WASHINGTON (AP) — If you have military-age children who have not served in this decade’s wars, then you owe a debt — meaning money — to those who did. That’s the premise of a new fundraising effort by three wealthy American families who want to help U.S. veterans of the conflicts in Iraq and Afghanistan.

Every non-military family should give something, they said. The affluent should give large sums. No one should think of it as charity, but rather a moral obligation, an alternative way to serve, perhaps the price of being spared the anxiety that comes with having a loved one in a war zone.