The initiative marks over 14 years of collaboration between the bookstore chain and the nonprofit. Beyond donating bags of coffee, patrons are encouraged to pen personal messages of support on the packaging, offering a direct link to home for those stationed abroad or recovering in VA hospitals. Roasting partner Royal Cup is backing the effort by contributing a 10% match toward the final donation total.

Scott Kappler, Vice President of Operations at Books-A-Million, noted that the goal reflects a desire to increase the campaign's impact compared to previous years. Soldiers' Angels President and CEO Amy Palmer emphasized that the program provides a vital sense of comfort for military families. The coffee will be shipped to recipients both globally and domestically following the conclusion of the drive on October 17.