My Grandad was helped a great deal by these people, and no, he wasn't high up the ranks.
They do a fantastic job and help a great deal of people. I imagine that the reason they don't have enough cash to help all is the fact that many people don't by the poppy pins and that means there just isn't enough to go round. Although, that is a terrible shameful thing that happened to your family, buying a pin will, in a small way, help it to not happen to others.
sermon over!