CLA’s LaundryCares program

When the Coin Laundry Association (CLA) set out to help its members make a difference in their communities, they thought small — and very big! Knowing that laundromat customers spend hours every time they visit, and often bring their restless children with them, the association launched LaundryCares. The program puts learning nooks, books, and other materials into coin laundry locations so children can read, draw, play and grow while the laundry gets done.

It sounds like a simple concept, but there’s a lot going on behind the scenes. We asked Brian Wallace, president of CLA, to share with us how the program got started, what the results have been, and how individual coin laundries can get involved.

Q. How did LaundryCares come about? Was it one individual’s brainchild, or a group project?

“LaundryCares was formed by CLA’s Board of Directors in 2006, driven by a desire to support the neighborhoods who support our businesses,” Wallace said. “We came to our focus on ‘laundry literacy’ after an opportunity to partner with Too Small To Fail, which is the early childhood development initiative at the Clinton Foundation, in 2015.

“The goal of the program is to connect the under-resourced families who frequent laundromats with early childhood learning and literacy resources they need most. LaundryCares addresses these needs through a combination of Free Laundry & Literacy Day events and the installation of Family Read Play Learn Centers. 

“Free Laundry Days are festive events that share free laundry services, free food, entertainment and literacy resources, including books, with local families. The Family Read Play Learn Centers are permanent, mini-library spaces in the laundromat that feature durable furniture, both fun and educational toys — and a supply of free books that are replenished each month, so that customers can begin building a home library for their children.”

Q. How big is the project now? How many laundries are involved? How does it work?

“We’ve hosted hundreds of Free Laundry & Literacy Days at as many locations over the past several years,” Wallace said. “Family Read Play Learn centers have been installed in nearly 350 laundromat locations. The LaundryCares team endeavors to make connections for each of these locations with local libraries or literacy advocacy groups to provide regular programming — like story times — in the laundromats. 

“In addition, many of our participating laundromats have made wonderful partnerships of their own locally to bolster the value to their customers. LaundryCares also provides supplemental resources a couple of times per year such as summer learning materials.”

Q. Can you tell us some success stories from the program? What mark has it made on the communities in which it was introduced?

Wallace was enthusiastic when given a chance to list positive benefits of the program. “In research done in partnership with Dr. Susan Neuman at NYU, LaundryCares has shown that the presence of the Family Read Play Learn Centers have dramatically increased the volume and quality of literacy activities at the laundromat” he said. “That impact grows exponentially upon the programming of the spaces with local partners.

“In addition to the 350 or so library installations, LaundryCares has also distributed more than 500,000 free books and laundered more than 2,000,000 lbs of clothes for free in the communities we serve.

“LaundryCares work was recently honored with the David M. Rubenstein Literacy Award at the US Library of Congress.  This is the highest honor bestowed by the Library of Congress for innovation and impact on literacy.

“Most importantly, tens of thousands of families have been engaged in this effort to meet families where they are with the resources they need.”

Q. Why do you feel this is such a good fit with laundromats? It’s the last place most people would expect to find a kids’ library!

“We’ve discovered that this program makes sense for the following reasons:

• Proximity to need — we’re operating in the neighborhoods that are most in need and are often “book deserts”.
• Long dwell times — the long, often idle, visit to the laundromat affords valuable time to be upcycled for the purpose of reading and other educational activities while the laundry processes.
• Recurring visits — the weekly, repetitive nature of the service brings our families back on a very regular schedule which allows for building relationships and regular engagement with the resources available.”

Q. How can a laundry get involved in the program? How can non-laundry companies help out? Is this program available in Canada?

“Just visit www.laundrycares.org to learn about how to enroll as a laundromat owner in our LaundryCares Network,” Wallace said.  “All companies and individuals are encouraged to donate to our work through the website as well.

“Though we don’t presently have any programs or Canadian participation in LaundryCares, those interested are welcome to reach out via the website and we can explore opportunities,” he said.

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We salute this extensive and forward-thinking program, and all the effort CLA and its members have put into it. Does it bring in more people to use the laundromat? Sure — but the real emphasis is on improving the lives of the people in the community. Everybody wins in that situation.