Getting a corporate sponsor for your program is always helpful. US Airways has become the official airline partner of "Reading is Fundamental," and will donate bonus miles for donations to the RIF.
"US Airways, the official airline partner of Reading Is Fundamental (RIF), invites you to support RIF's mission to help children discover the joy of reading. That's why if you donate $25 to RIF, we'll give you a gift - the children's book "Off You Go, Maisy!" For a donation of $50 to $250, we'll reward you with the book and bonus miles!"
Read more about it.