The American Legion, Department of California

The American Legion, Department of California is a 501(c)(19) nonprofit veterans service organization, chartered in 1919, serving California's approximately 1.8 million veterans through accredited Veterans Service Officers, a quarterly publication, training programs, and a grassroots network of local posts across 30 districts.

Company typePrivate
Founded1919
HeadquartersSanger, United States
Headcount—
GTM typeB2C
OfferingServices

What The American Legion, Department of California does

The American Legion, Department of California is the state-level department of a congressionally chartered 501(c)(19) nonprofit veterans service organization, headquartered at 1601 7th Street, Sanger, California. Founded in 1919, the organization is the California arm of the nation's largest veterans service organization and serves the state with the largest U.S. veteran population (approximately 1.8 million as of 2022). Its operations are organized around Four Pillars: Veterans Affairs and Rehabilitation, National Security, Americanism, and Children and Youth. The Department maintains a grassroots network of hundreds of local posts organized into 30 districts across 6 geographic areas, supported by 25 staff at the Sanger headquarters.

Core services include accredited Veterans Service Officers (VSOs) deployed across eight California regions who provide free assistance with VA benefits claims, disability compensation, and discharge upgrades. The Department publishes The California Legionnaire, a quarterly print and digital magazine, and runs multiple training programs including Basic Training (free online), California American Legion College (three-day leadership program), Member Orientation, Mindset Monday (monthly virtual sessions), and Training Tuesdays (national webinars). Additional programs include the Buddy Check veteran welfare outreach initiative, the Be The One suicide prevention campaign, and the Veterans Resources and How-To Hub serving all California veterans. Designated donation funds include Veterans and Children Foundation, Legacy Scholarship Fund, Operation Comfort Warriors, Helmets for Heroes, and Fire Relief Fund. The American Legion Family umbrella also encompasses the American Legion Auxiliary, Sons of The American Legion, and American Legion Riders.

The business model relies on three primary revenue streams: annual membership dues (Post 1000 dues are $47.00 annually, with local post dues varying), tax-deductible donations processed through Stripe across multiple designated funds, and subscriptions to The California Legionnaire (print and digital). A vehicle donation program provides an additional channel. The go-to-market is community-led: the Direct Membership Solicitation (DMS) program, active since 1982, recruits eligible veterans at an introductory rate, assigning new members to Post 1000 (the administrative headquarters post) and encouraging transfer to local posts. Technology infrastructure is standard off-the-shelf (Stripe, Constant Contact, Zoom, WordPress, MyLegion.org membership platform). The organization faces a severe membership retention challenge, having declined from 108,617 members in 2015 to 25,402 for the 2027 membership year against a stated goal of 68,352.

The American Legion, Department of California firmographics

Firmographics

Name: The American Legion, Department of California
Legal name: Department of California, The American Legion
Website: https://calegion.org
Company type: Private
Founded year: 1919
Operating status: Operating
Short description: The American Legion, Department of California is a 501(c)(19) nonprofit veterans service organization, chartered in 1919, serving California's approximately 1.8 million veterans through accredited Veterans Service Officers, a quarterly publication, training programs, and a grassroots network of local posts across 30 districts.
Ownership category
akta.pro rank

The American Legion, Department of California industry classification

Industry

Product category: Veterans Services
NAICS: Civic and Social Organizations (813410), Business, Professional, Labor, Political, and Similar Organizations (8139)
SIC: Services-Membership Organizations (8600), Services-Social Services (8300)
akta.pro industry: PRIMARYBPAIAHAL
Veterans Affairs & Military Family Services
Business & Public Services/Public Sector & Government Administration/Defense & National Security
SECONDARYBPAIAKAI
Veterans & Military Family Benefits Administration
Business & Public Services/Public Sector & Government Administration/Social Security, Benefits & Welfare Administration

Keywords

Veterans services
Veterans advocacy
Veterans benefits assistance
Membership organization
Leadership training

Where The American Legion, Department of California is headquartered

Location

Headquarters

HQ city: Sanger
HQ country: United States
HQ region: North America

Offices1 record

Markets served

The American Legion, Department of California business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

Membership Dues: Annual membership dues from Legionnaires. Post 1000 (Headquarters Post) annual dues are $47.00. Local post dues vary by post.
Donations and Contributions: Tax-deductible donations (501(c)(19) nonprofit status) supporting various programs including Veterans & Children Foundation, Legacy Scholarship Fund, Veterans Newspaper, Fire Relief, Operation Comfort Warriors, National Emergency Foundation, Helmets for Heroes, and Child Welfare Foundation. Donations are processed through Stripe payment system.
Veterans Newspaper Subscriptions: Revenue from digital and paper subscriptions to The California Legionnaire, the official quarterly publication. Digital and Paper + Digital subscription options available through Stripe.
Car/Vehicle Donations: Vehicle donation program allowing donors to avoid hassles of selling or repairing vehicles by donating them to the organization.

