The Story of Madison Reading Project
This year, MRP is celebrating 10 years of igniting a love for reading. Each month of 2024, our founder and Executive Director - Rowan Childs - will be adding a chapter so you can follow along on our journey. Let's dive in...
Once Upon a Time...
First Steps by Rowan Childs
The spark for our work started in 2013 with the belief that ALL kids should have access to great books they truly want to read. That same year the first Race to Equity report came out highlighting immense racial disparities in Dane County. With $1000 of seed money, a clear need, and collaborators Will Green and Stephanie Berto, our non-profit went from an idea to a reality, serving 30 kids in our pilot program at Salvation Army on Darbo Drive in Madison. We filed our non profit paperwork in October 2014, and the rest is history!
After a successful pilot program turned nonprofit, and figuring out how to scale one program to many there were more than one sleepless night. A fortune cookie landed in my hands and summarized what I was trying to do and what I needed to focus on. When things got complex, I’d glance at the fortune taped to my laptop and remind myself to refocus on what was important. To this day, this quote still rings true. Our work has grown significantly since the early years, and we have built a wonderful community. We are intentional about our work and reach, and believe in our values. Who knew this was all part of the seeds of a great nonprofit that is out to accomplish literacy goals for the youth of this community?
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Chapter Two
First Steps by Dr. Corinda Rainey-Moore
The next chapter in our story is by Dr. Corinda Rainey-Moore. As a founding board member, Corinda has been part of MRP since the beginning. She is now Board President. Here's her story.
After ten years of being involved in our organization, you are now board president. What does that mean to you and do you have any goals you would like to see accomplished during your term?
I am honored not just to be a board member but to be a Founding Board Member. I am one of two Founding Board members still on the board. What I love most about being on the board is that I get to be an active member that influences the direction and growth of the organization. Madison Reading Project has grown tremendously over the years to meet the community's needs. When I started, we did not have our own space; we used the space the Salvation Army offered us. We now have a Book Center, 15 staff members and two Big Reading Buses. This is my favorite part because we are reaching children in Madison and all over Dane County. My goal is to get the Madison Reading Project endowment established, to increase the number of students we serve, and ultimately own our own building.
Is there a memory of your beginning days as an MRP volunteer that you'd like to share?
My most memorable moments are working directly with the youth, mentoring them and working with them on reading and other activities. It was also nice to receive handwritten letters from them after our sessions with them.
Why did you want to support the organization? Why is the work important to you?
I support the Madison Reading Project because I know the importance of reading. My mom never learned how to read, I would often have to read the mail to her. I, like many others, saw the Race to Equity report that showed that African-American black students were not reading at grade level and that they were on the path of school-to-prison pipeline. I knew that we could change this as a community and as an individual. I am also aware that by learning to read, you can change the trajectory of your family.
What is one of your favorite memories of reading as a child?
I have always enjoyed reading. As a child, my family didn’t have much money to take vacations; as I’m one of six children raised by a single mom, books could take me anywhere I wanted to go. It allowed me to connect with others across the world. I had pen pals growing up, and we’d write to one another back and forth. We also shared books together!
Was there anyone influential in your reading journey when you were a kid?
Two people come to mind. One is my mom; even though my mom couldn’t read, she made sure that her children could. Secondly, I had mentors in school who tutored and worked with me on reading. They even ensured I was able to test above my grade level.
Chapter Three
Read Like Mad by John Smalley
Honestly, it is a challenge to recall all the specific details of Madison Reading Project’s “Read Like Mad!” game that the Wisconsin State Journal sponsored back in 2016 when I was editor at the paper. But one thing I will never forget was our staff’s brief engagement with Daniel, the young fellow who won the reading contest that first year.
As part of the prize package, Daniel earned a visit to the State Journal newsroom with a chance to meet some of our journalists and get a tour of the building, including the behemoth printing
press that literally shakes the building when it runs at full speed.
While some might question the quality of that reward – A newspaper tour? Really? – Daniel was not among the skeptics. He was all in that day. What I most remember was his ear-to-ear
grin as we worked our way around the newsroom, treating him like the champion that he was.
