Honoring America's Veterans

What Honoring America's Veterans does

Honoring America's Veterans is a 501(c)(3) nonprofit organization founded in 1997 and headquartered in Scottsdale, Arizona, that operates the Phoenix Veterans Day Parade and a portfolio of related veteran-focused programs. The organization's core offering is the annual Phoenix Veterans Day Parade held every November 11th, which it bills as one of the largest Veterans Day parades in the United States by spectator attendance (45,000+) and which has run continuously since 1997. Adjacent programs include the Heroes Veterans Program (Honor Our Heroes Grand Marshal competition and essay competition), Veterans Forum, Pearl Harbor Day commemoration, Memorial Day events, Tattered Flag Project, Project Valor Service Dog Companion Program, and a Business Summit, with a newly launched podcast extending year-round audience reach.

The organization's underlying technology stack is limited to a standard nonprofit website with e-commerce donation functionality and active social media channels (Facebook, YouTube, Instagram, LinkedIn); no proprietary technology, APIs, AI capabilities, or patents are disclosed. Distribution is event-driven and community-based, primarily concentrated in the Phoenix metropolitan area, with regional Southwest U.S. market scope and a 25+ year operating history.

Its business model is donation- and sponsorship-based rather than commercial. Revenue is generated through one-time donations, monthly recurring donations, Valor Fund tiered membership (Copper $250, Turquoise $500, Silver $1,000, Gold $1,500), corporate sponsorships of the parade and ancillary events, IRA Qualified Charitable Distributions (up to $108,000 in 2025), stock/securities transfers, Donor Advised Fund grants, employer matching gifts, tribute gifts, and event tickets. Customer/sponsor segments include large national brands across financial services (USAA, JP Morgan Chase, Bank of America, American Express), healthcare (TriWest, Humana, Cigna, Aetna), technology (Intel, Waymo, GoDaddy), media (KTAR News, KNXV-ABC15), and sports (Arizona Cardinals), as well as high school student participants and individual community donors. The organization is led by Parade Coordinator Paula Pedene and governed by an independent Board of Directors with no parent company, PE, or VC ownership.

Name

Honoring America's Veterans

Legal name

Honoring America's Veterans

Website

https://honoringamericasveterans.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Honoring America's Veterans is a 501(c)(3) nonprofit in Scottsdale, Arizona, founded in 1997, that operates the annual Phoenix Veterans Day Parade (45,000+ spectators) and related veteran-focused programs, funded through donations, tiered Valor Fund memberships, and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Veterans Services Nonprofit

NAICS

Civic and Social Organizations (8134), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Veterans Affairs & Military Family Services (BPAIAHAL)

akta.pro secondary industries

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA), Veterans & Military-to-Civilian Transition Programs (EDAAAOAH), Monuments, Statues & Memorials (THAJACAB)

Keywords

• Veterans recognition programs
• Community event organization
• Nonprofit fundraising services
• Veterans day parade
• Corporate event sponsorship

Headquarters

HQ city

Scottsdale

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, Others

Revenue model

1. Donations: Individual donations collected through the organization's website using e-commerce functionality. Donors can give one-time gifts or set up recurring monthly donations at various price points ($25, $50, $100 or custom amounts).
2. Valor Fund Membership: Annual tiered membership program with four levels: Copper ($250), Turquoise ($500), Silver ($1,000), and Gold ($1,500). Higher tiers receive increasing VIP seating benefits at Veterans Day Parade, Pearl Harbor Day Event, and Tattered Flag Event, plus website recognition.
3. Sponsorships: Corporate sponsorships for parade entries, floats, marching bands, and event visibility. Includes sponsorship of the Veterans Forum, Pearl Harbor Day, Tattered Flag Project, and the essay competition.
4. Qualified Charitable Distributions: Accepts stock/securities transfers (avoiding capital gains), IRA Required Minimum Distributions (up to $108,000 in 2025), Donor Advised Fund grants, and employer matching gifts.
5. Tribute Gifts: Honor someone special with a custom donation to celebrate birthdays, milestones, anniversaries, or memorials. The organization notifies honorees or their families.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Honoring America's Veterans is a 501(c)(3) nonprofit that organizes and presents the annual Phoenix Veterans Day Parade and a portfolio of related veterans recognition programs, including the Veterans Forum, Pearl Harbor Day commemoration, Tattered Flag Project, Project Valor Service Dog Companion Program, Essay Competition, and Business Summit. Revenue is generated through individual donations, tiered Valor Fund memberships, corporate event sponsorships, and accepted-in-kind contributions such as stock transfers and IRA Qualified Charitable Distributions.

