In September 2003, JINSA established the Deserving Soldiers Holiday Appeal through the guidance of Major General Sid Shachnow, USA (ret.). The Deserving Soldiers Holiday Appeal distributes funds to military families who are identified by their unit commanders as in critical need of financial assistance to participate fully in the holiday season. These families have or had a breadwinner serving in Iraq, Afghanistan and other countries where American troops are deployed or have had a family member killed in action. Funds are distributed from Thanksgiving to New Year's Day.