First Book

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First Book Logo.
First Book Logo.

First Book is a non-profit organization based out of Washington D.C. that works towards getting new age-appropriate books into the hands of children from low-income families. It is estimated that in middle-income neighborhoods there are on average 13 books for every child while the ratio is only one book for every 300 children in low-income neighborhoods[1] Statistics like these drive First Book in their mission to get new age-appropriate books for kids, child-care centers, and educational facilities.

Contents

[edit] History

Founded in 1992 by Peter Gold, Elizabeth Arky, and the current president Kyle Zimmer; First Book was designed to help get books into the hands of children who need them the most. Working with existing literacy programs such as Head Start centers, libraries, and after school initiatives, First Book ensured preschools and education programs had age-appropriate books and got children interested in reading. In their first year, First Book distributed approximately 12,000 books to three communities and has since distributed millions of books to children across the nation[2]. Through partnerships on both corporate and non-profit levels, First Book has continued to grow, building a national reputation and helping to improve the lives of countless children.

[edit] Kyle Zimmer

Before becoming president of First Book Kyle Zimmer was a corporate lawyer. Working through her law firm she began volunteering at a lunch-time reading program for kids at a soup kitchen in Washington D.C. During one volunteer session, Kyle asked a little boy to go home and practice reading to which he responded he could not because he didn’t own any books. Astounded, Kyle began researching the literacy crisis in America and how few children had access to age-appropriate books in their homes and educational facilities. Along with two friends, Peter Gold and Elizabeth Arky, Kyle became determined to make a difference and in 1992 founded First Book. Within the first six months she had organized a multitude of volunteers in three communities and distributed 12,000 books. Today, Kyle remains president of First Book continuing the mission that she started almost 16 years ago. “Our momentum is high and racing everyday," notes Kyle Zimmer, "What propels us is the knowledge that there still are millions of children who are waiting for us.”[3].

[edit] Innovative Solutions

One of First Book’s keys to success has been its innovating program design. Through book distribution events, social enterprise and cause-based marketing campaigns, network engagement, and a large number of public/private partnerships First Book’s reputation has grown rapidly over the past 16 years.

  • First Book National Book Bank – this system enables publishers to donate large quantities of new books to nonprofits for distribution to disadvantaged children across North America.
  • First Book Marketplace – this on-line web venture offers educators and after school programs award-winning books at 50-85% below normal retail prices.
  • Local Advisory Boards – In an effort to get books to children all over the United States and Canada, this community-based model brings together local leaders, educators, and volunteers from across the nation to help supply pre-existing programs with books for the children they serve.

[edit] Impact

Through partnerships with publishing organizations, a National Book Bank, and an On-line First Book Marketplace, First Book has been the provider of an ongoing supply of new books to children, pre-schools, and community and mentoring based programs helping get kids interested in learning and become life time readers.

[edit] Louis Harris

Reputable polling expert Louis Harris conducted two studies on First Book for the Department of Education; first in June of 1999 titled “An Assessment of the Impact of the First Book Program on the Children Participating in Reading Motivation Programs in the Pacific Northwest” and the second in January 2003 titled “An Assessment of the Impact of First Book’s Northeast Program”. These studies concluded that First Book has had a positive impact on shaping children’s outlook on reading. To quote Louis Harris,

In the end, these disadvantaged children, the least likely candidates to become literate, are close to matching stride for stride the steps that must be taken for them to learn to read and to become literate human beings. First Book is the indispensable catalyst providing the wherewithal for it all to happen.[4]

[edit] Cause Marketing

First Book's success is due to its effective business model which brings public educational programs and the private sector together in caused-based marketing campaigns. These award winning campaigns have helped build First Book a national reputation and establish a solid foundation with several corporate partnerships all working together to get children new books.

