What USA Cares does

USA Cares is a national 501(c)(3) nonprofit organization founded in October 2003 in Louisville, Kentucky, that provides emergency financial assistance and post-service support to post-9/11 veterans, active service members, and their families. Originally launched as "Kentuckiana Cares" through a partnership between WAVE-3 TV, the Mid-South Division of Kroger Food Stores, and the Association of the United States Army Fort Knox Chapter, the organization rebranded within months to USA Cares to reflect expanding national scope. The organization operates a web-based application system with encrypted SSL-secured databases for veteran intake and case processing, and now serves beneficiaries across all 50 states from its Louisville headquarters and a regional office in Austin, Texas.

The core offering is the Military Assistance Response Program (MARP), which delivers fast, verified one-time emergency financial assistance for housing, utilities, transportation, and food—payments are made directly to vendors rather than to individuals to ensure proper use. Supporting programs include the Career Transition Program (resume support, interview preparation, job referrals), the CSP Corporate Fellowship for executive civilian workforce experience, Operation Follow Through wraparound case management, and the Certified Military Housing Specialist (CMHS) certification course priced at $129 annually for housing professionals. Since 2011, USA Cares reports $14.9M+ in direct assistance delivered, 12,900+ veteran and military households supported, and 133,000+ applications processed.

Revenue is diversified across individual donations (one-time and monthly recurring), corporate sponsorships (Boeing, GE Appliances, Humana, MacLellan Integrated Services), retail giving programs (Kroger Community Rewards, Walmart Spark Good), PayPal and Venmo Giving Funds, foundation grants (Disabled Veterans National Foundation), and government funding including a $500K US Department of Labor grant and a $2M Commonwealth of Kentucky appropriation. The annual Stars for Heroes campaign at Carl's Jr. and Hardee's locations is the largest single fundraising channel, raising $866K in 2025 and over $13M across 14 years. The organization cites 89.67% of every dollar going to programs, holds a four-star Charity Navigator rating and Candid Platinum Transparency seal, and is led by President & CEO Matt Castor as of January 2025.

Name

USA Cares

Legal name

USA Cares, Inc.

Website

https://usacares.org

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

USA Cares is a 501(c)(3) nonprofit founded in 2003 that delivers emergency financial assistance and career transition support to post-9/11 veterans and military families. Since 2011, the organization has supported 12,900+ households across all 50 states from Louisville, KY.

Ownership category

akta.pro rank

Product category

Veteran and Military Family Assistance Services

NAICS

Community Food and Housing, and Emergency and Other Relief Services (6242), Emergency and Other Relief Services (62423)

SIC

Services-Social Services (8300)

akta.pro primary industry

Veterans Affairs & Military Family Services (BPAIAHAL)

Keywords

• Veteran assistance programs
• Emergency financial assistance
• Military family services
• Veteran housing support
• Nonprofit charitable services

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual Donations: One-time and recurring donations from individual supporters, both online and via mail. Monthly giving program allows donors to set up recurring contributions.
2. Corporate Partnerships: Corporate matching gift programs where employers match employee donations. Corporate sponsorships and grants from companies like Boeing.
3. Foundation Grants: Grants from foundations including Disabled Veterans National Foundation ($20,000), and corporate foundation grants like Boeing's Global Engagement Grant ($50,000).
4. Government Grants: Federal grants including $500,000 from US Department of Labor and $2 million from Commonwealth of Kentucky to support veterans.
5. Retail Giving Programs: Percentage of purchases donated through Kroger Community Rewards, Walmart Spark Good round-up program, and PayPal/Venmo Giving Funds.
6. Special Events: Revenue from signature events including the annual We Salute You Gala, Skeet Shooting Event, and virtual 5K runs.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

USA Cares provides emergency financial assistance, career transition support, and long-term stability programs to post-9/11 military veterans and their families facing financial hardship. The organization makes direct vendor payments for housing, utilities, transportation, and food expenses on behalf of eligible veterans through its Military Assistance Response Program (MARP), supplemented by career services, wraparound follow-through support, and a paid Certified Military Housing Specialist certification course for housing professionals.

Product overview

USA Cares is a 501(c)(3) nonprofit organization offering a portfolio of programs for post-9/11 veterans and military families. The core offering is the Military Assistance Response Program (MARP), providing emergency financial assistance with direct vendor payments for housing, utilities, transportation, and food. This is supplemented by the Career Transition Program for job placement and training, the CSP Corporate Fellowship for executive civilian workforce experience, and the Operation Follow Through wraparound support module for ongoing case management. USA Cares also operates the Certified Military Housing Specialist (CMHS) Program for professional certification and the annual We Salute You Gala for fundraising. The organization connects with veterans through an online application portal and receives donations via Kroger Community Rewards, Walmart Spark Good, PayPal Giving Fund, and Venmo Giving Fund.

