Summer Is the Time to Be Book Smart with Macy’s and Reading Is Fundamental

Macy’s and RIF Partner to Raise Funds and Awareness for Children’s Literacy

NEW YORK--(BUSINESS WIRE)-- School may be out for the summer, but learning is always in fashion as Macy’s (NYSE:M) and Reading Is Fundamental (RIF) kick off their annual summertime fundraising campaign for children’s literacy. Launching on Friday, June 22, 2012, the Be Book Smart nationwide campaign invites Macy’s customers coast-to-coast to give $3 to help provide a book for a child in their local communities. Through the program, customers will receive a coupon for $10 off an in-store purchase of $50 or more (certain exclusions apply), and Macy’s will donate 100 percent of every $3 to RIF. The five-week fundraising effort ends July 31.

From in-store to online, Macy’s will support the Be Book Smart campaign though its website, social media and in-store special events. Featured prominently online at, the campaign will also utilize social media to encourage summer reading with Macy’s and RIF rallying fans on Facebook with an enter-to-win sweepstakes. To celebrate the launch of the campaign in-store, select Macy’s across the country will host Reading Circles with professional athletes including Joel Dreessen of the Denver Broncos, Patrick Chung of the New England Patriots, Chris Culliver of the San Francisco 49ers, Leonard Hankerson of the Washington Redskins, and Daryn Colledge of the Arizona Cardinals.

“Macy's has been committed to RIF's mission of educating and empowering children through literacy since 2004. The Be Book Smart campaign allows Macy’s stores across the country the opportunity to give back to the local community. United with our customers, we are stronger together in our efforts to eradicate childhood illiteracy while bettering children’s chances for a brighter future through reading and access to books,” said Martine Reardon, chief marketing officer, Macy’s Inc. “With each school season, we hope to make more books available to school children across America.”

“Our partnership with Macy’s has had a real and lasting impact on children in communities across the nation,” said Carol H. Rasco, president and CEO of RIF. “Imagine the power of putting a book in the hand of a child who has never had one to call her own. This is what our partnership with Macy’s has enabled us to do, time and time again. Our goal for this year’s campaign is to reach 1 million books for kids. And we can do it, with the help of book people all over the country.”

Now in its eighth year, Macy’s has helped raise over $21 million for RIF since 2004, dollars which have gone to promote literacy at all levels, from buying books for children to helping build libraries in local communities. Through customer-supported fundraising campaigns, in-store events and volunteer activities, Macy’s has donated funds, resources and employee time to further the important message of literacy for future success. In 2011, the campaign raised over $4.9 million for RIF which will in turn put 1.6 million books in children’s hands this year. Additionally, Macy’s is 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. Macy’s is also RIF’s lead partner for volunteer engagement and has fostered a spirit of volunteerism in communities nationwide.

In-Store Special Events

Starting on June 26, select Macy’s stores will bring the excitement of the football field in-store with player appearances to support the launch of the Be Book Smart campaign. Macy’s stores in Boston, MA (6/26); Denver, CO (6/27); Scottsdale, AZ and San Francisco, CA (6/28); and Washington, D.C. (6/29); will host appearances by local football heroes including Joel Dreessen of the Denver Broncos, Patrick Chung of the New England Patriots, Daryn Colledge of the Arizona Cardinals, Chris Culliver of the San Francisco 49ers and Leonard Hankerson of the Washington Redskins. For more information on in-store events, please log onto

Facebook Sweepstakes

Macy’s and RIF will host a sweepstakes on Facebook to encourage supporters to share the Be Book Smart campaign with friends. Each week, one winner will be awarded a $500 Macy’s gift card. For official rules and to enter the sweepstakes, visit or No purchase necessary to enter or win a prize.

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 (RIF) delivers free books and literacy resources to children and families in underserved communities in the United States. By giving children the opportunity to own a book, RIF inspires them to become lifelong readers and achieve their full potential. As the nation’s largest children’s literacy nonprofit, RIF has placed 400 million books in the hands of more than 35 million children since it was established in 1966. Learn more and help RIF provide books to kids who need them most, visit

Alyssa Bendetson, 646-429-7447
Weber Shandwick for RIF
Ashley Lengen, 469-375-0207

Source: Macy’s