  • Borders Group has been a partner of First Book’s since November 2005. Through corporate contributions and customer donations Borders has helped raise more than $1.6 million dollars. All donations are converted into gift cards which First Book distributes to community programs allowing them to purchase new books for thousands of children.
  • Cheerios cereal has worked closely with First Book in their campaign titled “Spoonfuls of Stories” that has helped get kids into reading, provide reading resources for parents, and contributing over $1.5 million dollars to First Book. When consumers donate to First Book via the Spoonfuls of Stories program, 100% of proceeds go directly into purchasing books for children.
  • Noggin the education network for children partnered with First Book working to raise one million books for kids. The campaign was known as “Get Ready to Read” and featured reading skill building programs, on-line games, interstitials, songs, and local outreach communities events.
  • Universal Studios named First Book its national charitable partner in 2000 and worked in conjunction with the release of the movie “How the Grinch Stole Christmas.” Movie Director Ron Howard produced a special tribute video to help promote First Book’s mission which included messages from Jim Carrey, Janet Jackson, Faith Hill, Magic Johnson, Rene Russo, Molly Shannon, Edward Kennedy, Hillary Rodham Clinton, and Colin Powell. The campaign had huge success and won a 2001 Reggie Award from Promotion Marketing Association for Best Cause-Related Promotion. In 2003 Universal Studios teamed up with First Book again for the premier of the Dr. Seuss movie, “The Cat in the Hat.” Together they created The Cat in the Hat/First Book Challenge which called on television news anchors to wear the signature red and white striped stove top hat on air and help spread the importance of literacy. Oprah Winfrey kicked off the campaign when she wore the hat on her show in October which lead to the donation of 50,000 new books to children nationwide. Following her lead, news anchors in 25 cities across the nation participated in the event till the end when NBC’s The Today Show cast wore the hats raising another 50,000 books for children nationwide. In 2004, First Book and Universal Studios won a Gold Reggie Award from the Promotion marketing Association of America for this innovative caused-based marketing campaign.

[edit] Book Relief

In 2005 First Book launched Book Relief, a campaign to get books to those devastated by hurricanes Katrina, Rita, and Wilma. In the beginning, Book Relief held nine book distributions which helped get 1.5 million brand new books to individuals, school districts, and public libraries. Oprah Winfrey’s Angel Network became the first major donor and contributor to Book Relief with a three-year grant for $250,000 dollars. In 2006 Book Relief focused on getting books to institutions and programs directly along the Gulf Coast. By the end of the year First Book had distributed over 3.6 million books. In the final phase of Book Relief in 2007, First Book concentrated on helping get books to the New Orleans area by working out of a US Coast Guard facility. Thanks to the help of countless volunteers Book Relief was a complete success, distributing 5.1 million books to over 20 states, 200 libraries, and 2059 programs.

[edit] What Book Got You Hooked?

In 2007 First Book celebrated its 15th anniversary and 50 millionth book distribution with one of its most successful online campaigns titled “What Book Got you Hooked?” Visitors to First Books website were able to share what book got them “hooked” on reading and then voted for a state to receive 50,000 brand new books for children in need. The campaign was sponsored by Idearc Media and the NOGGIN Network and received media coverage from USA Today, Publishers Weekly, blogosphere, and several local media outlets nationwide.Several celebrities and authors also participated in the event by posting what book got them hooked on reading including Edward Norton, David Duchovny, Rebecca Romijn, John Lithgow, Joyce Carol Oates, Patti LaBelle, Marlee Matlin, Judy Woodruff, John Krasinski, Rick Reilly, Bow Wow, Joan Allen, Lisa Loeb, R.L. Stine, Eric Carle, Elizabeth Gilbert, Joshua Bell, Lois Lowry, Kate DiCamillo, and many many more. By the end of the two-month crusade, more than 130,000 people had voted Oklahoma the winner with over 34,000 votes.

In September First Book brought 50,000 books to Oklahoma in a large celebration that included such guest speakers as Oklahoma’s First Lady Kim Henry, Miss Oklahoma 2007, Mackenna Smith, Mrs. Oklahoma International, Brooke Good, book illustrator Mike Wimmer and representatives from corporate sponsor Idearc Media.

[edit] Awards

  • Fast Company Magazine, Social Capitalist Award (2008, 2007, 2006, 2005, 2004)
  • Charity Navigator, Four-Star “Exceptional” rating (2007)
  • Schwab Foundation for Social Entrepreneurship, Social Entrepreneur of the Year in the U.S. (2007)
  • Cause Market Forum, Gold Halo Award (2007).
  • Yale School of Business – The Goldman Sachs Foundation partnership on Nonprofit Ventures Business Plan Competition, Grand Prize Winner (2005)
  • Author’s Guild, Award for Distinguished Service to the Literary Community (2005)
  • Forbes Magazine, Gold Star Charity (2003)
  • Promotion Marketing Association, Reggie Gold Medal (2005).
  • United States Coast Guard, Signature Charity since 2001

[edit] Partners

[edit] External links

[edit] References

  1. ^ Neuman, Susan B. and David K. Dickinson, ed. Handbook of Early Literacy Research, Volume 2. New York, NY: 2006, p. 31.
  2. ^ First Book Official Website
  3. ^ Kyle Zimmer & Co Founder, 2007 Social Entrepreneur of the Year in the United States, Schwab Foundation
  4. ^ Louis Harris. An Assessment of the Impact of First Book’s Northeast Program, 2003. pg. 1