Campaign highlights the power of community giving and honors educators and leaders supporting youth nationwide
NEW YORK and WASHINGTON, Oct. 7, 2025 /PRNewswire/ -- Macy's summer giving campaign once again inspired customers nationwide to round up at the register and donate online in support of youth literacy and wellbeing. The campaign is part of Macy's, Inc.'s social commitment, Mission Every One, and this year, Macy's once again partnered with Reading Is Fundamental (RIF), the nation's leading children's literacy nonprofit, and the National Alliance on Mental Illness (NAMI), the nation's largest grassroots mental health organization, raising more than $2 million through an in-store and online campaign.
Macy's partnered with RIF and NAMI, raising more than $2 million through an in-store and online campaign.
Funds raised will be split between the two organizations, advancing both literacy and mental health initiatives—two pillars essential to children's success in and out of the classroom. Proceeds directed to RIF will expand book choice and access for children in under-resourced communities nationwide, with a continued focus on social and emotional learning (SEL) through free resources, curated book collections and RIF's annual Rally to Read 100 reading engagement initiative. Proceeds directed to NAMI will expand mental health education, resources and youth-focused programming to help young people and their families navigate mental health challenges and build brighter futures.
As part of this year's campaign, Macy's also launched the Advocate for Youth Awards, hosted at select stores nationwide in partnership with RIF and NAMI. These ceremonies celebrated teachers and community leaders who are going above and beyond to champion literacy, mental health and student well-being. This year's honorees included:
- Michele Uwaine, 1st Grade Teacher at Linapuni Elementary (Honolulu, HI), recognized as a rising literacy leader and for bringing new worlds to her students through the magic of reading.
- Denise Sandoval, Library and Information Technology Educator at Carolyn G. Bukhair Elementary (Dallas, TX), honored for her unwavering dedication to students on a Title I campus, ensuring they have transformative experiences through books.
- Lori Zeman, Media Coordinator at Albemarle Road Middle School (Charlotte, NC), celebrated for championing RIF's Middle School Family Literacy Initiative, distributing over 9,000 books and engaging families in shared reading.
- Michelle Hobbs, TK Teacher at Morning Creek Elementary (San Diego, CA), acknowledged for sparking a lifelong love of reading in her youngest learners and partnering with RIF to bring thousands of books into her students' hands.
The events featured a read-aloud, book donation to each child in attendance, a school supply donation to the winner's school, as well as a Macy's gift card for each winner. By shining a light on these inspiring educators, Macy's, RIF and NAMI underscore the vital role teachers and community leaders play in creating supportive, thriving learning environments.
"Reading is more than a skill—it's a gateway to confidence, empathy, and opportunity. We are proud to celebrate our long-standing partnership with Macy's and grateful for their continued commitment to literacy," said Alicia Levi, RIF President & CEO. "This year's campaign is especially meaningful as it sustains our mission to close the literacy gap while also recognizing the educators and advocates who are shaping the futures of children every single day."
"As part of our social purpose commitment, Mission Every One, Macy's is dedicated to empowering youth and the leaders of tomorrow," said Sam Di Scipio, Macy's, Inc. senior director, social impact. "Through our longstanding partnerships with RIF and NAMI, we have been able to provide access to critical resources and literacy materials for youth nationwide as students prepare for the upcoming school year.
"Coming together with Macy's again this year, in partnership with RIF, has been such a meaningful way to support more youth and young adults on their mental health journeys," said Jessica Edwards, NAMI Chief Development Officer. "When we can give kids tools and resources that support both their academic growth and their mental well-being, we're helping unlock their full potential. Celebrating the leaders in their lives builds an even stronger sense of community and reminds everyone that they are never alone."
Since 2003, Macy's and RIF have raised more than $48 million, helping provide over 17 million books and free literacy resources to educators, families, and children nationwide. Since 2022, Macy's has also raised more than $3.3 million for NAMI, helping to expand youth and young adult programs that have supported nearly 600,000 youth (ages 3–25) on their mental health journeys. This year's campaign builds on that legacy of community impact while extending recognition to the educators and advocates at the heart of student success.
About Reading Is Fundamental (RIF)
Reading Is Fundamental (RIF) is committed to creating a nation of lifelong readers by inspiring the joy of reading among all children, putting them on the path to becoming skilled readers. We provide free, high-quality content to engage children, educators, families, and literacy advocates in the solution to the U.S. literacy crisis—so that every child has the fundamentals for success. As the nation's leading children's literacy nonprofit, RIF has provided nearly 430 million books and reading resources to nearly 212 million children since 1966, impacting generations of children. Explore our results and learn more about partnering with us at www.RIF.org.
About Macy's
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), serves as the style source for generations of customers. With one of the nation's largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy's delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy's gives customers even more ways to shop through an off-price assortment at Macy's Backstage and at our highly curated Macy's small format stores. Each year, Macy's provides millions with unforgettable experiences through Macy's 4th of July Fireworks® and Macy's Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We're guided by our social commitment—to create a brighter future for all that empowers voice, choice and ownership for our colleagues, customers, communities and leaders of tomorrow.
About NAMI
The National Alliance on Mental Illness (NAMI) is the nation's largest grassroots mental health organization dedicated to building better lives for the millions of Americans affected by mental illness. NAMI works to educate, advocate, listen, and lead to improve the lives of people with mental health conditions and their loved ones. Learn more at www.nami.org.
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SOURCE Reading is Fundamental (RIF)