Differentiator

Problem solved

Functional benefit

Products and services

• Military Assistance Response Program (MARP) Provides fast, verified, and confidential one-time emergency financial assistance for essential needs including housing, utilities, transportation, and food for post-9/11 veterans and military families. Payments are made directly to vendors on behalf of recipients.
• Career Transition Program Connects veterans, service members, and their families with tools, training, and opportunities for workforce success. Provides personalized guidance including resume preparation, interview practice, skills matching, and job referrals through corporate partners, with possible short-term financial support for training expenses.
• Certified Military Housing Specialist (CMHS) Program Nationally certified paid course for loan officers, realtors, and housing professionals on working with military borrowers using VA loans or other financing. Approved for 1 CEU through American Bankers Association and 4 CEUs through AFCPE. Includes certificate of completion, resource guides, and listing in an interactive online directory. Annual fee $129.00.
• CSP Corporate Fellowship Executive corporate fellowship program providing civilian workforce experience to transitioning service members. Includes guidance and mentorship on resume writing, interviewing techniques, and professional development.
• Operation Follow Through Wraparound support initiative bridging the gap between short-term financial assistance and long-term stability. Provides structured proactive follow-up including wellness check-ins, mental health navigation, and warm handoffs to community-based services for sustained engagement over time.
• Veteran Application Portal Online application system that allows veterans and military families to apply for emergency financial assistance, collecting residency state and service-period information (pre/post 9/11) to determine eligibility.

Quantifiable outcome

• 89.67% of every dollar donated goes directly to programs
• +4 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Seven partnerships are on record, tiered core and major.

• CKE Restaurants (Carl's Jr. and Hardee's)coreGTM or Marketing Partner · 22 May 2025Annual Stars for Heroes fundraising campaign at participating Carl's Jr. and Hardee's locations nationwide. The campaign has raised over $13 million over 14 years. Customers donate $1 or more at checkout. Supported by Star Franchise Association and Independent Hardee's Franchise Association.
• KrogercoreGTM or Marketing PartnerKroger Community Rewards program allows shoppers to link their Plus Card to USA Cares. A portion of purchases is donated to USA Cares with each transaction. USA Cares was originally formed through a partnership between Kroger's Mid-South Division and other organizations in 2003.
• WalmartmajorGTM or Marketing PartnerWalmart Spark Good program allows customers to round up purchases to the nearest dollar or donate gift cards to USA Cares. Donations provide immediate support to veterans and military families in need.
• PayPal Giving FundmajorGTM or Marketing PartnerUSA Cares accepts donations through PayPal Giving Fund. PayPal covers all transaction fees so every dollar goes straight to the mission. Donations are typically tax-deductible and processed within 45 days.
• Venmo Giving FundmajorGTM or Marketing PartnerUSA Cares accepts donations through Venmo's charitable giving platform. Donations can be made using Venmo balance or linked bank account. All charities on Venmo are vetted and verified.
• GE AppliancesmajorGTM or Marketing PartnerCorporate supporter listed at Silver Star level. GE Appliances employees and leadership actively support USA Cares through donations and corporate giving programs.
• DAV (Disabled American Veterans)majorStrategic or Co-development PartnerSilver Star level supporter. DAV National Headquarters visit documented in 2026. Organizations collaborate to provide comprehensive support to veterans.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Wounded Warrior Project: The largest direct peer in the post-9/11 veteran services space. Wounded Warrior Project provides emergency financial assistance, mental health programs, career counseling, and long-term support to wounded post-9/11 veterans — directly overlapping with USA Cares' Military Assistance Response Program and Career Transition Program. Comparable in mission, beneficiary population, and donor-funded nonprofit model.
• Disabled American Veterans (DAV): DAV provides direct benefits assistance, transition support, and emergency relief to disabled veterans. Already a financial partner and Silver Star supporter of USA Cares, DAV operates complementary veteran support programs at a much larger scale with a chapter network spanning all 50 states.
• Semper Fi & America's Fund: Provides immediate financial assistance and lifelong support to post-9/11 wounded, critically ill, and injured service members and their families. Direct overlap with USA Cares' emergency financial assistance and crisis intervention model, though focused on catastrophically injured service members.
• Bob Woodruff Foundation: Funds programs supporting post-9/11 veterans and their families, with focus on emergency financial assistance, mental health, and career transition. Operates as a grantmaker to vetted nonprofit partners, overlapping the same beneficiary population and program categories as USA Cares.
• Iraq and Afghanistan Veterans of America (IAVA): National nonprofit dedicated to improving the lives of post-9/11 veterans through policy advocacy, benefits navigation, and member support programs. Targets the same post-9/11 demographic as USA Cares with overlapping transition and crisis support services.
• Gary Sinise Foundation: Serves defenders, veterans, first responders, and their families through financial, wellness, and entertainment programs. Provides direct grants for housing, medical, and emergency needs to wounded service members — overlapping USA Cares' direct-vendor payment model.
• Team Rubicon: Engages veterans in disaster response and community service while providing veteran support services including transition programs, mental health resources, and financial assistance. Targets a similar post-9/11 veteran demographic with wraparound support.

Emerging players

• Hire Heroes USA: Provides targeted career transition and job placement services to transitioning service members, veterans, and military spouses. Directly comparable to USA Cares' Career Transition Program but with a narrower focus on employment outcomes rather than crisis financial assistance.

Broad incumbents

• Veterans of Foreign Wars (VFW): One of the largest and oldest veterans service organizations, offering financial grants, emergency assistance, claims assistance, and legislative advocacy. Operates with a much broader mission across all eras of veterans, with emergency financial assistance directly comparable to USA Cares' MARP program.
• The American Legion: Mass-membership veterans service organization providing emergency financial assistance, Temporary Financial Assistance grants, and a national network of posts. Comparable to USA Cares in mission and beneficiary population but operates at substantially larger scale across all veteran eras.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/USACares
• YouTubeyoutube.com/channel/UCwKZlZdU-eEhzMGzW-sK5yQ
• Facebookfacebook.com/USACares
• LinkedInlinkedin.com/company/usa-cares
• Instagraminstagram.com/usacares

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds6 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about USA Cares