Macy’s Be Book Smart Raises $4.8 Million for Reading Is Fundamental
Press release (Aug. 9, 2012) — Macy’s customers participating in this year’s Be Book Smart campaign helped raise more than $4.8 million for Reading Is Fundamental (RIF), the nation’s largest children’s literacy organization. The five-week campaign’s success will enable RIF to distribute more than 1.6 million books to kids in need.
“Book by book, Macy’s and RIF, with the participation of Macy’s customers, are helping children in need get the tools so vital to their success in school and beyond,” said Carol H. Rasco, president and CEO of RIF. “We’re so grateful for Macy’s steadfast support over the last eight years, which has had such a lasting impact on the children we serve.”
The Be Book Smart campaign encouraged Macy’s customers coast-to-coast to give $3 to help provide books for children in their local communities. Through the program, customers received $10 off in-store purchases of $50 or more, and Macy’s donated 100 percent of every $3 to RIF. Special launch events featured appearances by NFL players in Boston; Denver; Scottsdale, Ariz.; San Francisco; and Washington, D.C. The players inspired children by reading aloud their favorite children’s books.
“With every shopping pass sold during the Be Book Smart campaign, Macy’s customers answered our call to help school children in local communities across the country have greater access to books,” said Martine Reardon, chief marketing officer for Macy’s Inc. “We’re proud to partner with Reading Is Fundamental on this campaign and are thankful to our customers for their generous support of the important work RIF does every day.”
Since 2004, Macy’s has helped raise $25.8 million for RIF. Through customer-supported fundraising campaigns, in-store events, and volunteer activities, Macy’s has donated funds, resources and employee time to further the important message of literacy for future success. Macy’s longstanding support has enabled RIF to promote literacy at all levels, from buying books for children and training educators to providing resources to parents.