Charitable Activities
In 2004, Indigo started the Indigo Love of Reading Foundation, a program which helps provide new books and learning materials to high-needs elementary schools, enhancing the literacy and self-esteem of students. Indigo commits $1.5 million annually to schools across Canada.
The money is raised exclusively by Indigo customers, individual staff, and proceeds from Love of Reading fundraising products, such as plush toys and gift wrap. Indigo does not match funds or contribute itself. The schools then use 90% of this money to buy books from Indigo, Chapters, or Coles, however Indigo claims it does not benefit from this.
In 2007, the Indigo Love of Reading Foundation produced a documentary chronicling the issue of funding for books in Canadian elementary schools. The documentary Writing on the Wall recounts the establishment of the foundation, while revealing the current conditions of school libraries and literacy in Canada.
Read more about this topic: Indigo Books And Music
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