Coffee For The Troops Wildly Successful…Again
Thanks to the generosity of Books-A-Million customers in stores and online, our biannual “Coffee for the Troops” drive was a smashing success, eclipsing our contribution goal by 35,000 bags or 70%. During the entire month of May, customers alone donated more than 70,000 bags of freshly ground Joe Muggs coffee while Books-A-Million contributed an additional 15,000+ as part of a match pledge. Customers who donated in the store were even able to leave a personalized message on each bag to express their appreciation and support for the service members receiving them. With the help of campaign partner Soldiers’ Angels, the bags will make their way to VA hospitals and overseas posts just in time for Independence Day.
“We appreciate Books-A-Million and the thousands of customers who support our organization and the men and women serving in our Armed Forces,” said Amy Palmer, President and CEO of Soldiers’ Angels. “Without their generous support we would not be able to provide these goods to troops deployed overseas and veteran patients at VA Hospitals. These generous coffee donations give them a true taste of home and lets them know that they are not forgotten.”
Coffee for the Troops: 320,000 Bags Since 2012
Since the inception of Coffee for the Troops in 2012, Books-A-Million has partnered with Soldiers’ Angels to donate more than 320,000 bags of Joe Muggs coffee. In large part due to its customers and their generosity, Books-A-Million has exceeded contribution goals every year. In 2015, the May and October campaigns resulted in more than 110,000 bags donated; the total goal for the year was about 85,000 bags.
“Year after year, we are continuously amazed by our customers’ deep appreciation for the sacrifices our brave veterans and troops have made for this country,” said Natalie Blankenship, café buyer for Books-A-Million. “It is because of their ongoing support and generous donations that Books-A-Million is able to collect and send the comfort of coffee to service members in need.”