Mr Viral
The Call of Duty Endowment is Changing Lives
When most folks think of Call of Duty, they tend to picture intense shooter gameplay, massive multiplayer lobbies, and a Hollywood blockbuster-level action. Yet behind the scenes, something deeper is at work, and it’s making a huge impact. It’s a mission with real-world consequences, and it’s truly changing lives. Since 2009, the Call of Duty Endowment has been quietly transforming the lives of thousands of military veterans, helping them find high-quality employment after their service ends. At Call of Duty NEXT in Las Vegas, I had the chance to sit down with Dan Goldenberg, President of the Call of Duty Endowment, to talk about how far the program has come, where it’s headed next, and everything in between.
Born From Respect
So, how did the Call of Duty Endowment start? The story began in the late 2000s, when the leadership at Activision started asking themselves a simple but powerful question: How can we give back to those who inspired the game?
At that time, veterans were returning from Iraq and Afghanistan. They were facing staggering unemployment rates, nearly twice the national average. Government programs were underperforming (I am being polite here), and many nonprofits struggled to make a meaningful impact. “It was clear veterans weren’t getting the support they deserved,” said Dan Goldenberg. “So we asked ourselves, ‘What do we know? What can we actually help with?’ And employment was something close to commerce. Something we could impact directly.”
What Veterans Really Need
It’s clear that the Endowment didn’t dive in blindly. They spent three years researching what actually worked in veteran employment, and in 2013, launched the Seal of Distinction. A program developed to identify and fund the most effective nonprofits helping veterans transition into the civilian workforce.
Their secret? As it turns out, the two most impactful services veterans need are surprisingly simple: resume preparation and interview practice. So simple, yet a tremendous challenge.
“These might seem basic, but when you’re coming out of the military (especially if you enlisted right out of high school), you don’t always know how to explain your experience in a civilian context,” Dan explained. “You might say, ‘I was a Sergeant in charge of a platoon in Afghanistan,’ but that doesn’t immediately translate to a hiring manager. Helping veterans understand the value of their leadership, logistics, safety, and training experience is critical.”
As it turns out, a Penn State study later confirmed exactly that. Veterans who receive professional help with resumes and interview prep are three times more likely to land a high-quality job. And that is amazing!
It’s Not Just About the Job, It’s About Purpose
One of the most compelling aspects of the Call of Duty Endowment is its focus on impact, not image or patting themselves on the back. You don’t see any over-the-top Endowment content drops or any other obnoxious social media campaigns. They fund based on results, not branding. And the results are impressive:
Over 150,000 veterans have been placed into meaningful careers so far.
The average starting salary? $75,000.
The cost per placement is 15x lower than similar government programs.
Veterans placed through Endowment grantees experience 40% better job retention.
The goal? Place 200,000 veterans into high-quality jobs by the end of the decade, a number larger than the entire U.S. Marine Corps.
But behind the data are real people. Like an Army infantry sergeant who, after being medically retired, struggled with doubts about his place in the world. “He thought of himself as just a door kicker,” Dan shared. “But through counseling, we helped him realize he had a passion for IT. After some training and a first job on a help desk, he was promoted twice in two years and became a senior IT manager. That’s the kind of transformation we’re talking about.”
Tackling Misconceptions Around PTSD and Mental Health
One aspect that surprised me was one of the biggest challenges facing veterans today. It isn’t PTSD or homelessness. It’s public perception.
“There’s a real disconnect between reality and how veterans are portrayed,” Dan said. “Yes, PTSD exists. Yes, there are veterans who need serious help. But the vast majority are highly capable, resilient individuals ready to contribute. The problem isn’t always trauma. It’s transitioning, helping them navigate a new world with the skills they already have.”
One interesting fact Dan indicated is that out of the 3 million Americans who served in combat zones over the past two decades, just 2,000 tragically lost limbs. Yet the narrative too often centers around extreme hardship.
“That’s not the average veteran,” Dan insists. “Most just need a shot and someone to believe in their potential.”
Small Budget, Massive Impact
Despite how much veterans ask for help with employment, less than 0.1% of the U.S. government’s $330 billion veteran budget goes toward job placement. The main government-run employment program is not only 15x more expensive than the Endowment’s approach, but its results are not as good.
In contrast, the Endowment estimates that every veteran they help land a meaningful private-sector job saves taxpayers $25,000 per year. How is this accomplished? By reducing reliance on unemployment benefits, healthcare, and other services.
“It’s not just good for the vets,” Dan said. “It’s good for the country.”
The Power of In-Game Activations
The Call of Duty Endowment doesn’t just live behind the scenes. As COD fans know, it’s present in the game, albeit not as much as it could be. Special in-game item drops, like Operator Packs and skins, directly fund the Endowment’s mission. Not to mention, it raises awareness.
In a typical year, these activations raise around $5 million, all of which goes directly to veteran job placement programs. “We get no cut,” Activision emphasizes. “Every cent goes to the Endowment.”
But the value goes beyond dollars. “The awareness these campaigns bring is incredible. Millions of players are exposed to the stories of real veterans – people like Danielle Green.”
Danielle Green: From Star Athlete to American Hero
Danielle Green, a former college basketball star, volunteered for the Army after 9/11 and tragically lost her arm in combat. She’s now the face of a new in-game pack designed to tell her story and change the narrative around wounded veterans.
“In a world where the focus is often on trauma, we want to spotlight empowerment,” Dan explained. “We’re not interested in down-and-out veteran stories. We want to show what veterans are capable of and why they make incredible employees, leaders, and citizens.”
Code Bowl & Global Reach
Events like the Call of Duty CODE Bowl (which draws over a million viewers worldwide) serve as a major awareness engine for the Endowment’s mission. With sponsorships from major organizations like USAA, Corsair, and Pilot Flying J, the CODE Bowl amplifies the Endowment’s message to a global military community.
“These companies don’t just talk, they hire veterans, and they back it up with funding that goes straight into job placement. We’re incredibly grateful.”
While the team couldn’t reveal too much about future collaborations (especially with Black Ops 7 around the corner), they hinted at exciting developments ahead. “We’re always working on meaningful content that honors veterans and tells their stories in authentic, empowering ways.”
The Call of Duty Endowment isn’t just a charitable initiative; it’s a movement to redefine how we view veterans, how we support them, and how we integrate them back into society. With over 150,000 veterans placed, and a track record of unmatched efficiency and impact, it’s clear that this mission is anything but a side project.
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