The 250th birthday of the United States presents an opportunity for nonprofit organizations and major companies such as Walmart and Coca-Cola to encourage community service and launch patriotic brands. These efforts aim to foster a surge in volunteerism and offer commemorative merchandise. However, the ambitions of the private sector face varied responses amidst a challenging national sentiment.
According to a survey conducted by The Associated Press-NORC Center for Public Affairs Research, fewer Americans today believe their country is exceptional compared to a decade ago. This decline in patriotic spirit affects views of the American flag, which plays a central role in semiquincentennial celebrations, with differing opinions shaped by political affiliations, age, and race.
The divided reactions are amplified by rival event plans from two commissions. In late 2022, former President Donald Trump established Freedom 250, a nonprofit led by his allies, to provide alternative programming to America250, the official nonpartisan group formed in 2016 by Congress.
During a June 24 rally for Freedom 250’s Great American State Fair, Trump declared, “The American dream is alive again,” despite losing most of the event’s scheduled musical performers due to concerns over its highly charged political nature. In contrast, America250 promotes an initiative called America Gives, designed to cultivate volunteering through partnerships with nonprofits.
Merle Heatwole, National Commander of Salvation Army USA, noted political agendas sometimes hinder participation in the nonpartisan program, partnered with his Christian aid nonprofit. Despite this, he expressed encouragement as thousands of churches supported “Good Neighbor Day” volunteering in May.
The America Gives tracker noted over 38 million hours of volunteering leading into the holiday weekend; however, the record-setting potential remains unclear. According to AmeriCorps analysis of Census Bureau data, Americans contributed approximately 4.99 billion service hours from 2022 to 2023. Rosie Rios, chair of America250, anticipates a significant increase by year-end, as many partners delay recording hours.
Consultant Jayne Cravens observed limited utilization of the semiquincentennial campaigns by nonprofits. The sector struggles with adequately providing service experiences, especially after the 2025 gutting of AmeriCorps during Trump’s administration impaired workforce and funding.
Youth civic engagement efforts led by Audra Watson at the nonprofit C&S aim to activate 20 million young people aged 14 to 24. She finds engagement is stirred more by community issues than the 250th celebrations, suggesting a departure from partisanship when local impact is prioritized.
Jennifer Lawson, president of Keep America Beautiful, reports a strong response to their semiquincentennial campaign, demonstrating a yearning for communal belonging.
Her network of 700 nonprofits dedicated to public space cleanliness logged over 4.5 million participants contributing more than 2.5 million hours to green initiatives, though the challenge remains in guiding people on where to start.
Marketing consultants highlight the need for brands to be cautious given the national divide and waning pride. The presence of two rival logos—America250’s ribbon of red, white, and blue forming “250” and Freedom 250’s serif-font text in a star-bordered circle—amplifies brand ambiguity.
Corporate involvement includes Walmart’s sponsorship of a mobile recording studio gathering oral histories for the Library of Congress. Coca-Cola’s “Paint the Nation” public art initiative results in locally inspired murals as visual legacies, alongside commemorative mini-cans for states and regions.
Individual reactions vary, with some like Aaron Hilton from Suffolk, Virginia showing disinterest due to political tensions while others, like Darrell Brown from Alexander, Arkansas, eagerly purchase America250-branded items, stressing the celebration should transcend political affiliations.
Cultural historian M.J. Rymsza-Pawlowska draws parallels to the 1976 bicentennial, recalling Vietnam War and Watergate resonances. Nixon’s replacement of the bipartisan planning commission initially led to top-down celebrations but evolved to support grassroots programs via federal funding. Such endeavors brought enduring civic engagement forms, like environmental projects and voter outreach, supported by private funding where possible.
She emphasized, “A commemoration is just an opportunity to do a thing that you were already doing but have an occasion for it, and possibly get some money for it.”
Future assessments of the 250th anniversary’s legacy will reveal its impacts, on both community actions and broader nation-building goals.
The Associated Press and philanthropy coverage are supported through AP’s collaboration with The Conversation US, funded by Lilly Endowment Inc. Visit AP’s philanthropy coverage for more details.