Social Impact Heroes: Why & How Nicole Johnson of Baltimore Read Aloud Is Helping To Change Our World
Know Your Audience: Gaining a deep understanding of the specific needs and preferences of your target audience is essential for success. Conduct thorough research to grasp the unique perspectives of parents, educators, and children. Engage with them to explore their interests, values, and concerns, enabling you to curate a selection that truly resonates and meets their expectations.
As part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Nicole Johnson, founder and CEO of Baltimore Read Aloud.
After spending time giving away books with Black characters Black children as part of the Children’s Defense Fund Freedom Schools initiative, many who were seeing themselves represented for the first time, Nicole developed Baltimore Read Aloud. Baltimore Read Aloud has now become a platform to connect and leverage the resources of a bookstore with programming and advocacy, giving young people in Baltimore City and surrounding communities tools to read and write their own stories.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
Growing up, I spent a lot of time at the library. After school, while waiting for my mom to pick me up from work, reading books was my favorite way to pass the time. Despite reading many books at the library and in school, it wasn’t until I was an undergraduate at Stanford University that I encountered a fiction title written by and featuring a Black woman. When I first read the work of J. California Cooper, it felt as if she had captured the memories of the women who raised me in her writing. From the dialogue to the characters’ behaviors, I truly felt seen.
After college, I dedicated many years to introducing books with Black characters to Black children through the Children’s Defense Fund Freedom Schools initiative. Once I left that work, I realized how challenging it can be to find and purchase these books, as well as how few diverse titles are published each year. Not only are the experiences of Black people underrepresented on retail shelves, but anyone who is not white, cisgender, heterosexual, able-bodied, or from a Christian-based religion also struggles to find themselves represented in children’s literature.
To address this issue, I founded Baltimore Read Aloud to promote diverse books for children while supporting a community of parents, educators, and other professionals in using these books in classrooms and beyond. I want my children, and every child, to see themselves in books as early and as often as possible. I wish for every young person to discover joy and pride in reading, sharing books, and telling stories.
Can you share the most interesting story that happened to you since you began leading your company or organization?
I often find it surprising how taken aback educators and parents can be when they see the collection of books that Baltimore Read Aloud offers. Remarks like, “She has Black books” or “I’ve never seen these books before” are common. One grandmother approached my table, astonished to find books featuring Native American characters and culture. She shared that she had to search online to find Native American stories, and here I had them on display.
I take pride in supporting parents struggling to find books representing their children and families. At every pop-up or school event, I meet a parent thrilled to find a book that affirms them — like the mom searching for a bilingual Spanish picture book for her five-year-old or the African American dad looking for a book about dinosaurs for his son. I’m happy to say that, with some thoughtful curation, I can often respond, “I have a book for you.” Nothing compares to the joy of a little girl picking up a book and exclaiming, “She looks like me,” while pointing to the character on the cover.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
This isn’t a humorous story, but it is a profound one. Earlier this year, I was preparing my mobile bookshop for its first festival event. To get ready, I moved the van from its secure parking lot to a spot closer to my home for just one night. I parked the van in a secluded area behind a bookstore and daycare center, not realizing that it was a prime target for thieves searching for catalytic converters.
I was excited to work on the van for my event the following day, but I was met with a surprise: while the van was still there, it sounded different when I turned the ignition key. The warning lights shone brightly on the dashboard — the catalytic converter had been stolen.
Overnight, someone decided to help themselves to the van’s catalytic converter. While I was relieved that the van hadn’t been stolen and that only one part was taken, I couldn’t help but feel sad and disappointed to have been targeted. I contacted the insurance company and had the van towed for repairs. Nevertheless, I proceeded with my event, setting up my tent and table.
The repairs stretched on for four long months, during which time I eagerly anticipated the moment I could unveil my mobile bookshop. Finally, the day arrived, and I showcased it at a series of festivals throughout my community. Each event was filled with the buzz of excitement, as families and friends walked on to find a diverse collection of books. The atmosphere was alive with children sitting on the bookshop bench to read while their parents browsed the shelves. I feel a deep sense of pride as I share my love for books with fellow book lovers of all ages.
The lesson I learned? Always park in a secure location and ensure you have good insurance and a backup plan for sales.
Can you describe how you or your organization is making a significant social impact?
