Veterans returning to civilian life often face challenges that are hard to imagine—ranging from post-traumatic stress disorder (PTSD) and traumatic brain injuries (TBI) to the isolation that can follow years of military service. I spoke with retired Marine Corps Staff Sergeant Brandon Marquez, co-founder of Southern Cross Service Dogs, about how they provide highly trained service dogs designed to help veterans reclaim their independence, manage anxiety, and re-engage with society with the help of volunteers and business partners who want to support our military veterans.
A Veteran's Vision: The Birth of Southern Cross Service Dogs
Staff Sergeant Marquez served 10 years in the Marine Corps, including seven in special operations as a dog handler alongside MPC Shimanski, who received the Animals in War and Peace Medal of Bravery this year. He saw firsthand the difference that trained service dogs could make for missions and morale. Following his retirement in 2020, he turned his military training into a new mission: to offer fellow veterans the healing power of service dogs.
Drawing from his own experience with PTSD and injuries sustained in combat, Brandon understands how debilitating these conditions can be. While undergoing treatments himself, he realized that the work he did with dogs helped him more than anything else. This realization sparked the creation of Southern Cross Service Dogs, an organization that now serves veterans in need by matching them with specially trained service dogs.
Southern Cross’s Services
The organization's core mission is to train and provide service dogs to veterans suffering from PTSD, traumatic brain injuries, and military sexual trauma. The dogs are meticulously trained over a two-year period to perform a wide range of tasks tailored to their veteran partners' specific needs. These tasks include:
Anxiety management: The dogs are trained to alert veterans to rising anxiety levels and perform soothing actions, such as deep pressure therapy or circling the veteran to create personal space in crowded areas.
Mobility assistance: For veterans with physical disabilities or limited mobility, service dogs can help them stand, retrieve items like a cell phone or prosthetic limb, and even support them while walking.
Nightmare interruption: Many veterans experience nightmares related to PTSD. Service dogs are trained to wake them gently, providing comfort and a sense of security during difficult moments.
The ultimate goal is to give veterans the confidence and skills they need to regain their independence and integrate back into their communities. The cost to train each dog averages around $60,000, but Southern Cross Service Dogs provides these animals to veterans at no cost, ensuring that financial limitations don’t prevent veterans from accessing this life-changing service.
How Businesses and Individuals Can Get Involved
As a nonprofit organization, Southern Cross Service Dogs relies heavily on support from the community. Businesses, franchise owners, and individuals alike can play a key role in helping this organization continue its vital work.
1. Donations and Sponsorships
Businesses can contribute directly through donations or by sponsoring specific service dogs in training. With the cost of training each dog at $60,000, corporate sponsorships can go a long way in covering the expenses associated with care, training, and medical needs.
2. Round-Up Campaigns
Local businesses, particularly those with retail operations, can participate in “round-up” campaigns, where customers are encouraged to round up their purchases to the nearest dollar to benefit the charity. This simple initiative can raise significant funds while also promoting the business’s involvement with a meaningful cause. Some restaurants and shops in Florida have already partnered with Southern Cross in this way, and more businesses are encouraged to join.
3. Volunteer Efforts
Southern Cross Service Dogs also welcomes volunteers who can assist with puppy raising, administrative work, and event coordination. These volunteer roles are crucial in maintaining the charity's operations and expanding its impact.
Partnering with Veterans and the Business Community
Southern Cross Service Dogs’ mission uniquely intersects two major pillars of the franchise and business community: pets and veterans. Veterans are known for their dedication and discipline, traits that align closely with successful franchise ownership. Similarly, many pet-focused businesses have flourished since the pandemic, as more people seek services for their "pandemic puppies." By supporting Southern Cross Service Dogs, companies not only give back to the veteran community but also tap into the widespread appeal of pet-related causes.
Southern Cross Service Dogs is more than just a charity—it’s a lifeline for veterans who have given so much for their country. With the help of community members and businesses, this organization can continue its important work, bringing hope, healing, and companionship to veterans in need. To get involved, visit their website or reach out to learn how your business can support this cause
About the Author
Kyle Heck is a franchise consultant in Orlando, Florida. He previously worked as an engineer in the defense industry and continues to support veterans as they transition to civilian careers in entrepreneurship. Contact Kyle at Kyle@TheFranchiseConsultingCompany.com.
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