Already a voracious reader – again, I do not remember the exact number of books Daniel read in the contest timeframe to win the top prize, but I recall that it was a jaw-dropping total – Daniel also had an interest in cartooning. I think some of the joy he was exuding that day came from hanging out with State Journal cartoonist Phil Hands, who presented Daniel with a signed cartoon.
Partnering with MRP to sponsor the Read Like Mad game was an easy choice for us at the newspaper. For starters, the State Journal is all about promoting literacy and reading, so locking
arms with Executive Director Rowan Childs and the rest of the MRP staff to promote a reading game was, again, a super easy choice.
By that point, MRP had already established itself as a real entity, and a difference-maker in the community. And, boy, little did we know back then how Madison Reading Project would grow and thrive and multiply its impact in almost unimaginable ways in the years to come.
We wrote an editorial in the State Journal in January 2019 that celebrated MRP’s milestone of giving away 30,000 free books in 2018. That was a crazy high number at the time. Last year, this
community gem of an organization gave away 123,897 books to kids in and around Dane County.
It is an incredible story, and one that has always been based on MRP’s vision for children and partnerships. Rowan and her team have always been able to identify the right partnerships at the right time. Exhibit A on that front would be the Read Like Mad game from eight years ago. By partnering with the State Journal, MRP extended its reach in vast ways.
And the partnerships have only grown since then, including a great combo with the State Journal’s Empty Stocking Club. At the “Toy Depot” event each December, MRP gives away about 10,000 books in two days.
Some part of me likes to think that the first Read Like Mad game way back then was truly a benchmark moment for MRP, a catalyst that helped guide the organization onto a pathway of community engagement and growth that is still paying big dividends today.
But even if that were not the case, that moment in time is still very special to me. It started with a pitch from Rowan about this new game MRP had created, and it ended with smilin’ Daniel’s sweet visit to our office to celebrate reading.
Bravo, MRP, and here’s to the next 10 years!
Chapter Four
by Katrina Brooks
The next chapter in our story is by Katrina Brooks. Katrina worked with us for 5 years through some incredible milestones including our Big Red Reading Bus, awards, and fun events!
Why did you get involved with Madison Reading Project?
Growing up, I never had to worry about getting access to books and growing my own little library at home. I wanted other kids to have their own library as well. I knew I could make a difference in a child’s life through the literacy and book-giving programs MRP provided. I’m proud to have been a part of MRP and its impact on our communities.
What were some of the first projects you worked on?
It wasn’t one of my first projects, however, it was a big project. I was able to help MRP overhaul its website. Over time, I became responsible for MRP’s communications, event logistics, social media, and website updates. MRP has hosted several events. I’m thankful to have been a part of almost all of them. Including the ones that launched my first year with MRP Read Like Mad (a community reading game). For three years, I managed the game. Pop-dot designed the gameboard, logo, and fun characters.
Thankful (annual celebration). I got to spend the evening with MRP partners, and supporters and I got to announce the grand prize winners of Read Like Mad.
Read(y) to Wear (paper-inspired benefit fashion show). I was there for MRP’s very first Read(y) to Wear and little did I know it was just the beginning of this show! Every year, the design teams continue to show how creative they are with paper. I’m always amazed.
Do you have a favorite memory of working with MRP or a particular project or event that you really enjoyed working on? Why?
Oh, I have so many favorite memories! However, at the top of the list will always be the kids and seeing how happy they were to be able to pick the books they wanted. You can see the joy in pictures but to see it in person is such a great feeling. I remember at one of the book giveaways, a little girl asked me when she should bring the book back. When I told her she didn’t have to bring it back because it was hers forever, she hugged me and thanked me.
The Read Like Mad game holds a special place in my heart because it was my first project (event). Overall, I enjoyed helping MRP become more visible through its various events, newsletters, social media, and website.
What were some of the milestones and growth points that stood out to you in the 5 years you worked with MRP?
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Big Red Reading Bus (Beep! Beep!)
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Book giveaways (30,000th 50,000th, 150,000th, 250,000th )
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Books for Readers winner (Society of Children's Book Writers and Illustrators [SCBWI])
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Growth in the Community Book Drive, kids impacted (130,000+), Read(y) to Wear, newsletter subscribers, partners, programs (Books for Educators, My First Pages), and volunteers
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Outgrowing the office space
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People’s Choice winner (Wisconsin Innovation Awards)
What is your favorite children's book? Why?
