Their mission is to say Thank You to our Military and First Responder communities, and to honor their service by creating opportunities for all Americans to express gratitude. They fulfill this mission by empowering communities, supporting local leaders, and preserving the stories that connect Americans with Service Members, Veterans, and First Responders through meaningful acts of appreciation.

They envision a nation where every person who serves, in the military, as a veteran, or as a first responder, feels the genuine appreciation of their fellow Americans, and where acts of gratitude strengthen the bonds between those who serve and those they protect.