On September 11, as New York's World Trade Centers collapsed, Denis Valenti and Phil Menna knew they had to do something. Proprietors of several Equiva (comprised of Shell, Texaco and Saudi Aramco) Services gas stations, they developed a plan to contribute 2 cents for every gallon of gasoline sold at their locations from September 12 through September 30.

"We thought of it as our way to help, but then the idea started spreading throughout the northeast region and all the dealers wanted to participate," said Valenti. "We organized more than 1100 dealers in the northeast region in two days, it was unbelievable," added Menna.

Within a couple of days Epic Printing had donated signage for the gas stations. "It seemed like our customers liked the idea, maybe it was their way to help too. We'd both lost people we knew in the disaster and this was our way to help," said Menna.

As Lee Fry, general manager of the northeast region of Motiva Enterprises, part of Equiva Services, and more than 30 northeast proprietors looked on, the Red Cross graciously accepted a check for $677,274.55.

"On behalf of the American Red Cross, I'd like to personally thank you for this amazing grassroots effort. To start with two dealers and have it spread to the entire northeast region is truly remarkable," said Bob LeRoy, national headquarters director for disaster major gifts.

The money raised will help support the Red Cross Liberty Fund's response to the September 11 relief efforts.