Elementary-school kids throughout Hamilton County will once again be selling Kids First coupon books from Sept. 7-21. This year the program is celebrating its 25th anniversary of supporting educational programs in Hamilton County public schools.
The idea was a hit from the beginning, according to those who were there at the inception. “We needed one strong fundraising idea, instead of the four or five fundraisers we were doing each school year,” said former Hamilton County Department of Education Superintendent Dr. Don Loftis. “The idea of a coupon book evolved through working closely with [Nashville-based consultant] Jim Fuller. The PTA Council was also very involved and very helpful. Jim went out and spoke with business people and the Chamber of Commerce—and everyone got behind it.”
“When we created the idea, we could not find another school system in the nation that had done this,” said Jim Fuller. “Chattanooga was the first that we know of.”
“It was Dr. Loftis’s vision, but Jim Fuller spearheaded the program,” said Rachael Robinson, whose involvement with the PTA connected her with the program’s beginnings. She notes that the original concept, in which 70 percent of the book’s $10 purchase price would go directly to schools, “was unheard of for fundraisers at the time.” That concept is still in place today, and remarkably, the Kids First books are still $10.
The coupon book didn’t really have a name during its first year, says marketing professional Rusty Criminger. “But prior to the second year, Jim Fuller and I worked together to come up with a ‘brand’ name, and we created ‘Kids First,’ which was the perfect description. It was popular immediately,” he said. “Personally, it was the most gratifying project I’ve ever been involved in, and remains, to me, the most important.”
Even after raising more than $13 million for county schools, the idea continues to evolve, explained Michael Reed, a businessman who became an early supporter and who still sits on the board of the Hamilton County Schools Fund for Excellence, the nonprofit that administers the program. “We are featuring a QR code in this year’s book, we’ve updated the website and we are actively looking at ways to integrate technology into the way the books are sold and coupons are offered.”
Yet the core concept—a community coming together to actively support its schools—remains the same. “I would love to see a huge increase in book sales to support the 25th anniversary,” says Dr. Loftis. “Twenty-five years proves the success of the vision,” said Rachael Robinson. “It’s up to us as a community to support our schools and make them what they need to be.”
The Kids First Coupon Book features around 200 offers for discounts and free items from local restaurants, retailers, attractions, and service providers. Books will be sold through elementary schools Sept. 7-21. If there are unsold books remaining, they will be available for purchase at First Tennessee financial centers. Of the $10 purchase price, schools earn $7 for every book sold, according to Kris Humber, executive director of the Fund for Excellence.
The funds are allocated according to each school’s individual needs, paying for things such as technology upgrades, instructional materials, classroom supplies, and educational field trips. The remaining 30 percent of revenue covers program expenses and funds other projects benefiting schools.
“What sets the Kids First program apart is that this fundraiser is produced in-house by a nonprofit organization, as opposed to a for-profit company, meaning all proceeds stay in Chattanooga for the benefit of local schools,” said Ms. Humber. For more information, call 209-5450.