A Message from the President & CEO
2021 marked a year of recovery and accomplishment for the 9/11 Memorial & Museum. Despite the ongoing challenges of operating in a pandemic environment, we persevered, and the quality of experiences we were able to offer only reinforced our preeminent role as the anchor institution dedicated to commemorating all who were killed on that unforgettable day, educating new and future generations about the ongoing consequences of the worst terrorist attack by a foreign entity in our nation’s history, and inspiring through stories of courage and compassion in the face of unthinkable adversity.
Our primary focus for 2021 was to lead the nation in observing the 20th anniversary of the 9/11 attacks. All eyes were on us, and despite seemingly insurmountable obstacles presented by COVID-19, we successfully planned and executed a commemoration ceremony that was poignant, memorable, and meaningful. Thanks to the tireless participation, leadership, and engagement of our Board of Trustees and Chairman Michael R. Bloomberg, every member of our staff, as well as our volunteers and contractors, more than 8,000 family members and their guests experienced a safe, world-class commemoration.
Our annual educational program – the Anniversary in the Schools webinar, made possible with support from the New York Life Foundation – reached over one million registrants this year, outperforming the total number of registrations from all previous five years combined. We also helped communities around the country and world mark this anniversary and teach a new generation by creating the downloadable poster exhibition, “September 11, 2001: The Day That Changed the World.” Created in partnership with the American Library Association and with funding provided by the National Endowment for the Humanities, the exhibition was displayed in more than 4,000 libraries, schools, and community centers, reaching 1.5 million people. Once again, we produced the magnificent “Tribute in Light,” and primed our own Atrium and Survivor Tree to be illuminated in “Memorial blue,” joining the more than 50 buildings, landmarks, bridges, and boats that also participated in our complementary “Tribute in Lights” initiative.
The 20th anniversary provided the impetus for launching The Never Forget Fund, a national campaign designed to raise awareness of, and funds for, our vital educational programs. Most importantly, it was intended to teach a new generation – the tens of millions of Americans born since 9/11 – that it is possible in moments of tragedy and loss to respond with hope, resilience, and unity. To date, the campaign has raised more than $4.8 million and garnered nationwide exposure through partnerships with major sports leagues and media partners. Over 7,000 gifts came in via online fundraising from across the country, half of which were from first-time donors. An integral component of the campaign was our “Remember the Sky” digital activation, which resonated with hundreds of thousands of people around the world who looked up, took a photo of the sky, and posted those images on this year’s anniversary of 9/11. In addition, the campaign’s public service announcement has aired over 14,000 times. In the years to come, our goal will be to build on the initial momentum of The Never Forget Fund as we begin to look ahead towards the 25th anniversary of 9/11.
This year, we also achieved accreditation by the American Alliance of Museums, the highest national recognition afforded to the country’s museums. This designation signifies excellence to the museum community, governments, donors, external agencies, and the museum-going public. We are deeply gratified to receive this recognition of our conscientious adherence to the greatest level of professional standards for museums. It is especially meaningful to have been awarded accreditation during this milestone year, and to know that the commitment and dedication of our exceptional staff have been acknowledged by our peers.
As we move into 2022 and I transition out of my role as President & CEO of the 9/11 Memorial & Museum, I look forward to watching the institution grow from strength to strength, as it evolves and benefits from the fresh perspective that will come with energetic and motivated leadership. It has been the privilege of a lifetime to lead the Museum’s creation, oversee its first years of operation, and take on the many challenges of chief executive officer. I will remain, always, one of the 9/11 Memorial & Museum’s staunchest advocates and will continue to be a resource in the years ahead as new leadership finds their path forward.
With my eternal gratitude,
Alice M. Greenwald
President and CEO, National September 11 Memorial & Museum