American Legion Auxiliary

What American Legion Auxiliary does

The American Legion Auxiliary (ALA) is a 501(c)(19) nonprofit veterans service organization founded in 1919 during the first National Convention of The American Legion. Headquartered in Indianapolis, Indiana, it operates a three-tiered hierarchy spanning national headquarters, 52 state-level departments (including Puerto Rico and the District of Columbia), and more than 7,000 local units in communities across the USA and overseas. Its mission is to support The American Legion and serve veterans, military personnel, and their families through advocacy, volunteer services, financial assistance, youth mentorship, and patriotic programming; eligible members are women connected to veterans (mothers, wives, sisters, daughters, grandmothers, and female descendants of American Legion members).

ALA's core operational technology is the ALAMIS (ALA Membership Information System) / MyAuxiliary Member Portal, used for membership processing, reporting, and dues payment, alongside the ALA Academy online training platform for member education. Its product surface spans flagship programs such as the National Veterans Creative Arts Festival (co-presented with the U.S. Department of Veterans Affairs since 2000), the Auxiliary Emergency Fund (AEF) for members in financial crisis, the Poppy Program, ALA Girls State / ALA Girls Nation, multiple scholarship programs, and the VAVS (Veterans Affairs Voluntary Service) volunteer placement program. Revenue is derived from membership dues, charitable donations (including AmazonSmile and planned/estate giving), ALA Foundation grants, and minor corporate fundraising partnerships — no public pricing is disclosed.

Name

American Legion Auxiliary

Legal name

American Legion Auxiliary

Website

https://legion-aux.org

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

The American Legion Auxiliary is a 501(c)(19) nonprofit veterans service organization founded in 1919 that supports veterans, military personnel, and their families through advocacy, volunteer programs, financial assistance, and youth mentorship across 7,000+ local units in the USA.

Ownership category

akta.pro rank

Product category

Veterans Support Nonprofit Services

NAICS

Civic and Social Organizations (813410), Social Advocacy Organizations (8133), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Veterans Affairs & Military Family Services (BPAIAHAL)

akta.pro secondary industries

Veterans & Military Family Benefits Administration (BPAIAKAI), Veterans & Military-to-Civilian Transition Programs (EDAAAOAH), Veterans, Military & Employer/Third-Party Billing Benefits (EDALAJAJ)

Keywords

• Veterans support services
• Membership organization
• Scholarship programs
• Youth patriotic programs
• Nonprofit veteran advocacy

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership dues collected from members at local units, remitted through state departments to national headquarters. Dues structure varies by membership type (senior, junior).
2. Donations and Charitable Contributions: The organization accepts donations through its website portal (donate.legion-aux.org), including monthly giving programs and planned/estate giving. Also participates in AmazonSmile through SmileAssociate program.
3. ALA Foundation Grants: The American Legion Auxiliary Foundation provides grants to support veteran programs, youth initiatives, and creative arts festivals, funded through charitable donations.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The American Legion Auxiliary is a membership-based nonprofit that supports veterans, military personnel, and their families through community volunteer programs, advocacy, youth patriotic education (ALA Girls State, ALA Girls Nation), scholarship awards, disaster relief grants via the Auxiliary Emergency Fund, and creative arts therapy through the co-presented National Veterans Creative Arts Festival. It also operates a wholly-owned foundation (American Legion Auxiliary Foundation) that issues grants to support veteran and youth programs, and uses the ALAMIS system plus a member portal to manage dues, training, and engagement across more than 7,000 local units.

Product overview

The American Legion Auxiliary is a membership organization supporting veterans, military, and their families. It operates primarily as a service organization rather than a technology product company. The organization's offerings include membership management through ALAMIS/MyAuxiliary Member Portal, online training via ALA Academy, financial assistance through the Auxiliary Emergency Fund, scholarship programs, and various youth programs (ALA Girls Nation, ALA Girls State). Its flagship initiatives include the National Veterans Creative Arts Festival (co-presented with the VA since 2000), the Poppy Program, and advocacy efforts. The organization has over 7,000 local units in communities across the USA.

Differentiator

Problem solved

Functional benefit

Brands

• ALA Girls State: Patriotic youth program teaching government and leadership
• ALA Girls Nation
• National Veterans Creative Arts Festival (NVCAF)
• Auxiliary Emergency Fund (AEF)
• ALA Foundation
• ALA Academy

