Share The Magic Foundation

What Share The Magic Foundation does

Share The Magic Foundation, Inc., doing business as Read With Malcolm, is a Georgia-incorporated 501(c)(3) nonprofit founded in 2016 by former NFL wide receiver Malcolm Mitchell to address childhood illiteracy and book-ownership gaps in under-resourced communities. The foundation operates three core program pillars: a portfolio of virtual reading challenges under the READLeague brand (READBowl, READMadness, READCamp, READMarathon, and the recently launched READUniversity educator symposium); in-school programs (Reading Rallies, Early Learning Reading Initiative, and Reader to Leader); and corporate engagement initiatives (Shop the Magic, Read Across, Lawyers for Literacy). It also runs a Matching Grants program for Title I schools, with the foundation matching 50% of book purchase costs at qualifying schools where at least 90% of students receive meal assistance.

The foundation's underlying technology consists of a proprietary virtual reading challenge platform that gamifies reading progress and competition among schools and classrooms, complemented by a Shopify-hosted Magic Shop storefront and a multi-language public website (English, Spanish, French, Italian, Japanese, Haitian Creole). Supporting infrastructure uses DonorPerfect for donation processing and email list management, Constant Contact for event and gala communications, and standard web analytics (Google Analytics, Meta Pixel). Operational footprint is small (1-10 employees) and headquartered at 1776 Peachtree St NW, Suite 420N, Atlanta, Georgia, with program reach extending across U.S. Southeast, Northeast, Midwest, Southwest, and West regions.

The foundation is donor-funded rather than commercially revenue-generating. It accepts individual donations at preset tiers from $10 to $2,500 (plus custom amounts) on one-time, monthly, quarterly, and annual cadences, alongside matching grants, legacy/planned gifts, appreciated securities, corporate sponsorships, and merchandise sales through the Magic Shop. The annual A Magical Evening of Literacy Gala at the Georgia Aquarium functions as the flagship fundraising event. Named corporate partners include Georgia Power, Morgan Stanley, HSBC, Pinnacle Financial Partners, FDIC (curriculum), Cox Campus, and Scholastic. The organization holds a Candid Seal of Transparency and a 3-star Charity Navigator rating for 2026.

Name

Share The Magic Foundation

Legal name

Share the Magic Foundation, Inc.

Website

https://readwithmalcolm.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Share The Magic Foundation (DBA Read With Malcolm) is a 501(c)(3) nonprofit that runs virtual reading challenges, in-school literacy programs, matching grants for Title I schools, and corporate engagement initiatives to improve childhood literacy and book ownership in under-resourced communities.

Ownership category

akta.pro rank

Product category

Youth Literacy Education Non-profit

NAICS

Educational Support Services (611710), Grantmaking and Giving Services (8132), Educational Support Services (61171)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Library, Reading Motivation & Independent Reading Programs (EDAMAJAO)

akta.pro secondary industries

Literature & Book Clubs / Guided Reading Groups (EDAMAJAG), Reading & Literacy Centers (Phonics, Comprehension, Writing) (EDANAHAD)

Keywords

• Childhood literacy programs
• Reading education nonprofit
• Virtual reading challenges
• School literacy initiatives
• Book ownership programs

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual Donations: The foundation accepts one-time, monthly, quarterly, and annual donations from individuals at various levels ($19.26, $10, $50, $100, $250, $500, $1000, $2500 or custom amounts).
2. Matching Grants: Foundation provides matching grants to eligible Title I schools where 90% of students receive meal assistance, requiring recipients to fund 50% of book purchase costs.
3. Legacy Giving: Accepts planned gifts including bequests through wills, living trusts, life insurance policy proceeds, and retirement plan remainders.
4. Appreciated Stock: Accepts gifts of appreciated stock, mutual funds, and securities held over one year, allowing donors to claim full market value deductions without paying capital gains tax.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Share The Magic Foundation is a nonprofit organization that provides childhood literacy programs through in-school initiatives (Reading Rallies, Early Learning Reading Initiative, Reader to Leader) and virtual reading challenges (READBowl, READMadness, READCamp, READMarathon). It also runs corporate engagement programs (Shop the Magic, Read Across, Lawyers for Literacy), matching grants for Title I schools, and an online merchandise store, all centered on book ownership and reading motivation for underserved K-12 students.

Product overview

Share The Magic Foundation operates a portfolio of literacy programs organized into virtual reading challenges (READBowl, READMadness, READCamp, READMarathon) and in-school initiatives (Reading Rallies, Early Learning Reading Initiative, Reader to Leader). The foundation also offers corporate engagement programs including Shop the Magic, Read Across, and Lawyers for Literacy, plus matching grants for Title I schools. Supporting infrastructure includes the Magic Shop for merchandise, the annual A Magical Evening of Literacy Gala, and the READUniversity professional development symposium for educators. Programs are primarily centered around Malcolm Mitchell's authored books (The Magician's Hat, My Favorite Book in the Whole World) and incorporate financial literacy partnerships with Pinnacle Financial Partners and FDIC Money Smart curriculum.

