10 th Anniversary O b s e r v a n c e _________ Strategy Plan and Program Activities

Goals  Build 9/11 into the largest and most significant annual catalyst for citizen engagement.  Promote the important role of service as an expression of healing and remembrance.  Help NPOs build capacity and marketing expertise with 9/11 as a key catalyst.

Measurement  Broad national awareness  5 million+ participants  Record-setting volunteer generation  Cultivation of “impact” citizen activists  Adoption of best practices

Program Priorities  Nationwide mobilization strategies that touch millions of Americans  Innovative technology and social media initiatives to simplify and promote widespread engagement  Comprehensive education initiatives to teach upcoming generations about 9/11 constructively  Reflection and remembrance programs that pay tribute to the 9/11 victims, heroes and volunteers

Mobilization Targets 1,000,000 nonprofits, employers, faith, and other organizations  Signature service projects in major cities –High profile Kick-off Events with celebrities and officials –Thousands of t-shirt wearing volunteers ready to serve –Leading radio station promoting events live on the air –Strong national and local media opportunities

Mobilization  Supporting service projects in 20 other cities  Thousands of independent projects cultivated through the very powerful affiliations of partners  Partnership with Facebook to drive individual participation and self-directed engagement  NPO training to help build capacity and enhance effectiveness in digital marketing  CEO-lead outreach to businesses nationwide

Remembrance  New application that will enable individuals to dedicate their service to 9/11 victims and post messages of support from 911dayofservice.org  Create an online and offline Tribute Mosaic –Every project leader will have an opportunity to dedicate their service activity to a 9/11 victim and to gather and upload photos and messages  Participate in the New York Says Thank You nationwide Ground Zero Flag Stitching Tour

Technology  First ever “one stop” destination to adopt and support any charitable cause in U.S. –Guidestar, AFG, NFG, and HandsOn contributed to new tool  Enhanced search tools  Custom Facebook app  Active social media strategy  Cultivate “impact” volunteers

Education  9/11-related Learn and Serve lesson plans to be used in 50, ,000 classrooms –Outreach will target 500,000+ teachers  Educational town hall series for colleges and some high schools, featuring story telling by 9/11 survivors, heroes and families  DVDs, Webcasts and other program elements to be available to teachers leading up to 9/11

High Profile Events Capturing the Nation’s Attention  9/11 victims, rescue and recovery workers, and volunteers recognized at the Points of Light Extra Mile National Monument  First Lady Michelle Obama/former First Lady Laura Bush invited to present award and issue joint Call to ACTION for the 9/11 observance  10 th Anniversary Call to Service Televised Concert

10 th Anniversary O b s e r v a n c e _________ Strategy Plan and Program Activities