AOL's CEO Tim Armstrong, with the support of several business moguls and celebrities, has formed a non-profit group aimed at promoting the anniversary of 9/11 as a day of giving and volunteerism, reports the Wall Street Journal.

The goal of Action America is to persuade 10 million Americans to give money or volunteer time to 9/11 charities or share their memories of the 9/11 attacks through social media and the group's new AOL-developed web site. 

The initiative comes at a time when 9/11 causes have seen a decline in contributions, said Stacey Palmer, the editor of the Chronicle of Philanthropy.

“It’s really difficult for non-profits to raise money given the uncertainty people have been feeling in the past few years, and now concerns about the ‘double-dip recession’ are coming back up,” Palmer told the Wall Street Journal. “It’s difficult to get individuals to give because so many of them are worried about whether they are going to lose their jobs or see their investments suffer.”

She added that 9/11 non-profits have "found it particularly challenging to raise money."

Armstrong and his partner, Marquis Jet founder Ken Dichter, plan to use the AOL.com homepage to direct visitors to the Action America site from now until Sept. 12. The website will provide web links where people can donate to 9/11 charities and find volunteer opportunities in their area.