Public, Society Benefit


Lace Up, America!

aka The Boot Campaign, Inc

Tyler, TX


The Boot Campaign is a national veteran service nonprofit dedicated to igniting the inner patriot in all Americans and provide life-improving programs to veteran and military families nationwide.

Ruling Year


Chief Executive Officer

Shelly Kirkland

Vice President of Finance

Melissa Hopson

Main Address

535 WSW Loop 323 Suite 206, PMB 160

Tyler, TX 75701 USA


Awareness, Veterans, Military, Boot, Campaign, Patriotism, PTSD, TBI





Cause Area (NTEE Code)

Military/Veterans' Organizations (W30)

IRS Filing Requirement

This organization is required to file an IRS Form 990 or 990-EZ.

Sign in or create an account to view Form(s) 990 for 2016, 2015 and 2014.
Register now

Social Media

Programs + Results

What we aim to solve New!

Raising Awareness & Inspiring Patriotism: 71% of civilians know little or nothing about the problems military personnel faced. Boot Campaign strives to connect the 90% of Americans who have not served with the less than 1% who are currently wearing a uniform and the 10% who have in previous generations. Programs for Veterans & Military Families: There is a gap in services for veterans. Less than 50% of military service personnel and veterans who experience invisible wounds such as traumatic brain injury or PTSD actually receive any care. However, an estimated 83% of warriors with visible wounds do. Boot Campaign wants to close that gap. The most recent data says suicide in veterans age 25 to 34 is on the rise – up 10% from 2015 to 2016 alone. Studies show that untreated or inadequately treated invisible wounds can lead to longer term consequences such as impaired health, lost work, reduced quality of life, homelessness, domestic violence, family strain, substance abuse, and suicide.

Our programs

What are the organization's current programs, how do they measure success, and who do the programs serve?

SOURCE: Self-reported by organization

Health & Wellness Program

Veteran Ambassador Program

Santa Boots

Where we workNew!

Charting Impact

Five powerful questions that require reflection about what really matters - results.

SOURCE: Self-reported by organization

What is the organization aiming to accomplish?

What are the organization's key strategies for making this happen?

What are the organization's capabilities for doing this?

How will they know if they are making progress?

What have and haven't they accomplished so far?

Assistance: Boot Campaign provides life-changing programs to veterans and military families nationwide. Boot Campaign's flagship health and wellness program seeks to provide access and funding so that veterans can receive the treatment and training they need for the “Big 5” invisible wounds – PTSD, TBI, chronic pain, insomnia and self-medication. Santa Boots delivers special gift boxes to military families at holiday time. Inspiring awareness and patriotism: Boot Campaign's #LaceUpAmerica Campaign is a year-round effort that encourages everyday Americans and celebrities to lace up in combat boots and post their photos to social media. The effort culminates in the week leading up to Veteran's Day with a concentrated social media push known as National Boot Week. Why combat boots? They are a recognizable symbol of support for the military community.

Inspiring awareness and patriotism: In addition to its #LaceUpAMERICA campaign, Boot Campaign shares stories on its channels and with the media that illustrate how individuals and families adapt and overcome from invisible wounds and highlights people and organizations that collaborate for the betterment of the military community. Demonstrate Excellence: Boot Campaign helps collect scientific data that can contribute to improving future treatment protocols and demonstrate an ROI on its health and wellness program. Elevate Programs: Boot Campaign's goal is to continually improve. Expanding partnerships with top-tier institutions as well as adding resources to the pipeline for individual counseling & mental health; coaching and next steps to life improvement; and family counseling and support. Expand Reach: Boot Campaign is constantly exploring avenues that will allow it to serve more veterans and military families.

We employ a nimble and agile staff who are servant leaders dedicated to the Boot Campaign mission. We join forces with top-tier, like-minded organizations to leverage our collective ability to reach veterans and military families. We have an established track record of excellence with a BBB stamp of approval for charitable organizations, a GuideStar Gold rating and are a Top-Rated charity with charity watchdog Great Nonprofits. Our social media reach and following is strong. We have a strong network of veteran ambassadors, board members, advisory board members, cause marketing partners and supporters. Our executive leadership team is experienced in building relationships, communications, strategy and operations.

Key Indicators of success include: number of veterans we are able to serve; number of followers on social media; participant feedback surveys; scientific data from partner organizations related to treatment and training pre- and post-test outcome measures; retail sales; sources of funding support; and maintaining an 85/15 ratio of program to overhead ratio.

Since 2011, Boot Campaign has raised more than $22,000,000. Today 85 percent of funds go directly toward mission-driven programs. In 2016 Boot Campaign narrowed its programatic focus to concentrate on its health and wellness initiative for veterans with invisible wounds. Self-reports from health and wellness participants are promising. 100% would recommend Boot Campaign’s Health & Wellness program to a friend 100% reported they would go through the program again if needed 100% of candidates surveyed who received TBI therapies reported issues as “Improved” 75% of candidates surveyed who received PTSD therapies reported issues as “Improved” Boot Campaign wants to continue to improve and expand its ability to serve veterans and military families in the health and wellness space.

External Reviews

Affiliations & Memberships

Chamber of Commerce

Texas Association of Nonprofit Organizations

Better Business Bureau Wise Giving Alliance - Organization

Combined Federal Campaign



Fiscal year: Jan 01 - Dec 31

Need more info on this nonprofit?

Need more info on this nonprofit?

FREE: Gain immediate access to the following:

  • Address, phone, website and contact information
  • Forms 990 for 2016, 2015 and 2014
A Pro report is also available for this organization for $125.
Click here to view a Sample Report.


The people, governance practices, and partners that make the organization tick.

Need more info?

FREE: Gain immediate access to the following:

  • Address, phone, website and contact information
  • Forms 990 for 2016, 2015 and 2014
A Pro report is also available for this organization for $125.
Click here to see what's included.

Board Leadership Practices

GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section, which enables organizations and donors to transparently share information about essential board leadership practices.

SOURCE: Self-reported by organization


Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations?



Has the board conducted a formal, written assessment of the chief executive within the past year?



Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements in the past year?



Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership?



Has the board conducted a formal, written self-assessment of its performance within the past three years?