You cannot use 911 or any event to tug at heartstrings and not give the entire amount to the cause or the money back.
Someone who bought it solely on the understanding of it going to a 911 charity did not buy it only to find out it went to some fucking shoe campaign.
Doesn't matter if that fucking genius you or this retard pretending to be him here, thought about it yesterday, today or tomorrow.
That is the point.
Let's whittle it down and make it even simpler:
1. Hey lets raise money for cats. Good idea. Hey cat lovers give us your money so we can help cats
2. Okay here is my money
3. Success we met our target and gave the money to help cats but we got a surplus what do?
4. Give the rest to help dogs. Good idea
5. Give me my money back I hate dogs asshole
>>snip a whole lot of shit excuses<<