I'm going to age myself with this one! I vividly remember reading Mr. Men and Little Miss books by Roger Hargreaves were some of my favorite books. The characters were so cute, and the stories were fun. When I mention these books I tend to get a blank stare, followed by –“What books?” Someone out there knew about these books, one day there were a few Little Miss books in one of the donation boxes. At the first Read(y) to Wear show, we had a craft table with donated magazines and books which attendees could use to make a paper accessory. I was beyond excited when I saw Mr. Messy and Mr. Tickle. I added Mr. Messy to my paper necklace.
Chapter Five
by Sarah Burke
As a long-term team member at Madison Reading Project, Sarah has supported us through so many chapters of our story. We're excited to share her story.
Is there a memory of your beginning days at MRP that you'd like to share?
I began working at MRP in August of 2018. My job then was very part-time and almost entirely remote… but I was so happy that my job was to help give away books! I mainly worked with Katrina and Rowan to support the events that were already up and running, as well as the ones that popped up when we least expected it. I helped recruit sponsors for Read(y) to Wear, worked with the Wisconsin State Journal for Read Like Mad, gathered food donations for Thankful, and helped get the Big Red Reading Bus officially launched.
My favorite memory was in early 2019 when we were down to the wire before the bus launch. I dragged my 3-year-old to Mt. Horeb where the bus was getting beautified so we could measure, cut, and sew padding for the parts of the bus where we were afraid children would bump their heads. It was a very last-minute challenge to make the inside of the bus look as beautiful as the outside. I also loved being a part of the Bus launch celebration where I was able to be the “mayor wrangler”.
Why did you want to support the organization? Why is the work important to you?
My interaction with MRP actually started with a donation. My son wanted to donate some of his books and we found Madison Reading Project and loved the mission. Soon after, the Grant Writing position was posted and I applied. Although I didn’t become the Grant Writer, Rowan hired me to help with events and I was so happy to get a foot in the door.
What is one of your favorite memories of reading as a child?
My mom is an avid reader and we worked our way through the entire Little House on the Prairie series together. She started reading them aloud to me… by the time we finished all the books, I was able to contribute a little more to the reading. I loved (and still do) the feeling of being able to get lost in a book.
Do you have a favorite memory of working with MRP or a particular project or event that you really enjoyed working on? Why?
Although I loved my time working on the Development team, my transition to the programming side of Madison Reading Project in 2022 made me so happy. Now it really was my job to give away books and inspire a love of reading! I absolutely love the technical side of running the Dolly Parton Imagination Library database. I can nerd out over charts and maps some days, and still have other days helping with book fairs and bus events with kids in person!
What is your favorite children’s book and why?
This is a deep cut, and probably something no one else has heard of. But we picked up a copy of Slinky Malinky in a Little Free Library when my oldest son was very young. We instantly fell in love with the rhyme scheme and the silly antics of the main character. We ended up ordering more of the series online when we needed to expand our library. And it became a family favorite that I read hundreds of times to all three of my kids.
Chapter Six
by Tom Linfield
The next chapter in our story is by Tom Linfield. Tom has been connected to MRP for 10 years, working with the Madison Community Foundation. Let's dive into his story.
When did you become involved with the Madison Reading Project?
Wow. Almost ten years ago? I met Rowan and learned about the organization early on. I worked at the Madison Community Foundation which gave a small grant to the agency. As the years went by, and MRP grew, Madison Community Foundation continued to fund the increasingly ambitious projects, from foreign language books to book buses.
Is there a memory of your beginning days as an MRP supporter that you'd like to share?
I was besotted with the project from day one. One of the first things I did was donate books, including a whole pile of graphic novels which are such a great entry point for readers. I also went to a big event, held at the Masonic Temple, and got a flavor of the enthusiasm and support for the project. And bought my first MRP T-shirt! One of my favorite things to do was to grab lunch with Rowan and Deirdre and do a little dreaming together. "What if?" We'd talk about potential partners, fundraising prospects, types of books (foreign language, art books, books related to donor interests, fun bookmarks, etc.). When the first bookmobile came online, our office got to explore it and I got to sit with the pigeon and drive the bus.
Why did you want to support the organization? Why is the work important to you?
