Macy's Raises More Than $3 Million to Book A Brighter Future for Children Served by Reading Is Fundamental

More than 1 million customers supported the campaign held at Macy's stores nationwide

WASHINGTON, Aug. 23 /PRNewswire-USNewswire/ -- The 2010 Book A Brighter Future^TM campaign, RIF's largest customer supported campaign held at Macy's stores nationwide, raised more than $3 million to benefit the millions of children served by RIF. From June 30 – August 1, more than 1 million customers visited Macy's stores and gave $3 to support RIF. Macy's donated 100 percent of the funds to RIF.

Since 2006, Book A Brighter Future has raised more than $16 million for RIF. The dollars raised help RIF work towards its mission of putting free books in the hands of the children who need them most. Because $1 of every $3 will benefit a local RIF program, this campaign provided Macy's customers an opportunity to positively affect literacy in their communities. Of the $3 customers gave, $1 will also go to RIF's Multicultural Literacy Campaign, which supports early childhood literacy in African American, Hispanic and American Indian communities, where reading scores are lowest.  Lastly, the remaining $1 will support RIF's ongoing efforts to provide reading resources to millions of underserved children across the country.

"After five years, Macy's continues to be successful at raising funds through Book A Brighter Future to help RIF work towards our mission," said Carol H. Rasco, president and CEO of RIF. "In these challenging economic times, RIF is fortunate to have the commitment and support of Macy's to encourage more children and families to discover the joy of reading."

Together, volunteers at RIF programs throughout the country and Macy's associates enthusiastically promoted Book A Brighter Future to their communities. RIF volunteers visited more than 300 stores to demonstrate their appreciation for Macy's support. Additionally, the Book A Brighter Future microsite provided visitors the option to Tell-A-Friend about the campaign for a chance to win a $1,000 Macy's shopping spree from RIF. This year's winner is Linda Denney of Fleming Island, Florida.

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 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® and the Macy's Thanksgiving Day Parade®, 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 www.rif.org.

Discover the Joy!

SOURCE Reading Is Fundamental