In 2020, we rebranded from Veterans Resource Centers of America to Nation’s Finest. Since 9/11 and the wars in Iraq and Afghanistan, thousands of new charitable organizations have been created to address a wide range of veterans’ needs. According to GuideStar, more than 45,000 nonprofit organizations devoted to veterans and their families are registered with the IRS.

We’re not new. We’ve been around for almost half a century and have been recognized by The White House as a model for effective community-based services to veterans, but the unique set of challenges faced by America’s veterans are constantly evolving along with the landscape of veteran service agencies.

We understand the challenge of standing out in a crowded field, and we also know that standing out is a prerequisite for staying ahead of these challenges and evolving along with the needs of our veterans. The name Veterans Resource Centers of America, while descriptive of our overall identity and mission, proved too generic in a sector that has never been more competitive than it is today.

To continue to be able to capture the attention of the volunteers, donors, and community leaders we depend on, and to ensure that veterans who need our services can find us, we knew we had to make a change. We needed a new identity that adequately represented the importance of our mission and honored the service and sacrifice of the veterans we serve.