On April 24, the West Palm Beach VA Healthcare System recognized NewDay USA at its 2026 "Crowned for Service" Volunteer Awards Ceremony, honoring the company's volunteer team for 2 years of consistent support. Lionel Marshall, Vice President of Training at NewDay USA, and his team have consistently shown up over the last two years.
The partnership started with a personal visit.
"It began in 2024 when I first started going to the West Palm Beach VA for my own healthcare," Marshall said. "Around that same time, we had launched our AEA department at NewDay USA, and I wanted our new hires to experience serving Veterans beyond just helping families over the phone. I wanted them to meet Veterans face-to-face and understand the impact service can have in person."
After several visits, Marshall noticed the facility was actively recruiting volunteers. He introduced himself to Machelle Jackson, the Volunteer Service Specialist at the VA, and made her an offer.
"I let her know we would always be able to provide 10 to 30 or more volunteers for events, and she honestly thought I was joking at first."
To make the commitment official, Marshall completed the VA's full volunteer onboarding process himself, including training and medical requirements, so he could represent both organizations in the partnership.
What the Work Entails
The West Palm Beach VA hosts events throughout the year for Veterans, their families, and residents receiving care at the facility. NewDay volunteers help Veterans navigate those events, push wheelchairs, assist with food, walk alongside them through car shows, hand out meals, and march in the annual Veterans Day Parade.
But Marshall says the most meaningful moments are about the people there.
"Some of the most meaningful moments come from the conversations. Many Veterans simply appreciate having someone there to listen to their stories and spend time with them."
One day in particular has stayed with him. At a VA event, Marshall spent hours pushing a 103-year-old female Marine Corps Veteran through a car show.
"The excitement and happiness she had were incredible to witness. She was a World War II Veteran, and hearing her stories reminded me exactly why I love what I do. Moments like that put everything into perspective. Being able to serve Veterans and their families, even in small ways, can have a lasting impact."
Consistency is Key
Asked what has kept the partnership running for two years, Marshall said:
"Honestly, consistency and commitment. Machelle will usually call or email me whenever the VA needs support, and my answer is always the same: we'll be there if we can help. It's an honor for our team to step outside the office and directly serve the men and women who sacrificed for our country."
The lesson he has taken from the work is one he believes more people need to hear.
"I've learned that every Veteran has a unique story, and every conversation teaches you something. I've had moments where I've spoken with Veterans for hours just listening to their experiences, their sacrifices, and the lives they've lived. Those conversations remind me that service doesn't end when the uniform comes off. A lot of Veterans simply want connection, community, and someone willing to listen."
