This year, Macy’s raised a total of $4.8 million for the organization Reading Is Fundamental. This money goes to support the organization’s goal to increase children’s literacy. Customers contributed funds to RIF through a discount program at Macy’s stores.

The campaign encourages customers to donate $3 to RIF by offering them a coupon for $10 off a $50 purchase. Macy’s then passed along 100% of each $3 donation directly to the non-profit. The company also held a chain of events to mark the launch of the campaign that featured NFL starts in Boston, Denver, Scottsdale, San Francisco and Washington D.C.. During the appearances, the players read their favorite children’s books to kids in the audience.

“Book by book, Macy’s and RIF, with the participation of Macy’s customers, are helping children in need get the tools they need to succeed 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.”

Martine Reardon, chief marketing officer for Macy’s, said that by purchasing the shopping passes, Macy’s customers were supporting the efforts to make more books available to children in their communities. Reardon thanked the customers who participated and added that the company was proud to partner with Reading is Fundamental and to offer support in the group’s mission to expand greater access to books for kids.

“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.”

Macy’s ran its first Be Book Smart campaign in partnership with RIF in 2004, and since has raised more than $25 million for the charity. In addition to organizing customer-supported fundraising campaigns, the company also hosts in-store events and volunteer activities to donate money, resources and employees’ time to further literacy efforts around the US. With Macy’s support, RIF has been able to target literacy efforts with school children in all grades and expand the organization’s purchasing power to acquire and distribute more books.

To read the original article, visit educationnews.org.