My Good Deed, d.b.a. 9/11 Day
Turning 9/11 from a day of tragedy into a day of doing good.
Programs and results
What we aim to solve
The mission of 9/11 Day is to inspire millions of Americans to annually join together in unity and service in observance of the anniversary of the 9/11 attacks, both as a meaningful tribute to those killed and to the many who rose in service in response to the attacks, but also as a powerful reminder that, despite our perceived differences, we are all fundamentally and deeply united by our common concern, love and compassion for one another as human beings. Our strategic plan draft (still in review) was developed by our Board following the 20-year anniversary of 9/11 to help us assess our strengths and vulnerabilities as an organization and to chart opportunities for growth over the coming three years, from 2022 to 2025.
Our programs
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.
Teaching 9/11 to Future Generations
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.
9/11 Day Nonprofit Partnerships
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.
9/11 Day Annual Meal Pack Volunteer Service Projects to Fight Hunger
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.
Where we work
External reviews

Videos
Our results
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 3 million Americans observed 9/11 through service in 2021.
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 participate in our annual 9/11 Day Meal Pack projects around the nation or support our programs in other ways.
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 packed at 9/11 Day Meal Packs and distributed to people who are food insecure in communities in the U.S. In-person events were cancelled in 2020.
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
Reports and documents
Download strategic planLearn about the organization's key goals, strategies, capabilities, and progress.
Charting impact
Four powerful questions that require reflection about what really matters - results.
What is the organization aiming to accomplish?
Our goals of our organization are as follows:
1- Support the continued growth of 9/11 as a National Day of Service and Remembrance, which we founded in 2002 and successfully established as a federally-recognized Day of Service in 2009.
2- Leverage 9/11 Day, through events and programs, as a powerful reminder for all of us, and as a lesson to to future generations, of the importance of unity, empathy, compassion and service in our lives.
3- Actively promote volunteerism and charitable service with 9/11 Day as a vital national catalyst to both episodic and on-going engagement.
4- Redefine in perpetuity how Americans remember and observe n 20 years, creating a ubiquitous legacy of service and compassion as a permanent and positive tribute to those killed and injured on 9/11, and to the many others who rose in service in response to the September 11 attacks.
What are the organization's key strategies for making this happen?
Our strategies include:
1- 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.
2- 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.
3- 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.
4- Continue to produce and distribute 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.
5- Provide online ways for individuals to learn about and participate in 9/11 Day, through the 911day.org website, and through social media applications.
6- Stage prominent events in observance of the 9/11.
What are the organization's capabilities for doing this?
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 five years MyGoodDeed has successfully implemented high profile, large-scale service projects, focused on hunger relief ("9/11 Day Meal Packs") in many cities across the nation that have mobilized more than 15,000 volunteers, and generated more than 10 million dry non perishable means for people in need.
MyGoodDeed's education program has become the leader in the field of service-learning programs for 9/11 Day, reaching more than 30,000 teachers, and one million students with inspiring and highly instructional resources that help to teach empathy and encourage charitable service in observance of 9/11 Day each year.
For the 20-year remembrance of 9/11 in 2021, MyGoodDeed co-produced an international television special, "Shine A Light," with CNN, featuring stories of service and resilience as told by 9/11 survivors, first responders and family members. Jake Tapper narrated the on-hour commercial-free special, which included inspiring performances by award-winner musicians H.E.R., Common, Brad Paisley and Maroon Five.
What have they accomplished so far and what's next?
Since its founding in 2002, MyGoodDeed has transformed September 11 into the largest day of service in the nation, now recognized under federal law, redefining for millions of people how 9/11 is remembered and observed. We have established a nationwide network of influential partnerships, organized signature volunteer services events across the nation, attended by tens of thousands, and generated millions of nonperishable meals for people at risk of hunger. We have helped to promote the importance of unity and human togetherness throughout our programs, and
Thanks to our free lesson plans and other programs that reach younger people, we also have been successful at teaching future generations about 9/11 through the lens of compassionate unity and service, ensuring that for generations to come, Americans will be able to constructively keep the promise to "Never Forget" 9/11 and those lost.
Financials
Unlock nonprofit financial insights that will help you make more informed decisions. Try our monthly plan today.
- Analyze a variety of pre-calculated financial metrics
- Access beautifully interactive analysis and comparison tools
- Compare nonprofit financials to similar organizations
Want to see how you can enhance your nonprofit research and unlock more insights?
Learn more
about GuideStar Pro.
Operations
The people, governance practices, and partners that make the organization tick.
Connect with nonprofit leaders
SubscribeBuild 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
Want to see how you can enhance your nonprofit research and unlock more insights? Learn More about GuideStar Pro.
Connect with nonprofit leaders
SubscribeBuild 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
Want to see how you can enhance your nonprofit research and unlock more insights? Learn More about GuideStar Pro.
My Good Deed, d.b.a. 9/11 Day
Board of directorsas of 05/30/2022
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
Will Jimeno
Retired, Port Authority Police Officer
Board leadership practices
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
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:
The organization's co-leader identifies as:
Race & ethnicity
Gender identity
No data
No data
Sexual orientation
No data
Disability
No data