Home > About RIF > Press Room > Press Release Library > Record $3.1 Million Raised for Reading Is Fundamental by Macy’s Back-to-School Promotion

  • Facebook
  • Twitter
  • Send
  • Print

Record $3.1 Million Raised for Reading Is Fundamental by Macy’s Back-to-School Promotion

Funds will provide thousands of new books for underprivileged children across the U.S.

Washington, October 10, 2008—Reading Is Fundamental, Inc. (RIF), the nation’s oldest and largest children and families’ literacy organization, announced today that a six-week promotion held at all Macy’s stores has raised a record $3.1 million. The funds from the “Book A Brighter Future” campaign will be used to promote and support RIF’s Multicultural Literacy campaign, new volunteer engagement initiatives, and provide free books and literacy resources to children nationwide.

More than one million Macy’s employees and customers supported RIF during the campaign, which ran from July through September 2008. The promotion allowed customers to support RIF during their back-to-school shopping by giving $3 for RIF. Macy’s rewarded participating customers with a $10 shopping pass valid on most purchases of $50 or more.

“Macy’s is committed to supporting education and helping RIF reach more at-risk children with new books and literacy services,” said Terry J. Lundgren, chairman, president, and CEO of Macy’s, Inc. “The back-to-school program with RIF grows significantly every year, and we are inspired by the strong customer and community support for children’s literacy and for changing the landscape for future generations.”

Since 2004, Macy’s and RIF have raised more than $7 million. The 2008 campaign reached a new record for the largest customer-supported campaign in RIF’s 42-year history, exceeding the 2007 results of $2.5 million. Last year, programs that received Macy’s funds provided over one million books to more than 375,000 children.

“Last year, Macy’s funds supported RIF programs across the country and helped extend RIF’s volunteer engagement efforts,” said Carol H. Rasco RIF president and CEO. “Thanks to the continued success of the Macy’s partnership, RIF is able to advance its mission to motivate young children to read by expanding its outreach.”

Macy’s is also RIF’s lead partner for volunteer engagement and has supported the development of an online map on RIF.org. The recently launched online map makes it easier to connect local RIF programs to local volunteers. The map also allows users to discover RIF’s impact in their community and nationwide. View this online tool at http://maps.rif.org.

About Macy's
Macy’s, the largest retail brand of Macy’s, Inc., delivers fashion and affordable luxury to customers at more than 850 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Offering distinctive assortments, including exclusive fashion and home brands, Macy’s stores are operated by four regionally based retail divisions – Macy’s East, Macy’s Florida, Macy’s Central and Macy’s West – and an online store at macys.com.

Reading Is Fundamental, Inc. (RIF), founded in 1966, motivates children to read by working with them, their parents, and community members to make reading a fun and beneficial part of everyday life. RIF’s highest priority is reaching underserved children from birth to age 8. Through community volunteers in every state and U.S. territory, RIF provides 4.6 million children with 15 million new, free books and literacy resources each year. For more information and to access reading resources, visit RIF’s website at www.rif.org.

Discover the Joy!

Layla Wright-Contreras,
Media Relations Manager


Record $3.1 Million Raised for Reading Is Fundamental by Macy’s Back-to-School Promotion