Reading Is Fundamental and Macy's Launch Book A Brighter Future

Jun 30, 2010, 08:00 ET from Reading Is Fundamental

Fundraising campaign will benefit children's literacy and RIF programs nationwide

WASHINGTON, June 30 /PRNewswire-USNewswire/ -- Reading Is Fundamental (RIF) and Macy's have teamed up to launch the fifth year of Book A Brighter Future™, RIF's largest customer supported campaign held at Macy's stores nationwide. The funds raised through Book A Brighter Future will benefit 17,000 RIF sites working to provide free books and literacy resources to children who need them most.  

To kick off Book A Brighter Future, Academy Award-winning actress Susan Sarandon will join RIF and 20 students from St. Aloysius Education Clinic at Books of Wonder—the oldest independent children's bookstore in New York City. Each participating student will choose a book from RIF's Multicultural Book Collection and listen to Sarandon read Wild About Books by Judy Sierra.  

"Encouraging kids to read is one of the best investments we can make to prepare kids for the future," said Susan Sarandon. "Book A Brighter Future supports RIF's mission and provides free books and other literacy resources to kids and families across the country."

Book A Brighter Future provides consumers with a low-cost opportunity to support literacy programs in their own community and across the country, while also being rewarded. From June 30 through July 31, 2010, Macy's customers can give $3 to RIF and receive a coupon for $10 off one purchase of $50 or more at any Macy's store nationwide. Macy's will donate 100 percent of every $3 to RIF. Last year, more than two million Macy's customers participated in Book A Brighter Future to raise $6.5 million for RIF, making it the largest customer supported campaign in RIF's 43-year history.

For every $3 given, $1 will support local RIF programs near the Macy's store; $1 will support RIF's Multicultural Literacy Campaign; and $1 will help RIF's ongoing efforts to provide reading resources to millions of underserved children across the country.

"RIF is excited to launch the fifth year of the Book A Brighter Future campaign with Macy's," said Carol H. Rasco, president and CEO of RIF.  "The support of Macy's staff and customers in this campaign is critical to helping RIF build a brighter future for children nationwide."

Since 2004, RIF's partnership with Macy's has raised more than $13 million to support children's literacy. In 2009, the funds raised through Book A Brighter Future directly supported RIF programs that served 800,000 kids and provided 2.5 million books.

Macy's is also the founding sponsor of RIF's Multicultural Literacy Campaign, a multi-year effort to promote and support early childhood literacy in African-American, Hispanic, and American Indian communities—where reading scores are often the lowest. To date, Macy's has donated more than 1,000 multicultural book collections to RIF programs in every state and U.S. territory.

"Our partnership with RIF demonstrates Macy's commitment to worthwhile causes like children's literacy," said Robin Reibel, GVP Media Relations, Cause Marketing and Visitor Services of Macy's Department Stores. "RIF has a long history of providing books and literacy resources to communities that need them the most, and we are pleased that Book A Brighter Future provides the needed funds to support their mission."

To learn more about the Book A Brighter Future campaign, to make a donation, or to Tell-A-Friend for a chance to win a shopping spree at Macy's, visit:  No purchase is required to participate in sweepstakes.

About Macy's

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 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.

About RIF

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 4.4 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

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SOURCE Reading Is Fundamental