Chapter leaders are the “lifeblood” of the Association of the U.S. Army, providing a “vital connection” between soldiers, families and veterans and the American public, said retired Gen. Bob Brown, AUSA president and CEO.

Speaking Oct. 12 at an awards ceremony and reception for AUSA’s volunteer leaders one day before the association’s 2025 Annual Meeting and Exposition in Washington, D.C., Brown lauded their hard work and dedication to AUSA’s mission.

“All our volunteers are amazing. They’re the lifeblood of the organization,” Brown said, emphasizing the chapter leaders’ efforts to connect their local communities with all components of the Total Army.

Brown specifically thanked the attendees for their initiatives on behalf of three AUSA priorities: community partnerships, support for ROTC and initiatives to assist the Army with recruiting.

Many civilians are only familiar with the Army through references in popular culture, and while the service is making efforts to reach out to the public, many challenges remain, Brown said. “The way they do it is through you all … whether you’re near an installation or hundreds of miles away,” he said. “People see what AUSA does for soldiers and veterans, on and off post. … Your partnership makes a huge, huge difference.”

Brown also stressed the need for support of the Reserve Officers’ Training Corps. “ROTC does not get what it deserves as the largest source of commissioned officers,” he said, noting the importance of chapter-facilitated staff rides and professional development events. “We are grateful for your efforts. All you do has a tremendous impact,” he said.

While Army recruiting has improved after a challenging three years, recruiting will “go in cycles,” and constant support is needed, Brown said. He pointed to the efforts of AUSA volunteer leaders in testing the U.S. Army Prep for Success Digital Engagement Experience app, which boosted increased recruiting performance across the force, according to the Army.

Retired Brig. Gen. Jack Haley, AUSA’s vice president for Membership and Meetings, echoed Brown’s sentiments. “Thank you. Thank you for being a volunteer and being an AUSA leader. Let’s face it—we cannot execute our mission without you,” Haley said. “Your dedication gives us the reach to educate, inform and connect America with her Army.”

— Luc Dunn