named programs · 3 · from sources
What they call their work
#11DaysofKindness
Annual campaign from September 1–11 that mobilizes global participation in acts of kindness, including a cappella performances of "Be Kind" and community screenings of "Come From Away" to promote unity and civic engagement.
Be Kind A Cappella Project
Invites a cappella groups worldwide to record performances of Zak Abel’s “Be Kind” for inclusion in an international music video commemorating the 25th anniversary of 9/11.
Come From Away Screening Initiative
Encourages theaters and community groups to host free screenings of the musical "Come From Away" to inspire kindness, with optional donation drives for local charities and Pay It Forward 911.
activities · 6 groups
What they do
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Community Service and Charitable Outreach 1 activity
- Collecting spare change and merchandise proceeds to support programsRaises funds through spare change donations from event attendees and a portion of merchandise sales to support kindness education and charitable programming.
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Post-Performance Audience Engagement 1 activity
- Conducting community talks and post-event debriefsHosts pre- and post-performance talks, including events with over 200 attendees, and facilitates debrief meetings for participants to reflect on their experiences during the '11 Days of Kindness' campaign.
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Benefit Events for Arts and Culture 1 activity
- Facilitating donation drives in partnership with cultural venuesOrganizes donation drives at theatres and performance venues, particularly in the UK and St. Louis, MO, collecting canned goods for food banks and fresh socks for homeless shelters, often tied to pre- or post-performance events.
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Community Event-Based Giving Programs 1 activity
- Organizing the '11 Days of Kindness' campaignCoordinates an annual campaign from September 1–11 that encourages individuals, teams, and a cappella groups to perform good deeds, with goals such as 25,000 acts of kindness, and promotes participation through social media, events, and a pay-it-forward model. The campaign includes virtual choir launches and international engagement across all 50 U.S. states and over a dozen countries.
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Digital Music and Performance Archiving 1 activity
- Producing music and performance events to promote kindnessOrganizes a cappella musical events and produces global music videos, including performances of “Be Kind” and a composite “mega-mix” virtual choir, to commemorate 9/11 and launch the '11 Days of Kindness' campaign, featuring live performances, recordings, and merchandise tied to remembrance and kindness messaging.
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History Education Curriculum Development 1 activity
- Providing free educational resources for K-12 educatorsDevelops and distributes free, classroom-ready lesson plans and resources for grades K-12 that teach about the history of 9/11, kindness, social-emotional learning, and how to participate in the '11 Days of Kindness' campaign.
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financials · form 990EZ · fy2025
revenue
Total revenue$81K
Contributions & grants$81K100%
Program service revenue$00%
Investment income$00%
Other revenue—
expenses
Total expenses$84K
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits$0
Grants paid out$2K
balance sheet
Total assets$21K
Cash—
Investments—
Liabilities—
Net assets$21K
3 years on record · 2023–2025 · YoY revenue +24.3%
relationships · 23
Who they work with
- Apple TV Partner — Platform hosting the Come From Away film used in screenings organized by Pay It Forward 9/11
- Come From Away Partner — Kevin Tuerff's 9/11 experience inspired characters and storylines in the Broadway musical Come From Away.
- Come From Away--You Are Here, Gander Partner — Supporting partner offering experiential opportunities linked to 9/11 remembrance
- David Hein & Irene Sankoff Partner — Writers of Come from Away and supporters of Pay It Forward 9/11
- Deke Sharon Partner — A cappella music producer collaborating with Pay It Forward 9/11 on the “11 Days of Kindness” campaign
- Eventbrite Partner — Used for free ticket registration and event management for Come From Away screenings
- Junkyard Dog Productions Partner — Supporter of Pay It Forward 9/11 initiatives
- Maui community theatre Partner — Hosted post-performance talks, social media promotions, and book sales/signings with Pay It Forward 9/11 founder Kevin Tuerff.
- Non-Profits Partner — Collaborates with nonprofit organizations to inspire unity through kindness initiatives.
- Paper Mill Playhouse Partner — Supporter of Pay It Forward 9/11 initiatives
- Religious Organizations Partner — Partners with religious organizations to inspire congregations to participate in acts of kindness.
- Schools (6-12 Grades) Partner — Works with middle and high schools to educate students about 9/11 and promote participation in kindness activities.
- Small Changes | Big Shifts Foundation Partner — Provided inspiration and original kindness activity decks used in the development of Pay It Forward 911's educational materials.
- Sony Music Partner — Partnered to secure performance rights for Zak Abel’s song “Be Kind” used in the campaign.
- St. Anthony's School, South Huntington, NY Partner — School-based supporter of Pay It Forward 9/11
- The Muny Partner — Collaborated on a pre-performance talk, donation drive for a local immigrant center, and social media kindness campaign in St. Louis.
- Total Vocal Partner — Collaborates with Pay It Forward 9/11 to scale the "Be Kind" campaign through the global a cappella community.
- Total Vocal Partner — Partner organization collaborating to scale the "11 Days of Kindness" initiative through the a cappella community
- Voices Center for Resilience Partner — Collaborates with the Voices Center for Resilience by directing participants to its living memorial library to honor 9/11 victims by name.
- Wrist-band.com Partner — Partner for the production and sale of Pay It Forward 9/11 wristbands.
- YouTube Network — Hosts official Pay It Forward 9/11 videos on its platform.
- Zak Abel Partner — Artist partnering with Pay It Forward 9/11 to promote the “Be Kind” anthem during the 11 Days of Kindness campaign
- Zazzle.com Partner — Partner for the production and sale of Pay It Forward 9/11 Smile Cards and Post-It Notes.
strategies · 5
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Arts-Based Engagement for Remembrance and Unitymethodology: art-for-remembranceBy leveraging music and theatre as communal experiences, we foster collective remembrance and inspire action, because shared artistic expression creates emotional bridges that transcend individual differences and activate shared values.
- Pay-It-Forward Ripple Effectmethodology: pay-it-forward ripple effectBy encouraging individuals to perform good deeds and ask recipients to pass them on, we create a self-replicating chain of kindness, because people are more likely to act when directly inspired by a personal experience of generosity.
- Social Contagion Through Networked Participationmethodology: social-contagionBy designing team-based and shareable kindness activities, we increase visibility and adoption, because social recognition and peer participation amplify motivation and normalize prosocial behavior.
- Story-Based Kindness Activationmethodology: story-based-kindness-activationBy using powerful narratives—like that of Gander’s hospitality during 9/11—we inspire emotional resonance and behavioral emulation, because stories make abstract values tangible and personally motivating.
- Values-Based Community Mobilizationmethodology: faith-based community engagementBy partnering with faith-based and corporate groups around shared values like compassion and service, we expand reach and deepen engagement, because institutions are more likely to act when initiatives align with their core missions and identity.