Differentiator

Problem solved

Functional benefit

Brands

• READLeague: Virtual reading competition programs including READBowl (competition-based reading), READMadness (bracket-style reading challenge), READCamp (summer reading program), and READMarathon (endurance reading challenge)
• In-School Programs
• Corporate Engagement
• Magical Evening of Literacy

Products and services

• READBowl A virtual reading challenge competition where students compete to read the most books or pages during a designated period, tracking progress through an online platform and earning rewards.
• READMadness A bracket-style virtual reading competition where books or reading achievements advance through rounds, creating excitement and engagement among participating students.
• READCamp A virtual reading camp program providing extended reading engagement activities, typically during summer or holiday breaks, designed to maintain and build literacy skills.
• READMarathon An endurance-style virtual reading challenge where students log reading time over an extended period, building consistent reading habits.
• Reading Rallies In-school assemblies and events featuring Malcolm Mitchell and the Share The Magic Foundation team to inspire students and celebrate reading achievements.
• Early Learning Reading Initiative (ELRI) A classroom-based program offering single class, single grade level, or whole school programming where each student receives a copy of Malcolm Mitchell's book along with an animated video of Malcolm reading, plus teacher guides.
• Reader to Leader An interactive one-hour program for middle and high school students featuring Malcolm Mitchell in an engaging narrative, where student moderators guide peer discussions on the value of literacy and its connection to long-term success.
• Shop the Magic An interactive bookstore shopping experience where 20-25 'rockstar readers' are rewarded with a trip to a local bookstore to choose five new books. Corporate partner employees serve as guides helping students select books based on their tastes, age, and reading levels, with a brief financial literacy introduction.
• Read Across A citywide reading celebration initiative for elementary school students in underserved communities, featuring school-wide reading rallies, classroom resources, and engaging virtual content. Students receive a copy of The Magician's Hat or My Favorite Book in the Whole World along with literacy-focused activities.
• Lawyers for Literacy A corporate engagement initiative inviting law firms to participate through Shop the Magic or Early Learning Reading Initiative programs, providing books and literacy activities to underserved student communities.
• Matching Grants Title I school grants that match funds raised by schools for book purchases. Qualifying schools with 90% of students receiving meal assistance can receive matching funds covering 50% of book purchase costs.
• A Magical Evening of Literacy (Gala) The organization's annual flagship fundraising event featuring gala celebrations to support literacy programs, with sponsorship opportunities and community engagement.
• READUniversity A virtual professional development symposium for educators featuring literacy leadership training, designed to help educators deepen their impact and connect with literacy leaders nationwide.
• Read to the Future A sponsorship and donation initiative supporting future literacy programs and student success.

Quantifiable outcome

• Students increased guided reading levels by one level during READBowl 2020
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Pinnacle Financial PartnerscoreStrategic or Co-development PartnerFinancial partnership collaboration introducing financial literacy concepts during READBowl competitions using FDIC Money Smart curriculum.
• FDICminorStrategic or Co-development PartnerProvides Money Smart for Young People educational curriculum integrated into foundation's literacy programs for financial literacy education.
• Cox CampusminorStrategic or Co-development PartnerEducational resource partner providing discussion guides and literacy resources for educators.
• ScholasticminorStrategic or Co-development PartnerProvides podcast content and educational materials including My Favorite Book in the World teaching resources.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• United Way (literacy initiatives): Large national nonprofit network funding local literacy and education programs through workplace giving and corporate partnerships. Comparable as a national literacy funder and corporate-partnership intermediary, though literacy is one program among many.

Direct peers

• Dolly Parton's Imagination Library: The largest U.S. children's book-gifting program, mailing free books to children from birth to age five. Highly comparable to Share The Magic Foundation's book-ownership mission and K–5 literacy focus, though operating at much greater scale via a celebrity founder.
• First Book: Nonprofit that provides new books and educational resources to children in Title I schools and under-resourced communities. Directly comparable to Share The Magic's Title I matching-grant program and book-ownership model serving similar student populations.
• Reading Is Fundamental (RIF): Long-standing U.S. children's literacy nonprofit providing books and reading resources to underserved students. Comparable mission, target population (Title I and low-income schools), and book-ownership focus to Share The Magic Foundation.
• Reach Out and Read: Nonprofit that partners with pediatric clinics to promote early literacy through book distribution and parent coaching. Comparable in childhood literacy mission and book-ownership model, though anchored in healthcare settings rather than schools.
• Room to Read: Global nonprofit focused on children's literacy and gender equality in education, with school-based programming and library/book-distribution components. Comparable in literacy-program design and school-partnership distribution, though operating internationally and at larger scale.
• Raising A Reader: National early-literacy nonprofit partnering with schools and community organizations to promote family reading routines and book access. Directly comparable in target audience (K–5 families in underserved communities) and book-ownership delivery model.
• 826 National: Network of youth writing and tutoring centers serving K–12 students with literacy support, creative writing, and educator resources. Comparable in supplemental literacy support for underserved students and educator professional development.
• Barbara Bush Foundation for Family Literacy: Family-literacy nonprofit funding programs that integrate adult and child literacy. Comparable in literacy-grantmaking model and school/community partnerships, though with a broader family-literacy scope.

Emerging players

• LitWorld: Nonprofit promoting literacy and social-emotional learning through school and community programs. Comparable in literacy-program design and K–12 student engagement, but with a smaller operational footprint and broader SEL overlay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCzYrkGMvd_5h8h0RZ3e6v2w
• Facebookfacebook.com/ReadWithMalcolm
• LinkedInlinkedin.com/company/read-with-malcolm
• Instagraminstagram.com/readwithmalcolm
• Xx.com/readwithmalcolm

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Share The Magic Foundation