I grew up in a household of books. Floor-to-ceiling, wall-to-wall bookshelves that my sister and I got to help build. Reading was a huge escape for me. I devoured the Biggles books (British hero), looked through art books, and would go "panning for gold" in used bookstores at an early age. I started drawing at an early age because I was entranced by the art I saw in children's books. I want every kid to have that opportunity. Imagination, learning, laughing, getting lost in a good book - all of that is possible and should be an accessible part of life no matter your circumstances, finances, language, orientation. We identify with characters in books ( I was Biggles. I was Tarzan. I was Harold with his purple crayon.)
What is one of your favorite memories of reading as a child?
Lying in bed, sunshine coming through the window, just losing myself in a book. Luxuriating with a good book. I remember my mother, even when finances were tight, taking us to the bookstore and encouraging us to buy books. It was like being in a candy shop. I remember The Phantom Tollbooth blew my mind. So cleverly written, such great ideas (you could literally jump to the island of conclusions!), and art by Jules Feiffer. I loved junior detectives (The Mysterious Three series, Encyclopedia Brown, Two-Minute Mysteries). (I couldn't get enough words combined with imagery (Peanuts, then Doonesbury and Bloom County). Later, I was captured by the shire of The Hobbit, the absurdity of Catch 22, the brilliance of Agatha Christie, the stirring imagery of Maya Angelou, the graphic novels of Frank Miller and Bill Sienkiewicz. I started reading Arthur Conan Doyle's Sherlock Holmes stories at a very young age and was just fascinated by the mysteries and solutions. It began a lifelong enthusiasm for characters who would observe and deduce and bring mysteries to a satisfying conclusion. Getting to introduce my kids to books when they were young was like a renaissance. I could read, sing, do funny voices, and then watch them fall in love with characters and stories.
Was there anyone influential in your reading journey when you were a kid?
My mother, who could read books in German, French and English. She was a music historian and taught on college campuses, so I was surrounded by scholars and scholarship. Her students and colleagues would sometimes recommend a good book. That's still how I hear about a lot of good books - through friends and colleagues. My friends growing up were also influential - they would recommend something, or a comic book would make the rounds of the whole group, or we'd see a movie and then seek out the original book. Friends sharing their books was how I got to know Tintin, Asterix and Obelix, Lucky Luke, and Gaston Lagaffe.
Chapter Seven
by Deirdre Steinmetz
In 2020, the world came to a screeching halt as we learned more about the global Covid-19 pandemic. I was only 6 months into my journey at Madison Reading Project and had just moved back to Madison after 12 years in the Pacific Northwest. As the daughter of a librarian and after years of working in education and nonprofit leadership roles, I was drawn to the Madison Reading Project’s mission. We had a small but mighty team, had just launched our 1st bus and our reach and impact were growing.
No one could have predicted what the next two years would bring and the challenges in our path or that this would be a pivoting point for our tiny organization. With schools and libraries closed and families figuring out how to support virtual learning, the need for books and materials at home became very clear. With our book center closed to the public, book donations on pause, and an ever-growing request for our services in the community we were forced to come together, get innovative, and figure out a way to continue getting books into the hands of kids and educators.
One of the things that sticks with me and one of the positive things I recall during that time was how beautifully our community came together to show support for one another, as a whole and also the smaller MRP community of educators, families, donors, volunteers and staff who supported our work and made a huge difference in changing the trajectory of our organization.
Instead of closing our doors, we gave 70,000 books to kids that year and another 85,000 in 2021. We found a way to purchase and distribute brand new books vs the pre-loved books we had been distributing for the past 5 years. Our team grew, we moved into a new, larger space and the number of schools and organizations requesting our services doubled.
The things we learned during this time and the way our team pivoted in those unimaginable circumstances bring me so much pride. We have firmly adopted values of collaboration, flexibility, and innovation into our daily work with each other and the community and continue to learn from the needs brought to us by the schools and organizations that we’ve built trust with since our inception in 2014. Learning to read is a basic human right and is an absolutely vital life skill. With those things as our foundation and woven into our culture, I am incredibly grateful, honored, and excited to continue the important work of developing programs and services that reflect and affirm young people so they can build a lifelong love of reading.
