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Turning Point Solutions Wins Gold For Annual Report |
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TPS Materials |
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Sept. 11th Fund Final Report (PDF, 2.7 MB) |
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September 11th Fund Press Coverage |
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In the months after 9/11, supporters generously
contributed more than $500 million to The September 11th Fund, the second
largest private charity helping victims, families and communities affected
by the tragedy. But with no lists of victims (personal, economic, physical)
and a hostile press complaining that aid was too late, too little, too
misdirected, poorly provided and unreasonably bureaucratic - letting people
know that their help made a difference was a challenge.
In truth, within weeks, money was flowing, outreach was being conducted, volunteers and agencies were pitching in and needs were being met for thousands of people, quickly, efficiently and with compassion. Four weeks after the disaster, Turning Point Solutions Principal Jeanine Moss took the Communications helm at the request of CEO Joshua Gotbaum. Together, they reviewed the organization’s values, goals and methodologies and constructed a program to make The September 11th Fund the most transparent and communicative charity on record.
The Fund fielded up to 100 calls a day from major media throughout the world: 60 minutes, Bill O’Reilly, CBS, NBC, ABC, Fox News. All wanted answers, facts, interviews. Releases needed to be issued, press conferences convened, a website created, systems and procedures established and the overall charitable assistance effort explained at the same time that those in need were being helped. It took three months to convince the media that The September 11th Fund was honest, trustworthy, thoughtful, thorough and responsible.
On December 13, 2001, joined by actor George Clooney and New York State attorney General Elliott Spitzer, The September 11th Fund revealed in detail all its accomplishments as well as future plans. Supported by countless communications tactics, the Fund gathered and distributed information about its actions and their results. The Fund was ultimately able to explain the emotional and difficult rationale behind some of its toughest choices and decisions.
Video:
September
11th / PSA "Charity Works - Myrta/Bedford High"
September
11th / PSA "1.800"
Radio:
September
11th / Radio PSA "Deadline"
Print:
September
11th Annual Report - Final Report
September
11th / Final Ad
September
11th Annual Report – The First Six Months
September
11th Annual Report – One Year Later
September
11th Annual Report – Year Two
"From the White House to CBS, I have seen my share of crisis communications and PR strategies. The job Jeanine [Moss and Turning Point Solutions] did for the September 11th Fund, with all its challenges and complexities, ranks among the best."
-- Martin D Franks, Executive Vice President, CBS Television
"At times when some people lose their heads, Turning Point keeps theirs. They start by providing cool, creative, informed judgment -- and then they deliver."
-- Josh Gotbaum, CEO, The September 11th Fund