‘Reading Rainbow’: Seth MacFarlane will match $1 million in gifts

When Levar Burton launched a Kickstarter to make a school-focused version of “Reading Rainbow,” supporters donated $1 million in just 11 hours. That was the campaign’s initial goal; the strong start prompted Burton to raise his sights -- to $5 million.

Now, with just five days left, Burton is hoping to give it a strong finish with Seth MacFarlane’s help. MacFarlane will match, dollar for dollar, every gift made to “Reading Rainbow” between Friday and July 2, up to $1 million.

“Seth,” Burton says in the video announcing the challenge, “this donation is going to help us ensure that this next generation is indeed a generation that loves to read.”

Burton, who was also executive producer, hosted “Reading Rainbow” on PBS television stations from 1983 to 2006. The show used the tools of television -- music, animation, video -- to make reading exciting for kids.

In 2012, Burton brought it back as an app for tablets. The Kickstarter campaign will expand “Reading Rainbow” to the Web and create a subscription classroom component. With the money raised so far, “Reading Rainbow” will be given to thousands of classrooms for free.

The money donated now, that will be matched by MacFarlane, “is for schools,” Burton emphasizes. “Every dollar we are raising right now gives us the ability to give the ‘Reading Rainbow’ product away to more schools in need.”

The Kickstarter rewards reveal Burton’s unique place in pop culture history -- as an actor, he starred in “Roots” and “Star Trek: The Next Generation.” Dining with ST: TNG’s Data (Brent Spivey) and Burton, plus take-home memorabilia and a chance to try on the visor Burton wore on the show, went for $10,000. There’s still one reward left (out of 35) to join Burton and the show’s Captain Picard (Patrick Stewart) for a meet and greet and reading event in New York for $1,700.

As of Friday morning, more than 86,000 people had contributed a total of $4,171,492.

Like passing notes in class; I’m @paperhaus on Twitter