Reading Is Fundamental (RIF) and Macy’s Be Book Smart campaign achieved its biggest milestone to date – raising enough funds over the past decade to distribute 10 million books to children in underserved communities across America. This summer, the Be Book Smart campaign was held in Macy’s stores nationwide from June 21 through July 21 and raised more than $3.9 million for RIF to promote children’s literacy.
“At Macy’s we care deeply about supporting our local communities and inspiring children nationwide to embrace the joy of reading,” said Martine Reardon, Macy’s chief marketing officer. “RIF’s model is highly effective at ensuring that we reach the children who need us most. We are so proud that together we will have given our 10 millionth book as a result of this long and successful partnership.”
Macy’s long history of support has enabled RIF to promote literacy on multiple levels, engaging children and empowering educators and parents with easy-to-use literacy resources. Through customer supported fundraising campaigns, in-store events, and volunteer activities, Macy’s has helped RIF further its important mission to prepare and motivate young people to read. RIF is the nation’s largest children’s literacy nonprofit.
“Yet again, all of us at RIF are overwhelmed by the generosity demonstrated by Macy’s and its caring customers who helped make this possible,” said Carol H. Rasco, president and CEO of RIF. “We are extremely fortunate to have had 10 years of support and commitment from Macy’s to give millions of children the opportunity to dream big, explore new worlds, and to write their best life stories.”
The impact of Macy’s and RIF is felt in local communities by children in need. “RIF books are a chance for kids without money to read. I am very thankful for what you have done,” said Dominique, a RIF Kid from Las Vegas, NV. “I can’t choose my favorite RIF book because I loved them all. My heart is in the right place and so is yours.”
Since 2004, Macy’s support for RIF’s work to promote children’s literacy has exceeded $29.7 million. Through Be Book Smart, hundreds of thousands of Macy’s customers have donated $3 to give books to kids in need in local communities. Macy’s contributed 100 percent of the funds raised to RIF.
Reading Is Fundamental (RIF) delivers free books and literacy resources to children and families in underserved communities in the United States. By giving children the opportunity to own a book, RIF inspires them to become lifelong readers and achieve their full potential. As the nation’s largest children’s literacy nonprofit, RIF has placed 410 million books in the hands of more than 39 million children since it was established in 1966. Learn more and help RIF provide books to kids who need them most, visit RIF.org.
Macy’s, the largest retail brand of Macy’s, Inc., delivers fashion and affordable luxury to customers at approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy’s offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy’s is known for such epic events as Macy’s 4th of July Fireworks® and the Macy’s Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy’s flagship stores — including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, Dadeland in Miami and South Coast Plaza in southern California — are known internationally and leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers, employees and Macy’s Foundation, Macy’s helps strengthen communities by supporting local and national charities giving more than $70 million each year to help make a difference in the lives of our customers.