My Good Deed, d.b.a. 9/11 Day

Turning 9/11 from a day of tragedy into a day of doing good.

aka 9/11 Day (also the 9/11 Day of Service)   |   Irvine, CA   |  www.911day.org

Mission

MyGoodDeed founded and annually-organizes the federally-recognized September 11 National Day of Service and Remembrance ("9/11 Day"). Our mission is to transform 9/11 from a day of tragedy into a day of doing good by inspiring millions of Americans and others throughout the world to observe 9/11 as a day of service, unity, and peace. We offer meaningful ways for people to volunteer, support charitable causes and perform good deeds that help others in need. We also provide free educational materials to schools to help educators teach children about 9/11 in constructive ways and engage them in good deed projects. Our long-term vision is to build a permanent and ubiquitous legacy of service that will forever honor the 9/11 victims and all those who rose in service in response to the attacks.

Ruling year info

2003

Co-Founder, President

Mr. David Matthew Paine

Co-founder, Executive Vice President

Mr. Jay S. Winuk

Main address

5151 California Avenue Suite 100

Irvine, CA 92617 USA

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Formerly known as

One Day's Pay

EIN

45-0491886

NTEE code info

Human Services - Multipurpose and Other N.E.C. (P99)

Public, Society Benefit - Multipurpose and Other N.E.C. (W99)

Citizen Participation (W24)

IRS filing requirement

This organization is required to file an IRS Form 990 or 990-EZ.

Sign in or create an account to view Form(s) 990 for 2019, 2018 and 2017.
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Communication

Programs and results

What we aim to solve

SOURCE: Self-reported by organization

Our mission at the outset, months after 9/11, was to make sure that something positive arose from the ashes of the 9/11 attacks. Over the past 20 years, we have stayed true to that mission. We successfully established September 11 as a federally recognized National Day of Service and Remembrance. We organize today large scale in person volunteer projects across the nation that engage thousands of volunteers who pack meals for people in need. We develop and provide free educational materials that engage millions of young people in charitable activities for 9/11. We operate the principal website, 911day.org, that supports the annual 9/11 Day observance, and engage in other activities that, over time, have transformed the anniversary of the 9/11 attacks into a day of doing good, and the largest day of service in the United States,

Our programs

SOURCE: Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?

9/11 Day Public Service Campaign

MyGoodDeed produces award-winning public service advertising campaigns, which annual inspire millions of Americans to pay tribute on 9/11 through service. To inspire millions to join in unity and service for the 20th anniversary of 9/11, 9/11 Day released a new campaign, entitled “State of Unitedness.” The campaign, developed in conjunction with the advertising agency Wunderman Thompson, with director Amber Grace Johnson, Object & Animal, includes television, radio and digital ads that feature 23 9/11 family members, survivors, rescue and recovery workers, Gold Star parents, and military veterans, and other 9/11 leaders, all urging the nation to join together in unity in tribute and to remember that “when it really matters, our differences don't." Our PSAs and other videos are viewable at YouTube.com/c/911day.

Population(s) Served
Adults
Children and youth
Ethnic and racial groups
Religious groups
Veterans

We provide free online lesson plans and resources to teachers nationwide each year. These materials are designed to help teach children about 9/11 in a constructive way, focusing not just on the historical events of 9/11, but also on the remarkable spirit of unity that arise in the aftermath of the attacks. Each lesson plan encourages students to remember 9/11 by engaging in good deeds and service, either individually or with their classmates.

Population(s) Served
Children and youth
Adolescents

Each year we work to build the number of national and community based nonprofits that engage in service initiatives on 9/11. These partnerships include providing free toolkits, as well as training to help them recruit and then retain volunteers post 9/11.

Population(s) Served
Activists
Veterans

Each 9/11 in tribute to the 9/11 victims and those who rose in service in response to the attacks, we organize and run large scale hunger relief volunteer service projects in major cities around the United States, promoting service, unity, and peace. In 2021 we will organize the 9/11 Day Meal Packs in 10vmajor cities, including NYC, Boston, Washington DC, Chicago, Atlanta, Dallas, St. Louis, Phoenix, Los Angeles and San Francisco. Altogether, volunteers at these projects will pack over 2,000,000 meals for people in local communities who are food insecure.

Population(s) Served
Economically disadvantaged people

Where we work

Our results

SOURCE: Self-reported by organization

How does this organization measure their results? It's a hard question but an important one.

Number of volunteers who participate in 9/11 Day sponsored events such as Meal Packs.