Product overview

Honoring America's Veterans is a 501(c)(3) non-profit organization that operates as a single unified offering focused on organizing and presenting the Phoenix Veterans Day Parade (started in 1997) along with a portfolio of related veterans programs. The core product is the annual Phoenix Veterans Day Parade held on November 11th, supported by related programs including the Heroes Veterans Program (with the Honor Our Heroes Grand Marshal competition and annual Essay Competition), Veterans Forum, Project Valor Service Dog Companion Program, Tattered Flag Project, Pearl Harbor Day commemoration, and Business Summit. Revenue is generated through a structured set of donation and sponsorship products including Custom Donations, Monthly Recurring Donations, the Valor Fund Charter Membership tier program (Copper through Gold levels), and event sponsorship packages (Parade Sponsorship, Veterans Forum Sponsorship, Pearl Harbor Day Sponsorship, Tattered Flag Sponsorship), as well as Grand Marshal Event Tickets and VIP Club membership. The organization also accepts donations via Zelle, stock/securities transfers, IRA Qualified Charitable Distributions, Donor Advised Funds, and employer matching gifts.

Differentiator

Problem solved

Functional benefit

Brands

• Phoenix Veterans Day Parade: Annual parade held on November 11th honoring U.S. veterans
• Heroes Veterans Program
• Veterans Forum
• Project Valor Service Dog Companion Program
• Tattered Flag Project
• Honor Our Heroes Program
• Valor Fund
• Veterans Grand Marshals Honor Society

Products and services

• Phoenix Veterans Day Parade Annual Veterans Day parade held November 11th in Phoenix, presented by the organization with floats, marching bands, veterans entries, and celebrity/era Grand Marshals. Free admission for spectators.
• Heroes Veterans Program Flagship veterans recognition program featuring the Honor Our Heroes Veterans Grand Marshal competition, essay competition, and parade participation.
• Veterans Forum Community forum fostering camaraderie and connection for veterans and their families, supported by donations for coffee and water at events.
• Pearl Harbor Day Commemoration Annual Pearl Harbor Day commemorative event with associated sponsorship opportunities.
• Project Valor Service Dog Companion Program Program providing service dog companions to veterans in need.
• Tattered Flag Project Commemorative project honoring veterans through flag-related events and activities.
• Essay Competition Annual high school essay contest where students write 300-400 word essays on the parade theme; winners receive $250 cash prizes, parade participation, memorabilia, and teachers receive $250 for classroom use.
• Business Summit Business-focused veterans event and program offering for veteran entrepreneurs and business supporters.
• Veterans Grand Marshals Honor Society Recognition program honoring selected veterans as Grand Marshals representing their era of service, with bios printed in parade program and online.
• VIP Club Exclusive membership club for veteran supporters providing special benefits and engagement opportunities.
• Valor Fund Charter Membership Annual tiered giving program with four benefit tiers: Copper ($250), Turquoise ($500), Silver ($1,000), and Gold ($1,500), offering VIP seating at the Veterans Day Parade, Pearl Harbor Day Event, and Tattered Flag Event, plus name recognition on the website.
• Custom Donation Customizable monetary donation option allowing donors to give any amount to support veterans programs, with tribute gift option to honor someone special.
• Monthly Donation Recurring monthly donation program enabling ongoing support for veterans, with calculated annual impact examples such as $25/month for veterans forum coffee, $50/month for volunteer support, and $100/month for parade band stipends.
• Parade Sponsorship Sponsorship package for organizations to participate in the Phoenix Veterans Day Parade with floats, vehicles, marching bands, or other entries.
• Veterans Forum Sponsorship Sponsorship opportunity for the Veterans Forum event, supporting community forums for veterans and their families.
• Pearl Harbor Day Sponsorship Sponsorship package for the annual Pearl Harbor Day commemorative event.
• Tattered Flag Sponsorship Sponsorship package for the Tattered Flag Project event.
• Grand Marshal Event Ticket Ticket to attend the Celebrity Grand Marshal event, allowing supporters to meet the celebrity grand marshal.

