ROCHESTER, N.Y. — As the annual NCAA college basketball tournament takes place, the Veterans Outreach Center uses this as a slam dunk opportunity to raise funds for its veterans.

"So many veterans and their families are not aware of the services that we provide to local veterans across six counties," Veterans Outreach Center fundraising and donor relations specialist Michele Martell said. "I mean, everything from food, clothing, housing, job training, employment. And all of these services are available to veterans at zero cost to them, as it should be. And so there's so much support here."

Founded in 1973 by returning Vietnam War veterans, the organization’s mission has continued to support critically needed veteran services, partnering with Lovin’ Cup for a variety of activities, with all proceeds assisting local veterans. 

"I think it's just important to support the people who support us," Lovin’ Cup executive chef Adam Soucy said. "You know, they've given so much to us and, you know, I'm able to be here and do what I do because of what they've done. So, you know, it's something small we can do to pay that."

"Since 9/11, it was a big rush to have people enlist, because everybody was wanting to help and wanted to do something to help out," participant Christie Wiesen said. "So I know they had a large group back then and then it just seems like since then it's died off."

Putting the ball in their court, the Veterans Outreach Center hopes its 'Hoops for Heroes' event sparks attraction from all ages. 

"Part of being a parent is building good people," Weisen said. "So you want them to be good, caring members of society. And, you know, that's always what I kind of wanted for them."

Weisen has made sure her family continues to give back, seeing the impact future generations can have on others.

"Since they were little, they were always volunteering," Weisen said. "We've done a lot more lately with this particular charity because it's just, you know, it's close to our heart and we have a real appreciation for people who served. They're always in need. And I think when you can feel and see the good that you're doing, it just makes such a difference."