Pricing tiers

Model	Billing	Price
Subscription	Annual	Post 1000 (Headquarters Post) Membership

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

The American Legion, Department of California product offering

Product offering

Core offering

The American Legion Department of California is a 501(c)(19) nonprofit veterans service organization that delivers membership-based support to California's approximately 1.8 million veterans. Its core offerings center on accredited Veterans Service Officers providing free VA benefits claims assistance, a quarterly California Legionnaire publication, a multi-tier training curriculum (Basic Training, California American Legion College, Member Orientation, Mindset Monday, Training Tuesdays), the Buddy Check suicide-prevention outreach program, the MyLegion.org membership platform, and the Veterans Resources & How-To Hub. Services are coordinated through 30 districts across 6 geographic areas and the Sanger, CA headquarters.

Product overview

The American Legion, Department of California is a 501(c)(19) veterans service organization that operates as a multi-faceted service and advocacy platform rather than a single product. The organization centers its offerings around Four Pillars: Veterans Affairs & Rehabilitation, National Security, Americanism, and Children & Youth. Core services include accredited Veterans Service Officers (VSOs) providing free VA benefits assistance across eight California regions, and The California Legionnaire, a quarterly print and digital publication covering veterans news. The organization offers a comprehensive training ecosystem including Basic Training (free online course), California American Legion College (three-day leadership program), Member Orientation, Mindset Monday (monthly virtual sessions), and Training Tuesdays (national monthly webinars). Additional offerings include the MyLegion.org membership management platform, Buddy Check veteran outreach program, and the Veterans Resources & How-To Hub providing free guides for all California veterans. The organization also manages multiple designated donation funds including Veterans & Children Foundation, Legacy Scholarship Fund, Operation Comfort Warriors, Helmets for Heroes, and Fire Relief Fund.

Differentiator

Problem solved

Functional benefit

Brands

California Legionnaire: Official quarterly publication of The American Legion, Department of California, published in print and online in February, May, August & November.
American Legion College
Post 1000

Products and services

The California Legionnaire Official quarterly publication of The American Legion Department of California, available in print and digital (PDF) formats, featuring news stories about veterans issues and how-to articles for filing VA benefits.
Veterans Service Officers (VSO) Accredited veteran service officers employed in eight regions across California who help veterans navigate the VA benefits system and provide direct assistance with filing claims.
Basic Training Free online course covering five topics: history and organization, Veterans Affairs & Rehabilitation, National Security, Americanism, and Children & Youth. Includes a 40-question exam with certificate of completion upon graduation.
California American Legion College (CALC) A three-day leadership training program that empowers American Legion Post leaders with proven management practices, compliance stewardship, collaborative partnerships, and strategic membership growth. Prerequisites include completing Basic Training and writing a resolution.
Member Orientation Training program for new and current post members covering the purpose and function of their Post and The American Legion, including New Member Welcome Packets, Member Handbooks, Initiation of New Members ceremonies, and sample orientation agendas.
Mindset Monday Monthly online training sessions held on the second Monday of each month at 6 PM, designed to elevate the American Legion Experience with strategies for leadership and community impact.
Training Tuesdays Monthly 60-90 minute training sessions held on the last Tuesday of each month, presented by The American Legion National Headquarters staff, covering topics aimed at Legion Family leaders in posts.
Buddy Check Program A veterans outreach program where American Legion posts are encouraged to perform buddy checks on members and former members who may need help, reaching out to veterans in their communities.
California Veterans Resources & How-To Hub Ongoing series of free guides to assist all California Veterans (not just Legionnaires) in understanding available programs and services. Monthly topics cover benefits, programs, and services offered by California, the federal government, or The American Legion.
MyLegion.org Platform A free, secure website for American Legion and Sons of The American Legion members to manage profile information, print membership cards, renew memberships online, view member-only discounts, and access training tools.

Quantifiable outcome

Veterans Service Officers employed in eight regions across California providing free VA benefits assistance
+1 more outcomes

Companies that use The American Legion, Department of California

Customer profile

Named customers1 record

Segments3 records

Ideal customer profiles2 records

The American Legion, Department of California technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration3 records

The American Legion, Department of California partnerships and signals

Strategic signal

Partnerships

Five partnerships are on record, tiered major, core and minor.

Scouting (Boy Scouts of America)majorStrategic or Co-development Partner · 1 January 1919A partnership dating back to 1919 connects American Legion posts with Scouting units across California and the nation. Built around leadership, citizenship, service, and responsibility, the relationship allows Legionnaires to mentor young people while promoting youth development. Legionnaires serve as scout leaders, sponsors, and volunteers in communities nationwide.
The American Legion AuxiliarycoreOthersThe American Legion Auxiliary is part of The American Legion Family with membership exceeding 600,000. Members are fiercely dedicated to serving, helping, and meeting the needs of veterans, the military, and their families. The Auxiliary operates with more than 8,000 units in communities across the nation.
Sons of The American Legion (SAL)coreOthersFounded in 1932, the Sons of The American Legion honors the service and sacrifice of Legionnaires with more than 372,000 members nationwide. Members include males whose parents or grandparents served in the U.S. military and were eligible for American Legion membership.
American Legion RiderscoreOthersAmerican Legion Riders is a program of motorcycle enthusiasts with more than 2,500 chapters that have helped raise more than $14 million for the Legacy Scholarship Fund. Riders perform services for American Legion-supported causes and provide support at military funerals. Participants must be members of The American Legion, Auxiliary, or Sons.
Operation Freedom PawsminorStrategic or Co-development PartnerNonprofit organization dedicated to empowering veterans through service dog training. Hosts annual Paws with Patriots Wine Gala events. The American Legion Department of California promotes these events as part of veteran support programs.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