Chapter Eight
by Jackie Vitela Jacqmin
The next chapter in our story is by Jackie, who has been a board member since 2019.
When did you become involved with the Madison Reading Project?
I joined the MRP Board of Directors in 2019. My term as Board President began on January 1st, 2020. In February we held MRP’s biggest in-person fundraising event of the year, the glamorous READ(y) to Wear, a paper-based fashion show. In those first couple months, I never could have anticipated what March and beyond would bring in terms of leading the board and supporting the organization through a global pandemic and national unrest. Even though it was intense, it was a great honor to lead the board during such a tumultuous time and see the organization thrive and grow in its capacity to serve our communities - providing access to books when many schools were closed due to COVID-19 and building community partnerships to support social justice.
Do you have a favorite memory of working with MRP or a particular project or event that you really enjoyed working on?
One of my favorite MRP memories is working with the amazing MRP staff and my fellow board members to bring the Books for Educators program to life. A close second is supporting the development and launch of MRP’s partnership with the Dolly Parton Imagination Library. There is nothing like witnessing dreams turn into realities, which is something that the MRP co-executive directors and staff do daily!
Why did you want to support the organization? Why is the work important to you?
I love supporting MRP because as a school librarian, I see the tremendous difference access to books makes in the lives of children. There is magic in children being able to select books that speak to their interests and identities, and MRP makes the experience extra magical by giving children the opportunity to keep the books they choose to build their home libraries.
What is your favorite children's book?
One of my favorites is Dreamers by Yuyi Morales. It is a beautiful picture book that celebrates the power of reading, and I love that it was published concurrently in Spanish.
Was there anyone influential in your reading journey when you were a kid?
Absolutely! I had multiple influences but a foundational one was my mother, a single mom, who always supported my love for reading even when money was tight. We went to the public library regularly, and every week at the grocery store, she would drop me off in the book and magazine aisle. I would browse while she shopped - I could pick out one book a week. Looking at some of the content I gravitated towards through the lens of my adult self, my eyebrows raise a little - Betty & Veronica Digest anyone? But I love that she let me read what I wanted to. It’s how I became a reader.
Chapter Nine
by Tom Kobinsky
We are so excited for you to meet Tom, who is our Grants Coordinator and has been such an amazing help in the growth of Madison Reading Project.
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Once upon a time, in a tiny office far away on the 4th floor of a nondescript west-side Madison building, I met Rowan…
I was busy writing grants for Kennedy Heights Community Center, Middleton-Cross Plains Area School District, and others, when an email popped up from a friend. He told me about a nifty little nonprofit looking for help getting kids to read. Leading that effort, he said, was an energetic lady “you just have to meet!”
Being the son of a teacher, brother of two teachers, and father of a teacher, I am an avid reader. I always have a book open and have devoured books since I was a wee young’un. Reading is fun, books are great! So let’s check out this book lady, I thought…
In Spring 2018, I found myself in that little office climbing over boxes and piles of books to meet that book lady. Two hours later I had learned everything there was about Madison Reading Project, but most importantly, Rowan’s big dreams for what it could be – check that – what it will be…
Rowan’s enthusiasm was contagious. I was hooked.
I can help you grow the project and get more books to kids, I exclaimed. And I dove in, surrendering my other grant writing projects to freelance only for MRP.
Slowly but surely we began generating grant income: American Girl, Packers, Endres, Evjue, MGE, Steve Stricker, Epic – then $50,000 from Madison Community Foundation and our dream of a book bus became reality.
Our mission and reputation of inspiring kids to read by giving new books grew exponentially. As our grant writing expanded, so did our individual donors, and volunteers, and partners, and fundraisers, and number of books given, and kids reached, and on and on… And, I became an MRP employee in July 2019.
Today, I meet people from schools, businesses, foundations, other nonprofits, and community members who have heard of Madison Reading Project, know of our mission, and are willing to help us ignite the joy of reading diverse books for all children. Our rep is stellar. That is so very cool!
Our talented and dedicated staff and board, dozens and dozens of committed volunteers, our generous donors, and community philanthropists will keep inspiring us to inspire young readers. As songwriter Pat MacDonald sings…’the future’s so bright we gotta wear shades…’
Cheers to 10 years… and beyond!!