Cantor Fitzgerald donates all of its profits to charities every year on 9/11.

Cantor Fitzgerald donates all of its profits to charities every year on 9/11. (KTLA-TV / September 11, 2012)

CENTURY CITY, Calif. (KTLA) -- On the 11th anniversary the 9/11 attacks, Cantor Fitzgerald employees in Los Angeles are raising money and remembering the victims.

The financial services firm was the hardest hit when the Twin Towers collapsed on Sept. 11, 2001. It lost all 658 of its employees who were in the office at the time.

Cantor Fitzgerald has marked the somber anniversary every year by donating all their global revenues from the day to charity.

It enlists celebrity brokers to help carry out the trades.

So far, the firm has raised about $77 million. More than 100 charities are expected to benefit from this year's event.

Steve Tisch of the New York Giants is one of the celebrities involved this year.

"I was in downtown Manhattan on the morning of 9/11," Tisch told KTLA. "I was in a business meeting and somebody ran in reporting that a small plane had flow into the World Trade Center."

"So I literally left the building that I was in, walked to the corner of 6th and South and I actually saw the second plane hit the South Tower," he recalled.

"This is an important day for the whole country," he said. "To be invited here and participate in such a great event... I'm thrilled to be involved."

Other celebrities who are pitching in include Michael J. Fox, 50 Cent, Kate Upton, Venus Williams, Eli Manning, Mark Sanchez, Mariano Rivera and Regis Philbin.

For more information on the charities benefiting from the event, visit http://www.cantor.com.