The American Legion, Department of California competitors and assessment

Company assessment

Direct peers

Veterans of Foreign Wars (VFW): One of the oldest and largest congressionally chartered VSOs in the U.S., offering membership benefits, VA claims assistance, and advocacy. Directly comparable as a mass-membership VSO competing for the same wartime-veteran population and philanthropic dollars.
Disabled American Veterans (DAV): National VSO focused on disabled veterans, providing free claims assistance and advocacy. Directly competes for California veteran membership and federal advocacy influence, especially among veterans navigating VA disability claims.
American Veterans (AMVETS): Congressionally chartered VSO with state departments offering membership, benefits assistance, and patriotic programs. Closely comparable in structure (state departments, membership-based, four-pillar mission) and target member profile.
Vietnam Veterans of America (VVA): Congressionally chartered VSO serving Vietnam-era veterans with state councils, claims assistance, and advocacy. Comparable in mission, membership-fee structure, and statewide chapter organization.
Paralyzed Veterans of America: VSO providing free VA claims assistance and advocacy for veterans with spinal cord injuries and disabilities. Comparable as an accredited-VSO service provider and membership organization serving California veterans.
Military Order of the Purple Heart: VSO for combat-wounded veterans with state chapters offering claims assistance, advocacy, and member benefits. Comparable in accredited-VSO service delivery and combat-veteran membership structure.

Emerging players

Wounded Warrior Project: Modern, digital-first VSO focused on post-9/11 wounded veterans, offering programming, mental health, and career transition support. Comparable as a California-active VSO competing for the same younger-veteran donor and member pool with a non-post-based model.
Student Veterans of America: VSO focused on veterans in higher education through campus chapters, advocacy, and scholarships. Comparable in providing California-based veteran programming and competing for the post-9/11 veteran cohort and donor dollars.

Broad incumbents

California Department of Veterans Affairs (CalVet): State government agency administering California veterans' benefits, memorials, and CalVet home loan programs. Comparable as a California-wide provider of veteran benefits navigation, though as a public-sector counterpart rather than a competing nonprofit.
U.S. Department of Veterans Affairs (VA): Federal agency providing healthcare, disability compensation, education benefits, and memorial services to all U.S. veterans. The Legion's VSO claims-assistance function exists specifically to help veterans navigate this incumbent — a structural relationship rather than direct commercial competition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

The American Legion, Department of California compliance and trust

Trust signal

Compliance1 record

The American Legion, Department of California financial estimates

Financial estimate

Revenue estimate

Valuation estimate

The American Legion, Department of California leadership team

Management profile

Number of profiles

Profiles2 records

The American Legion, Department of California subsidiaries and ownership

Company hierarchy

Subsidiaries4 records

The American Legion, Department of California funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

The American Legion, Department of California M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about The American Legion, Department of California

What does The American Legion, Department of California do?

Is The American Legion, Department of California a public or private company?

The American Legion, Department of California is a private company. It is classified as nonprofit foundation owned and is currently operating.

When was The American Legion, Department of California founded?

The American Legion, Department of California was founded in 1919.

Where is The American Legion, Department of California based?

The American Legion, Department of California is headquartered in Sanger, United States, in the North America region.

How does The American Legion, Department of California make money?

Four revenue lines are on record. Membership Dues are the primary driver. The others are donations and Contributions, veterans Newspaper Subscriptions and car/Vehicle Donations.

Who are The American Legion, Department of California's main competitors?

Direct peers on record are Veterans of Foreign Wars (VFW), Disabled American Veterans (DAV), American Veterans (AMVETS), Vietnam Veterans of America (VVA), Paralyzed Veterans of America and Military Order of the Purple Heart. Emerging players are Wounded Warrior Project and Student Veterans of America. Broad incumbents are California Department of Veterans Affairs (CalVet) and U.S. Department of Veterans Affairs (VA).

Does The American Legion, Department of California have an API?

No public API is recorded for The American Legion, Department of California.

What industry is The American Legion, Department of California in?

The American Legion, Department of California's product category is Veterans Services. Its primary akta.pro industry code is BPAIAHAL, Veterans Affairs & Military Family Services, with a secondary code of BPAIAKAI, Veterans & Military Family Benefits Administration. Its NAICS code is 813410 and its SIC code is 8600.