What We’re About

“UNLESS someone like you cares a whole awful lot, nothing is going to get better. It’s not.”

– The Lorax, Dr. Seuss

Founded in 1998 by a Virginia Beach educator, REACH began with volunteers reading, crafting, and providing books to children in homeless and domestic violence shelters. Nearly 26 years later, we continue this mission by ensuring all children have access and ownership to books that are developmentally appropriate, culturally diverse, and spark imagination. As the area's "food bank of books," we partner with 180+ teachers, programs, and agencies to support their literacy initiatives. Our program, The Big Free Bookstore, is the only one in the U.S. that distributes new books, school supplies, and hosts activities at no cost, serving thousands of families annually. In the last four years, we’ve increased our distribution from 34,460 books ($297,440 value) to 151,617 books ($1,689,212 value)!

Our Mission & Vision

REACH’s mission is to promote literacy for children who are at-risk and homeless throughout Coastal Virginia.

Our vision is to invest, build, and support literacy by:
- Promoting reading comprehension and writing skills in collaboration with community partners.
- Providing the largest number of new and gently loved books to our community.
-Providing progressive literacy resources through continued access to books and programs.

OUR TEAM

Education:
B.S., Recreation and Tourism Studies, Old Dominion University (2009)
MSEd., Recreation and Tourism Management, Old Dominion University (2010)
PhD., Sport and Recreation Management, Old Dominion University (2016)

Dr. Jennifer Goff; Executive Director

Prior to becoming the Executive Director of REACH, Inc. in May 2017, Dr. Goff was active in academia and youth development through her various roles at Old Dominion University. During her time at the university, Jennifer was the Director of CARE Now, a service-learning in and after-school program that promoted character and resiliency in youth who faced at-risk situations, taught and lead service projects in the Park, Recreation and Tourism Program, was the Assistant Director of the Big Blue Summer Camp, worked in Institutional Research and Assessment with the SACS reaffirmation, as well as served as a Research Assistant. During her time at ODU, her research and passion allowed her to present at the national, regional, and local level, publish many peer-reviewed journal articles, and become the first female to graduate from her PhD program. Dr. Goff currently leads a cause-driven organization that strategically addresses barriers to literacy our children and families face throughout Coastal Virginia. Under her leadership, REACH launched The Big Free Bookstore that provides new, high-quality books at no cost to families. During her short leadership at REACH, they have quadrupled its distribution of resources, tripled its operating budget, and tripled the number of employees. REACH was also recently presented the Giving Back Award from Coastal Virginia magazine in 2020; The UPLIFT award from the City of Norfolk, and in 2022 received the Human Rights Award from the City of Virginia Beach. The Big Free Bookstore also was award Best Independent Bookstore by Coastal Virginia Magazine! Dr. Jennifer Goff was named Top 40 Under 40 for her leadership in 2021 by Inside Business and from Old Dominion University in 2022, awarded the Daren Alumni Fellowship Award from ODU’s College of Education and Professional Studies in 2022, and is a recent graduate of the CIVIC Executive Leadership class of 2024.

Cedar Campbell, Bookstore Lead

Cedar Campbell is the Big Free Bookstore Lead at REACH where he curates bookstore’s selection, works with community partners to fulfil book orders, and oversees book inventory for REACH’s programs. Originally from New Hampshire, Cedar moved to Colorado for ten years where he received an associate degree in culinary arts, and has a background in customer service and hospitality. Cedar works diligently to keep REACH’s and the Free Bookstore’s selection new and organized.

Heather Hedrick, Program Lead

Heather Hedrick serves as Program Assistant Lead at REACH. She oversees the book donation process and cultivates the vintage book selection for The Big Free Bookstore. Heather started at REACH as an intern when she attended Old Dominion University, earning her bachelor’s degree in human services and minor in psychology. Heather is currently enrolled in ODU’s master’s program for mental health counseling. Reading has always been something Heather has valued; horror and fantasy are her favorite genres! Helping the community gain access and ownership to books is important to her, she feels that everyone should be able to get books without having to worry about cost.

Max Sanchez, Creative Lead

Max Sanchez is a Creative Content Lead for REACH and Bookstore Clerk for REACH’s Big Free Bookstore. They are originally from California and have done many odd jobs over the years from custodial to retail. When they aren’t making graphics and engaging with REACH’s online audience, Max is servicing the community with respect and a smile. They spread REACH’s message via their online presence, which includes quotes, book trivia, author showcases, memes, and short videos that let our audience see behind the scenes in REACH's operations.