Customer
Veterans, active-duty service members, military families, youth program participants (e.g., Boys State, Legion Baseball), post members and communities nationwide
Key Differentiator
Largest wartime veterans service organization with nationwide reach; accredited service officers offering free benefits assistance; Be The One suicide prevention initiative; active sponsorships and programs (e.g., Army-Navy Game association, USA250 Challenge) and extensive youth programs
Implementation Timeline
Not explicitly specified in the provided content; some metrics reference fiscal years 2023-24 and 2025 activity
Pain Points
- 1Navigating VA benefits and disability claims with expert assistance
- 2Mental health stigma and veteran suicide prevention
- 3Access to education, scholarships, and youth development resources for veterans and military families
Key Features
- 1Accredited service officers providing free benefits assistance and help with VA claims
- 2Comprehensive youth programs and scholarships (American Legion Baseball, Boys State & Boys Nation, Junior Shooting Sports)
- 3Grassroots advocacy and legislative engagement through the Grassroots Action Center
- 4Be The One program and mental health resources focused on suicide prevention
- 5National events, training programs, and member resources (Training Tuesdays, National American Legion College, information center, member discounts)
Target Customer Industries
Decision Makers
- 1National Commander
- 2Post Commander
- 3Adjutant
- 4Service Officer
- 5Department Service Officer
Client Results
- 1$21B in VA disability benefits secured for veterans in the 2023-24 fiscal year by accredited American Legion service officers (free of charge)
- 2$852,593 in American Legion Child Well-Being Foundation grants awarded for 2025
- 344,586 messages sent through the American Legion Grassroots Advocacy Center urging Congress to pass emergency spending to prevent delays in VA disability payments
- 45,816 increase in the number of young men participating in American Legion Boys State programs (2020–2024)
- 52,341 one-year increase in American Legion Oratorical Contest participants (2023–2024), bringing the total to 13,385
Competitive Advantages
- 1Free benefits assistance provided by accredited service officers
- 2Nationwide network with local posts and services across the country
- 3Wide range of programs (youth, education, health, and community support)
- 4Dedicated suicide prevention efforts (Be The One) and crisis resources
- 5Active sponsorships and partnerships (e.g., Army-Navy Game, USA250 Challenge) and extensive training programs
Key Benefits
Case Studies & Success Stories
Veteran benefits restoration through Department Service Officer
Korean War Army veteran Willie Alvin Cousin received long-overdue VA disability benefits after his case was reopened and won by an American Legion Department Service Officer (K. Robert Lewis).
Temporary Financial Assistance supports families during government shutdown
Coast Guard Vice Commandant Adm. Charlie Ray highlighted that American Legion Temporary Financial Assistance helped more than 3,120 children whose active-duty families were affected by the federal government shutdown.
Additional Product Information
Product Description
The American Legion is the nation’s largest wartime veterans service organization, advocating for veterans, service members, families, youth, and communities; provides benefits assistance, education resources, youth programs, and community support.
Target Market
Veterans, active-duty service members, military families, youth program participants, and communities seeking veteran and family support
Unique Value Proposition
A nationwide network of accredited service officers offering free benefits assistance, combined with extensive youth programs, community advocacy, and suicide prevention initiatives (Be The One), backed by historic credibility and ongoing programs like Army-Navy Game sponsorships
Technical Requirements
Not specified in the provided content; digital resources mentioned include MyLegion.org and online Shop
Pricing Model
Some services are described as free (e.g., benefits assistance); membership pricing and other pricing details are not disclosed in the provided content
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