Michael Smerconish: The power of 9/11 pin money

"As this memorial moves on toward completion and beyond, their story is not only one we should remember, it is one we cannot afford to forget."

- Ed Root, cousin of Lorraine Bay, a flight attendant on United Flight 93, Sept. 11, 2001

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HOW COULD anybody hate Steven Singer, given the generosity he's exhibited toward the construction of the Flight 93 National Memorial in Shanksville, Pa.?

Over the last year, the man whose unique marketing campaign is ubiquitous on Philadelphia radio and billboards has become a fundraising superstar for this worthy national project.

His role began last September, when I published "Instinct: The Man Who Stopped the 20th Hijacker." The book tells the story of Jose Melendez-Perez, the immigration inspector who on Aug. 4, 2001, refused to allow Mohamed al-Kahtani - the intended fifth hijacker on Flight 93 - into the United States. (Neither Melendez-Perez nor I earned a penny from the sale of the book. All author proceeds were donated to the Flight 93 National Memorial.)

Singer, the prominent jeweler here in Philly and a sponsor of my radio program, told me he was inspired to do something.

'SINCE Sept. 11, 2001, I, like most Americans, felt helpless and very much wanted to help make a difference in some small way," he said.

So he designed the 9/11 "Never Forget" lapel pin pictured here, and began to sell them to my radio audience for $10. He donated every cent to the Flight 93 memorial, covering the production costs and the manpower needed to sell and distribute them - even the shipping fees.

Last year, our effort raised more than $30,000. Three weeks ago, he told me he had a goal for this year. I did, too.

Mine was $50,000.

Singer scoffed - and said his was $100,000.

Well, with two days to go before the ninth anniversary of 9/11, I'm thrilled to say that he was right, and I was wrong. We just surpassed $100,000, with orders shipping to all 50 states.

The response has been staggering.

"I love the pin. Being a firefighter who was on standby for the 9/11 tragedy, it holds a place in my heart that I will never forget that day and everything about it and am a full supporter of the Flight 93 Memorial," one individual wrote to Singer.