When the 911 Call Came In, Promofect Went Into Action
How a community fundraiser honored Firefighter Jared Lloyd and helped support his family.
This page documents how a community responded during a moment of loss and the coordination that supported a memorial fundraiser.
“Over 16,000 memorial shirts were distributed, with more than $89,000 raised through the online fundraiser alone.”
A Line of Duty Loss
On March 23, 2021, Firefighter Jared Lloyd of the Spring Valley Fire Department lost his life in the line of duty while responding to the Evergreen Court fire in Spring Valley, New York. His passing was felt deeply throughout Rockland County and across the wider first responder community.
Jared was more than a firefighter. He was a father, a teammate, a brother in service, and a steady presence within his department and community. In moments like these, communities do not simply grieve. They look for ways to show support, stand together, and help a family in need. Promofect was one of many organizations that stepped in to support the Spring Valley Fire Department and the Lloyd family during this time.
Jared was more than a firefighter. He was a father, a teammate, a brother in service, and a steady presence within his department and community. In moments like these, communities do not simply grieve. They look for ways to show support, stand together, and help a family in need. Promofect was one of many organizations that stepped in to support the Spring Valley Fire Department and the Lloyd family during this time.
The Call for Help
Within hours of the incident, Promofect was contacted by Clark Osborne through the Vincent Crotty Memorial Foundation, working alongside the Spring Valley Fire Department and partner community organizations. The need was immediate and clear.
The community needed a tangible way to support Jared’s family. Something people could wear, share, and rally around. Memorial shirts were needed for an emergency community event scheduled for the very next day, with the expectation that demand would extend far beyond a single gathering. What began as an overnight need would ultimately grow into a nationwide effort.
Design Built on Respect and Identity
The design process moved quickly, but with care. Promofect worked directly with members of the department and individuals close to Jared to ensure the artwork felt authentic and respectful.
Rather than introducing new imagery, the design was built around the department’s existing Columbian 17 artwork to preserve meaning and identity. The back design featured a circular memorial seal with the Spring Valley Fire Department name, a Columbian 17 shield at the center, a memorial banner reading “Last Alarm March 23, 2021,” Jared Lloyd’s name, and subtle memorial stars with red accent elements. The goal was never branding or marketing. The goal was dignity, honor, and recognition.
Rather than introducing new imagery, the design was built around the department’s existing Columbian 17 artwork to preserve meaning and identity. The back design featured a circular memorial seal with the Spring Valley Fire Department name, a Columbian 17 shield at the center, a memorial banner reading “Last Alarm March 23, 2021,” Jared Lloyd’s name, and subtle memorial stars with red accent elements. The goal was never branding or marketing. The goal was dignity, honor, and recognition.
Scaling Support Through an Online Store
As demand grew beyond the initial event, a dedicated Promofect online store was launched to make participation accessible for supporters everywhere. The store supported youth through 5XL sizing, individual and bulk orders, local pickup coordinated through the foundation, and direct-to-home shipping.
While early support came primarily from New York and the East Coast, it quickly expanded nationwide. Fire departments from across the country placed orders as a show of solidarity with Jared’s family and the Spring Valley Fire Department.
In total, more than 16,000 memorial shirts were fulfilled through coordinated production and shipping.
While early support came primarily from New York and the East Coast, it quickly expanded nationwide. Fire departments from across the country placed orders as a show of solidarity with Jared’s family and the Spring Valley Fire Department.
In total, more than 16,000 memorial shirts were fulfilled through coordinated production and shipping.
Nationwide Solidarity
Orders expanded from New York to Fire departments across the entire country.
Inclusive Sizing
Full range support from Youth sizes up to 5XL for Maximum participation.
Flexible Fulfillment
Coordinated Options for local community pickup or direct-to-home shipping
Production at Scale
As volume increased, the project was treated as mission-critical. Standard production priorities were paused, late-night shifts were added, and part-time and volunteer help were brought in to manage demand.
The entire team aligned around one principle: this mattered more than normal business.
“This was not just production. It was community service”.
Fundraising Structure and Transparency
The fundraiser was intentionally simple. Memorial shirts were priced at $20 each. Promofect was paid for production and operational costs, with remaining proceeds directed to the fundraiser. Funds were delivered to the Vincent Crotty Memorial Foundation, which combined them with other fundraising efforts before distributing support to Jared Lloyd’s family.
There were no upsells, no layered donation structures, and no added complexity. Just clear pricing, clear purpose, and direct impact.
Measurable Impact
Over the course of the fundraiser, 9,721 shirts were produced for bulk and local pickup, with an additional 7,041 shirts fulfilled through direct shipping. In total, 16,762 memorial shirts were delivered.
Through the Promofect-managed online store alone, $89,607.40 was raised and paid out to the Vincent Crotty Memorial Foundation. This figure reflects only the online store contribution and does not include funds raised through on-site event sales, bulk orders handled directly by organizing groups, or other community-led efforts
Through the Promofect-managed online store alone, $89,607.40 was raised and paid out to the Vincent Crotty Memorial Foundation. This figure reflects only the online store contribution and does not include funds raised through on-site event sales, bulk orders handled directly by organizing groups, or other community-led efforts
Bulk & Local Pickup
9,721
Direct Shipping Fulfillment
7,041
Total Shirts Delivered
16,762
Total Raised Online
$89,607.40
Why this Work Matters
In moments of tragedy, people want a tangible way to help. A memorial shirt becomes more than apparel. It becomes a symbol of support, a sign of unity, and a way to participate in something larger than oneself.
For Promofect, fallen hero fundraisers are not transactions. They are commitments that require speed, care, sensitivity, and a willingness to put mission before margins.
For Promofect, fallen hero fundraisers are not transactions. They are commitments that require speed, care, sensitivity, and a willingness to put mission before margins.
Closing Reflection
When the call came in, Promofect did not treat it like an order. It was treated as a responsibility.
The team showed up, moved quickly, built the necessary infrastructure, and helped turn community support into meaningful assistance for a family that needed it.
The team showed up, moved quickly, built the necessary infrastructure, and helped turn community support into meaningful assistance for a family that needed it.
“This is not just a case study.
It is a reflection of values in action.”