Quantifiable outcome

• 45,000+ spectators annually at the Phoenix Veterans Day Parade
• +2 more outcomes

Named customers16 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• USAAflagshipGTM or Marketing PartnerUSAA is a Medal of Honor sponsor of the Phoenix Veterans Day Parade, providing significant financial support for one of the largest veterans recognition events in the country.
• University of PhoenixflagshipGTM or Marketing PartnerUniversity of Phoenix is a Medal of Honor sponsor of the Phoenix Veterans Day Parade, supporting veteran education and recognition initiatives.
• TriWest Healthcare AllianceflagshipGTM or Marketing PartnerTriWest Healthcare Alliance is a Medal of Honor sponsor of the Phoenix Veterans Day Parade, supporting healthcare access for veterans in Arizona.
• KTAR NewsflagshipStrategic or Co-development PartnerKTAR News is a co-presenter of the 'Honor Our Heroes' program, providing media coverage and promotion for the Veterans Grand Marshal program and parade events.
• KNXV-ABC15coreStrategic or Co-development PartnerABC15 Arizona serves as a media sponsor for the Phoenix Veterans Day Parade, providing news coverage and promoting veteran recognition events.
• General DynamicsminorGTM or Marketing PartnerGeneral Dynamics is a parade sponsor supporting veteran recognition efforts.
• Arizona CardinalsminorGTM or Marketing PartnerNFL team Arizona Cardinals sponsors the parade and participates in the event.
• IntelminorGTM or Marketing PartnerIntel is a parade sponsor supporting veteran recognition.
• The Arizona RepublicminorGTM or Marketing PartnerLocal newspaper sponsors the parade and provides media coverage.
• Amazon (Warriors at Amazon)coreGTM or Marketing PartnerAmazon's Warriors at Amazon employee group participates in the parade, with veteran employees from various chapters supporting veteran causes.
• U-HaulminorGTM or Marketing PartnerU-Haul, founded by veteran William E. 'Hap' Carty, is a parade sponsor and supports veteran hiring initiatives.
• Veterans Upward Bound (ASU)coreStrategic or Co-development PartnerVeterans Upward Bound at Arizona State University helps veterans transition to higher education. Coordinator Ashley Marshall, a former Grand Marshal, connects veterans with educational opportunities.
• Wreaths Across AmericacoreStrategic or Co-development PartnerPartnership for honoring interred veterans at Mountain View Cemetery in Mesa, Arizona. Nancy Fassbender has led this initiative for six years.
• Honor HousecoreStrategic or Co-development PartnerPatricia Little-Upah chaired the Board of Directors for Honor House, an organization dedicated to serving transitioning veterans from Iraq and Afghanistan.
• Special Operators Transition FoundationminorStrategic or Co-development PartnerDavid Clukey is a Fellow with this nonprofit committed to helping Special Operations Forces veterans transition from the military into successful careers.
• POW/MIA/KIA Honor GuardcoreStrategic or Co-development PartnerFounded by Vietnam veteran David Carrasco, this award-winning Honor Guard provides full military honors at funerals and participates in parade events.
• Veterans Heritage ProjectminorStrategic or Co-development PartnerDavid Clukey shares his wartime experiences with high school youth through this organization.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Customer concentration

• YouTubeyoutube.com/c/HonoringAmericasVeterans
• Facebookfacebook.com/HonoringAmericasVeterans
• LinkedInlinkedin.com/company/honoring-arizonas-veterans
• Instagraminstagram.com/honoringamericasveterans

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Honoring America's Veterans