This fall, we launched the 100-Book Home Library Campaign to support childhood literacy by bringing curated libraries of 100 new books into students’ homes.
The campaign focuses on fostering a love of reading by providing access to books that reflect the students’ lives and the world around them. Donors can purchase books from a curated list on the campaign website, and these books will be distributed to students, ensuring they receive brand-new, age-appropriate materials that support reading proficiency. The selection includes diverse experiences, representing LGBTQIA+ individuals, Native people, people of color, gender diversity, individuals with disabilities, neurodiversity, and various racial, ethnic, cultural, and religious backgrounds. This curated list is designed to resonate with the lived experiences of Baltimore youth.
Reading has the power to change a child’s world. By giving Baltimore students access to a wider range of diverse books in their homes, we are preparing them for success in the classroom and in our community. This campaign is essential to support our students and their educators, mentors, and family members while uplifting our community as a whole.
Can you tell us a story about a particular individual who was impacted or helped by your cause?
My work involves partnerships with local educators and librarians, and I increasingly focus on addressing their challenges in obtaining diverse books for their students. One example is Ms. Tanea Rather from Dr. Nathan Pitts-Ashburton Elementary/Middle School. As the reading specialist at her school, Ms. Rather highlighted the difficulties she faces in providing students with books that feature characters who resemble them. She noted that without the option for choice and variety, students often dismiss donated books that they did not select themselves.
With Ms. Rather’s assistance, we hosted the first author visits at her school in September and October 2024. In grades 1 to 5, students were introduced to three Black male authors and their works. During the visits, students asked questions such as: “How did you become a writer?” “How long does it take you to draw your characters?” and “What’s your next book?” Meanwhile, the authors engaged with the students by asking, “How many of you like to draw or write stories?” and “What’s your favorite book?” After the visits, Ms. Rather distributed copies of the authors’ books to the students.
Experiences like these transform reading from mere words on a page into an engaging activity. They help students feel seen, heard, and valued.
Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?
Book challenges and bans are on the rise. In the 2023–2024 school year, PEN America documented more than 10,000 book bans in public schools. These targeted books disproportionately feature authors of color, LGBTQ+ authors, and women and cover topics related to racism, sexuality, gender, and history. Such bans and challenges lead to the erasure of these identities and limit young people’s access to diverse perspectives.
To combat these campaigns and ensure every child has the opportunity to enjoy diverse books, community members and civic leaders can take the following actions:
1. Advocate for Diversity and Inclusion: Reach out to local and state school boards to express how meaningful these books are to your family and community.
2. Support Teachers, Librarians, and Booksellers: Partner with teachers, librarians, and booksellers to promote diverse literature and help the broader community understand the importance of representation for all readers. Diverse books serve as a source of both self-esteem and empathy.
3. Increase Access to Diverse Books: Donate books to support the 100-Book Home Library Campaign. Visit our website to purchase books that will be distributed to students’ home libraries. Help us spread the word by sharing our campaign in your community, as we aim to establish 200 home libraries.
How do you define “Leadership”? Can you explain what you mean or give an example?
Civil rights organizer Ella Baker notably said, “Strong people don’t need strong leaders.” She believed that effective leadership empowers others to lead themselves. Servant leaders prioritize authenticity, strong communication, empowerment, and continuous learning and improvement.
As a servant leader managing youth development programs, I have hired and supported parents from low-income neighborhoods to organize and train other parents in supporting their children’s education. Additionally, I employed high school and college students as mentors and summer learning teachers for elementary and middle school students. Together, we collaborated by setting aside hierarchical distinctions related to roles, educational background, or income status to enhance academic outcomes for children.
As a founder, I am learning to apply my values of servant leadership to my social enterprise. During the startup phase of my business, I focus on building relationships with educators and parents, learning about their literacy initiatives and needs. I view them not as customers but as partners whose leadership and opinions I deeply value.
What are your “5 things I wish someone told me when I first started” and why. Please share a story or example for each.
1 . Know Your Audience: Gaining a deep understanding of the specific needs and preferences of your target audience is essential for success. Conduct thorough research to grasp the unique perspectives of parents, educators, and children. Engage with them to explore their interests, values, and concerns, enabling you to curate a selection that truly resonates and meets their expectations.