This metric is no longer tracked.
Totals By Year
Population(s) Served

Homeless people, Veterans, Economically disadvantaged people

Related Program

9/11 Day Annual Meal Pack Volunteer Service Projects to Fight Hunger

Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

Registration at 9/11 Day Meal Packing service projects in major cities. Projects cancelled in 2020 due to COVID.

Total number of volunteer hours contributed to the organization

This metric is no longer tracked.
Totals By Year
Population(s) Served

Economically disadvantaged people, Homeless people, Veterans

Related Program

9/11 Day Annual Meal Pack Volunteer Service Projects to Fight Hunger

Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

Volunteers who support 9/11 day at our regional Meal Packs donate approximately two hours of volunteer time each.

Number of Americans who observe 9/11 through charitable service as reported in our annual survey.

This metric is no longer tracked.
Totals By Year
Population(s) Served

Adults

Related Program

9/11 Day Public Service Campaign

Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

To help benchmark overall national awareness and engagement in 9/11 Day, MyGoodDeed conducts an annual survey, which found that approximately 31 million Americans observed 9/11 through service in 2019

Number of organizational partners

This metric is no longer tracked.
Totals By Year
Population(s) Served

Adults, Economically disadvantaged people, Veterans

Related Program

9/11 Day Annual Meal Pack Volunteer Service Projects to Fight Hunger

Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

The number of corporations, nonprofits, faith groups and others that support and participate in our annual 9/11 Day Meal Pack projects in cities around the nation.

Number of meals delivered

This metric is no longer tracked.
Totals By Year
Related Program

9/11 Day Annual Meal Pack Volunteer Service Projects to Fight Hunger

Type of Metric

Outcome - describing the effects on people or issues

Direction of Success

Increasing

Context Notes

The number of healthy non-perishable meals we packed at our 9/11 Day Meal Pack projects and distributed to people who are food insecure in local communities in the U.S.

Number of stories successfully placed in the media

This metric is no longer tracked.
Totals By Year
Population(s) Served

Adults

Related Program

9/11 Day Public Service Campaign

Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

The number of total media impressions generated by our overall 9/11 Day program including Meal Packs, national PSA campaigns and other activities

Percentage of volunteers who report high satisfaction with our 9/11 Day Meal Packs.

This metric is no longer tracked.
Totals By Year
Population(s) Served

Adults

Related Program

9/11 Day Annual Meal Pack Volunteer Service Projects to Fight Hunger

Type of Metric

Other - describing something else

Direction of Success

Increasing

Context Notes

Feedback from volunteers who participated in our 9/11 Day Meal Packs, measuring overall satisfaction, as defined as "very satisfied." We don't count "somewhat satisfied."

Goals & Strategy

SOURCE: Self-reported by organization

Learn about the organization's key goals, strategies, capabilities, and progress.

Charting impact

Four powerful questions that require reflection about what really matters - results.

Our mission is to redefine how Americans and others observe 9/11 each year -- turning it into a day of doing good. Our goal, accordingly, is to firmly establish September 11 as a nationally-recognized, ubiquitous day of unity, empathy and service, observed by millions of Americans and others in honor of the victims of 9/11 and the many first responders, recovery workers, volunteers and members of our military who rose in service in response to the terrorist attacks.

We seek to unify and bring people together on 9/11, reminding people of how important it is that we value each other differences, be empathetic toward others, and remain committed to working together as one people to help solve the problems we face in society and in the world.

We also work to educate future generations on the history of 9/11, how and why it became a day of service, and the importance of young people carrying on this legacy into the future.

Our strategies include:

Establish large scale 9/11 Day service projects in major cities around the nation, engaging tens of thousands of individuals as volunteers each 9/11.

Teach children about 9/11, in ways that include charitable service activities, to help them learn not only about the tragedy of 9/11 but also the remarkable spirit of unity and compassion that unified and lifted our nation in the immediate aftermath of the 2001 attacks.

Cultivate widespread partnerships with nonprofits, employers, schools, government agencies and others to help spread the word about 9/11 Day and engage millions of people in service on 9/11.

Continue to produce and distribution inspiring public service advertising and social media campaigns that educate Americans about 9/11 Day, and inspire them to take action to help others in tribute on the anniversary of 9/11 each year.

Provide online ways for individuals to learn about and participate in 9/11 Day, through the 911day.org website, and through social media applications.

Stage prominent events in observance of the 20th anniversary of 9/11, in 2021.

