Village Gamer

154 public school libraries across Canada will get a fresh start this school year with 32,500 new books that will be purchased with $391,000 raised through Indigo’s annual Adopt a School campaign. From September 11^th to October 1^st, Indigo, Chapters and Coles stores across Canada “adopted” public schools in their communities from Victoria to St. John’s. Through in-store events, online donations and special edition Indigo e-gift cards, the 2011 Adopt a School campaign surpassed last year’s donations by 21%.

During the three-week fundraising drive, Canadians passionate about literacy tapped their online social networks and communities encouraging friends, family and neighbours to “adopt” their local schools and raise funds for books. For every 100 “adoptions,” Indigo donated one book to the school. Individual stores added unique events to the campaign including an African drumming night hosted by Indigo Bay/Bloor for Toronto’s Rose Avenue Junior Public School and students at Forest Park Elementary distributed handcrafted bookmarks to anyone who made an in-store donation at Chapters in Nanaimo.  Giving a gift that gives, resonated with Canadians during this year’s campaign with 70% of online donations coming from the purchase of special limited-edition Indigo e-gift cards redeemable at Indigo, Chapters and Coles stores as well as online at indigo.ca.

Good News by the Numbers

• $391,000 was raised for 154 public school libraries -21% more than in 2010
• 41 schools surpassed their fundraising goal by raising more than one book per child in their school
• 14 schools also surpassed their fundraising goals, raising more than two and three times their fundraising goals

“Thank you to Canadian book lovers who, again this year, demonstrated overwhelming generosity and support for childhood literacy and Indigo’s Adopt a School Program,” says Jennifer Jones, Director, Indigo Love of Reading Foundation. “The schools identified this year were using worn-out, out-dated books and learning materials to teach our children. Now, the gift of reading during the critical elementary school years is even more possible for children at high-needs schools across the country.”

To date, Adopt a School has raised more than $924,000, putting more than 80,000 books into the hands of children at 459 elementary schools across Canada. Fundraising will continue online until June 1, 2012 given the overwhelming interest by and support of Canadians. Schools interested in participating in next year’s Adopt a School program can apply online.