WASHINGTON - (July 25, 2013) 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
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."
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.
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."
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."
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.