The Veterans Charity, a national organisation dedicated to supporting veterans in urgent need, has long been recognised for its rapid, compassionate response to crises.
Its partnership with the Veterans’ Foundation began during the COVID-19 pandemic, when demand for its support and the charity urgently needed funding to keep up.
Danny Greeno, CEO of The Veterans Charity, recalls: “During the early days of COVID, our caseload doubled overnight, and income dropped by £60,000 because our fundraising events were cancelled.
We turned to the Veterans’ Foundation for help, and we were amazed at how responsive and quick they were. The grant came through just when we needed it most, it was a real lifeline.”
One poignant example of the charity’s work illustrates the impact of this support. Danny recalls:
“We had a call from a woman whose father, a former Royal Navy officer and Falklands War veteran, was terminally ill. His wife was struggling to care for him at home, and they were running out of necessities, and the daughter was putting food shopping on her credit card.
We organised large food deliveries, supplied incontinence pads, and provided clothing and bedding. It was like grocery shopping, but it made a profound difference.”
Tragically, the veteran later passed away, but the support provided eased his family’s distress and left a lasting impact. Danny says, “They never forgot what we did.”
The Veterans Charity’s approach goes beyond material assistance, addressing fundamental needs so veterans can then access other essential services.
Danny explains: “We work with the Maslow’s Hierarchy of Needs Principle in mind.
If someone does not have food, warmth, or shelter, they cannot engage with mental health support or other services.
That’s where we step in, quickly, compassionately, and effectively.”
Despite its lean operational model, the charity has remarkable reach.
With one office, a team of ten, and around 45 volunteers nationwide, many of whom are veterans themselves, they manage a significant caseload.
Danny notes: “Between our five volunteer welfare officers, there’s 110 years of military service. That lived experience makes them compassionate and highly effective.”
The partnership with the Veterans’ Foundation has been transformative, both financially and strategically. Most recently, in December 2025, the Foundation awarded £30,000, funding welfare provisions for over 250 veterans and their families, covering essentials like food, clothing, and household necessities.
Beyond the funds, the support has validated the charity’s mission and allowed them to focus on welfare rather than fundraising, ensuring that their attention stays where it matters most which is helping veterans in crisis.
Danny concludes, “The Veterans’ Foundation genuinely cares about the needs of the sector. They ask what our priorities are, what we need, and how we can make the biggest impact.
Their personal touch is game-changing.”
As demand continues to grow, The Veterans Charity remains dedicated to its mission: providing urgent, practical support to those who served. With the ongoing backing of the Veterans’ Foundation, they can continue transforming lives, one veteran at a time.