MyGoodDeed, which founded the 9/11 Day observance in 2002, is a nationally respected nonprofit with a strong and proven track record of success spanned more than 15 years.

In 2009, the organization successfully secured passage of bi-partisan legislation, and a Presidential Proclamation, that officially established September 11 as a National Day of Service and Remembrance under federal law. Today "9/11 Day" has grown to become the nation's largest annual day of charitable engagement. More than 30 million Americans observe 9/11 through some form of charitable activity including volunteerism.

The co-founders of MyGoodDeed, and the Board have made a longstanding commitment to continuing to grow the organization, and build nationwide awareness of, and support for 9/11 Day.

Over the past decade and a half, MyGoodDeed has built an extraordinary and influential network of partnerships, supporters, and influencers, carefully cultivated and earned over time by MyGoodDeed's commitment to integrity, honesty and hard work. Among its many friends and partners include the Corporation for National & Community Service, the National September 11 Memorial and Museum, many leading 9/11 community organizations, the City of New York, Points of Light Institute, United Way Worldwide, iHeart Media, New York Stock Exchange, Creative Artists Agency, Viacom, National Association of Broadcasters, and many of the nation's leading nonprofit organizations.

For the past two years MyGoodDeed has successfully implemented high profile, large-scale service projects in NYC that mobilized over 3,000 volunteers. Its experience running events of this nature is now being used effectively to launch new projects in other cities in 2018, including Los Angeles, San Francisco, and Phoenix.

MyGoodDeed's education program has become the leader in the field of service-learning programs for 9/11 Day, reaching more than 15,000 teachers, and 300,000 students with inspiring and highly instructional resources that help to teach empathy and encourage charitable service in observance of 9/11 Day each year.

Over the past 19 years, since its founding in 2002, MyGoodDeed has begun to redefine the way many in the nation, and in the world, think about, relate it, and observe the annual remembrance of the September 11, 2001 terrorist attacks. Through our focused programs, a growing number of Americans now see September 11 as a day of kindness, charity, service and unity. Thanks to our lesson plans and other programs that reach younger people, we also have been successful at engaging future generations, ensuring the longer term legacy of 9/11 Day.

Financials

My Good Deed, d.b.a. 9/11 Day
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Operations

The people, governance practices, and partners that make the organization tick.

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Connect with nonprofit leaders

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Build relationships with key people who manage and lead nonprofit organizations with GuideStar Pro. Try a low commitment monthly plan today.

  • Analyze a variety of pre-calculated financial metrics
  • Access beautifully interactive analysis and comparison tools
  • Compare nonprofit financials to similar organizations

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My Good Deed, d.b.a. 9/11 Day

Board of directors
as of 9/5/2021
SOURCE: Self-reported by organization
Board chair

Mr. Joseph Spalluto

No Affiliation

Term: 2014 - 2020

Jay Winuk

Winuk Communications

Gerald Papetti

Jim Fassel Foundation

AnnMaura Connolly

City Year

Cindy McGinty

No Affiliation

David Paine

MyGoodDeed

Katie Loovis

Chapel Hill Chamber of Commerce

Joseph Spalluto

Private Capital Group LLC

Joseph Guay

Holland & Knight, LLP

Joiel Ray-Alexander

No affiliation

Tom Michaud

Stifel Financial/Keefe Bruyette and Woods

Richard Wald

Merrill Lynch

Board leadership practices

SOURCE: Self-reported by organization

GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section.

  • Board orientation and education
    Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations? Yes
  • CEO oversight
    Has the board conducted a formal, written assessment of the chief executive within the past year ? No
  • Ethics and transparency
    Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements in the past year? Yes
  • Board composition
    Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership? Yes
  • Board performance
    Has the board conducted a formal, written self-assessment of its performance within the past three years? No

Organizational demographics

SOURCE: Self-reported; last updated 9/5/2021,

Who works and leads organizations that serve our diverse communities? GuideStar partnered on this section with CHANGE Philanthropy and Equity in the Center.

Leadership

The organization's leader identifies as:

Race & ethnicity
White/Caucasian/European
Gender identity
Male
Sexual orientation
Decline to state
Disability status
Decline to state

The organization's co-leader identifies as:

Race & ethnicity
White/Caucasian/European
Gender identity
Male
Sexual orientation
Decline to state
Disability status
Decline to state

Race & ethnicity

Gender identity

No data

 

No data

Sexual orientation

No data

Disability

No data