Nearly two-thirds of low-income families in the United States do not own any books. For the past 8 years, Macy’s has been working with Reading is Fundamental (RIF) to combat this statistic. RIF, the nation’s largest children’s literacy nonprofit, delivers free books and literary resources to underserved communities in the United States. By giving the children the opportunity to own books, RIF inspires youngsters to achieve their full potential. Since its establishment in 1966, Reading is Fundamental has given 400 million books to more than 35 million children.
With the help of Macy’s, Reading is Fundamental was able to their conduct their largest customer-supported campaign throughout the nation: “Be Book Smart.” Since 2004, Macy’s has helped raise more than $21 million to promote literacy for underprivileged children. Last year alone, “Be Book Smart” raised over $4.9 million for Reading is Fundamental which put nearly 2 million books into the hands of eager children.
This year, Macy’s started off the event by bringing in professional athletes. Joel Dreessen of the Denver Broncos, Patrick Chung of the New England Patriots, Chris Culliver of the San Francisco 49ers, Leonard Hankerson of the Washington Redskins, and Daryn Colledge of the Arizona Cardinals came into various stores to gain awareness and show their support.
From June 24th to July 31st, customers who gave a $3 donation to Reading is Fundamental received a coupon for $10 off their Macy’s purchase of $50 or more. All of the coupon’s proceeds went straight to RIF, who used the money to buy books for children in the customers’ local communities.
“Our partnership with Macy’s has had a real and lasting impact on children in communities across the nation,” said Carol H. Rasco, president and CEO of Reading is Fundamental. “Imagine the power of putting a book in the hand of a child who has never had one to call her own. This is what our partnership with Macy’s has enabled us to do, time and time again.”