WASHINGTON, Aug. 11, 2011 /PRNewswire-USNewswire/ -- For the third year in a row, more than 1 million Macy's customers sprung into action to support Reading Is Fundamental (RIF), the nation's largest children's literacy nonprofit. From June 24 – July 31, Macy's customers donated $3 through the Be Book Smart campaign to provide a book for a child, and Macy's donated 100 percent of every $3 to RIF for a total donation of $4.9 million. The organizations partnered with the goal of giving 1 million books to children.
"RIF is overwhelmed by the generous support of Macy's and the millions of customers who shopped during the Be Book Smart campaign," said Carol H. Rasco, president and CEO of RIF. "As we look to our future, we are pleased to call Macy's our partner and appreciate their ongoing commitment to RIF and our efforts to improve children's literacy in the United States."
Earlier this year, federal funding for RIF was eliminated from the budget which accounts for 80 percent of the organization's overall operating budget. Macy's annual campaign offered a timely opportunity to help increase private funding for the organization while giving back to local communities.
"Giving back to local communities is a cornerstone of our business," said Martine Reardon, executive vice president of marketing for Macy's. "Reading Is Fundamental has a long history of inspiring children to read and achieve by providing books to own at home. Macy's passionately supports children's literacy, and we thank our customers for adding their generous contribution to the RIF organization."
Since 2004, RIF's partnership with Macy's has raised nearly $21 million to support children's literacy through customer-supported fundraising campaigns, in-store events, and volunteer activities. Last year, Macy's supported RIF programs that provided 3.6 million free books to more than 1.2 million children and donated 350 multicultural book collections to RIF programs throughout the country.
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer 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(R) and the Macy's Thanksgiving Day Parade(R), as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.
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 provided 4 million children with 15 million new, free books and literacy resources last year. For more information and to access reading resources, visit RIF's website at www.rif.org.
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SOURCE Reading Is Fundamental