Products and services

• ALAMIS (ALA Membership Information System) Membership management system used by American Legion Auxiliary members and unit leaders to process memberships, access reports, and pay annual dues. Serves as the operational backbone of the organization's distributed membership of 7,000+ local units.
• MyAuxiliary Member Portal Online self-service portal for ALA members providing access to membership resources, forms, guides, reports, recruitment tools, and integration with the ALA Academy training platform.
• ALA Academy Online training platform offering courses for ALA members to develop skills for serving veterans, military personnel, and their families. Accessible via the MyAuxiliary Member Portal.
• Auxiliary Emergency Fund (AEF) National grant assistance program that provides financial assistance to eligible ALA members who have experienced a significant financial setback due to an act of nature or other personal crisis.
• ALA Scholarships Scholarship programs including Children of Warriors National Presidents', Non-Traditional Student, Spirit of Youth, and Member Loyalty scholarships for eligible ALA members, descendants of veterans, and youth participants.
• National Veterans Creative Arts Festival (NVCAF) Annual festival co-presented since 2000 with the U.S. Department of Veterans Affairs, showcasing veteran talents in visual arts (51 categories), performing arts (100 categories), creative writing, dance, drama, and music for therapeutic rehabilitation purposes.
• ALA Girls Nation National patriotic youth program where high school juniors serve as 'senators' simulating the federal government and write legislation. Operated alongside the state-level ALA Girls State program.
• ALA Girls State State-level patriotic youth program where high school juniors learn about American government and citizenship, serving as a feeder program to ALA Girls Nation.
• Poppy Program Program distributing remembrance poppies to honor veterans and raise funds for veteran support, rooted in the tradition started by ALA member Moina Michael; includes the National Poppy Poster Contest for youth.
• American Legion Auxiliary Foundation Grants Grant programs from the American Legion Auxiliary Foundation including Veterans Creative Arts Festival (VCAF) grants and Mission in Action grants supporting veteran services and ALA unit activities at the community level.

Quantifiable outcome

• Helped draft the GI Bill in 1944
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• U.S. Department of Veterans AffairsflagshipStrategic or Co-development Partner · 1 January 2000Since 2000, the American Legion Auxiliary has co-presented the National Veterans Creative Arts Festival alongside the U.S. Department of Veterans Affairs. The partnership supports veteran rehabilitation through creative arts therapy. ALA members, units, and departments make monetary donations to support the event, and members have opportunities to meet and develop relationships with participating veterans. The visual arts division includes 51 categories and the performing arts division includes 100 categories.
• The American LegioncoreStrategic or Co-development PartnerThe American Legion Auxiliary supports The American Legion and advances its mission. Founded during the first National Convention of The American Legion in 1919, the ALA is part of 'The American Legion Family' which includes The American Legion, Sons of the American Legion, and American Legion Riders. The organizations work together on advocacy, legislative priorities, and veteran support programs including the GI Bill advocacy.
• American Legion Auxiliary FoundationcoreStrategic or Co-development PartnerThe ALA Foundation provides grants to support ALA mission activities including Veterans Creative Arts Festival (VCAF) Grants. Example: A $2,500 VCAF grant supported a local veterans creative arts festival in Vermont where four dozen veterans participated. The foundation also supports various veteran service projects and mission outreach through grant funding.
• Veterans Affairs Voluntary Service (VAVS)coreStrategic or Co-development PartnerALA members volunteer at VA medical facilities through the Veterans Affairs Voluntary Service program, providing support to veterans in healthcare settings. The organization has VAVS Representatives and recognizes volunteers of the year through this partnership.
• SmileAssociate (AmazonSmile)minorGTM or Marketing PartnerThe organization participates in the AmazonSmile program through SmileAssociate, allowing supporters to direct a percentage of eligible purchases to the ALA as a charitable donation.
• R.RiveterminorGTM or Marketing PartnerHandbag company R.Riveter partners with ALA to give back to the organization through handbag auctions that support ALA mission activities. The partnership provides fundraising opportunities while raising awareness of ALA programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AMVETS (American Veterans): Congressionally chartered VSO with comparable membership structure, veteran and family support programs, and legislative advocacy footprint — a direct comparator for scale and program breadth.
• The American Legion: The parent organization within 'The American Legion Family'; ALA was founded at its first National Convention in 1919 and exists to support its mission, sharing overlapping programs, membership structure, and federal advocacy priorities.
• Disabled American Veterans (DAV): Membership-driven VSO focused on veteran benefits, advocacy, and volunteer service at VA facilities — overlapping ALA's VAVS deployment, Capitol Hill advocacy, and membership dues funding model.
• Veterans of Foreign Wars (VFW): Comparable membership-based veterans service organization with a national/state/post hierarchy, federal advocacy presence, and programs serving veterans, military families, and youth — directly overlapping ALA's mission and donor pool.
• Military Order of the Purple Heart: Membership-restricted VSO serving combat-wounded veterans and their families; comparable in its restricted eligibility, advocacy focus, and VA volunteer partnerships.

Emerging players

• Team Rubicon: Veteran-led disaster response nonprofit that recruits and deploys veteran volunteers — overlaps ALA's volunteer-deployment and disaster-relief positioning with a younger member profile.
• Blue Star Families: Nonprofit supporting military families with research, programming, and community-building; overlaps ALA's family-support mission but skews younger and more digital.
• Student Veterans of America: Membership organization supporting veteran students on college campuses; overlaps ALA's scholarship and education programming for a younger, post-9/11 cohort.

Broad incumbents

• Wounded Warrior Project: Larger, better-funded modern VSO focused on post-9/11 wounded veterans with programmatic direct-service delivery — competes for the same donor base and policy attention as ALA.
• USO (United Service Organizations): Long-standing nonprofit supporting active-duty service members and families via programs, entertainment, and care packages — comparable in scale, mission adjacency, and federal/brand partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/AmericanLegionAux/featured
• Facebookfacebook.com/alaforveterans
• Instagraminstagram.com/alaforveterans
• Xx.com/ALA7DistDeptIN
• LinkedInlinkedin.com/company/american-legion-auxiliary

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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Frequently asked questions about American Legion Auxiliary