2 . Network, Network, Network: The importance of building strong relationships within your industry cannot be overstated. By connecting with other businesses, authors, and community leaders, you can unlock invaluable partnership opportunities. These collaborations not only enhance your visibility but also bolster your credibility within the community, allowing you to tap into new resources and expand your reach.
3 . Embrace Feedback: Cultivating an attitude of openness towards constructive criticism and suggestions is pivotal for growth. When you actively seek feedback from partners, customers, and peers, you gain access to perspectives that can enrich your offerings. Such insights are instrumental in fine-tuning your services and products, ultimately elevating the overall quality of what you provide.
4 . Plan for Setbacks: Challenges are an unavoidable reality in the journey of entrepreneurship. By proactively developing contingency plans, you can more effectively navigate obstacles — such as theft, shipping delays, or unforeseen circumstances. Having these strategies in place will ensure that your business remains resilient and capable of adapting to changing situations without losing momentum.
5 . Celebrate Small Wins: The path of starting a business is often marked by both triumphs and setbacks. Taking the time to recognize and celebrate even the smallest achievements can significantly elevate your morale. This practice not only provides motivation but also reinforces your commitment to your long-term goals, helping you maintain a positive mindset as you work towards greater success.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
We are committed to helping 200 families in our community develop home libraries with 100 books each. Our goal is to collect a total of 20,000 books by December 31. This initiative aims to achieve three key objectives:
Closing the Literacy Gap: Research shows that having books at home significantly improves children’s literacy rates, leading to better performance in school and in their future lives.
Representation in Literature: Children from diverse backgrounds often do not see themselves reflected in the books they read. This campaign ensures that the books we provide are age-appropriate and culturally relevant.
Inspiring Lifelong Readers: By making books accessible at home, we encourage children to develop a love for reading, imagination, and storytelling, which will benefit them throughout their lives.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Setbacks often serve as a steppingstone for a remarkable comeback. Throughout my professional journey, I have encountered mistakes and faced unforeseen challenges at every turn. These experiences have taught me valuable lessons about resilience.
Initially, it’s important to acknowledge the disappointment and allow myself a moment to process the setback. However, rather than dwelling in that space, I strive to gather my thoughts and analyze what transpired. By reflecting on the situation, I can identify the lessons learned and devise a plan to turn a negative experience into an opportunity for growth.
Through this process, I’ve come to embrace the idea that even the toughest circumstances can lead to unexpected strengths and insights.
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
I am eager to share a meal with LeVar Burton for two reasons. First and foremost, I want to discuss his experiences as an actor, particularly his portrayal of Kunta Kinte in “Roots.” The challenge of stepping into one of the most horrific periods in African American history is profound. My family feels sadness and anger with every viewing of “Roots,” and I can only imagine how he felt embodying such a significant part of our history. Additionally, as a Star Trek fan, Geordi La Forge holds a special place in my heart as one of my all-time favorite characters. I am curious about what it must have been like for him on that monumental day when he first stepped onto the set to film the inaugural episode of STNG. I have many questions swirling in my mind, eager to be explored.
Secondly, I deeply admire his work on “Reading Rainbow” and his unwavering dedication to the Freedom to Read campaigns. Mr. Burton is not just another celebrity paying lip service; he is a genuine advocate for literacy and a fierce opponent of book challenges and bans. His commitment to fostering childhood literacy is both inspiring and steadfast. I envision inviting him to join us in local Baltimore schools, where we can engage and empower community members to support the 100-Book Home Library Campaign. I would love to hear his thoughts on our campaign’s central question: “What would our future look like if every child had 100 books at home?” His perspective would be invaluable and could ignite a movement toward enriching the lives of children through literature.
How can our readers further follow your work online?
The 100 Book Home Library campaign is a Baltimore-area fundraising and book drive effort to get 100 books in every student household. Through access to diverse, interesting, and expressive books without barriers such as cost or ease, the campaign helps children develop consistent reading habits at home and school. Find out more at https://www.baltimorereadaloud.shop/100books. Follow us on Instagram @baltimorereadaloud!
This was very meaningful, thank you so much. We wish you only continued success in your great work!
Social Impact Heroes: Why & How Nicole Johnson of Baltimore Read Aloud Is Helping To Change Our… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.