For the love of books

"We don't just do beautiful books, we do significant books," said McDonald, who self-published five books before starting Afton Press in 1994 with the financial backing and involvement of Duncan McMillan, a member of one of Minnesota's prominent grain families.

Far from a typical business, Afton Press subsists on generous donations from major corporations and community leaders. It plans to publish six titles this year -- all hardcover, with color illustrations -- beginning with "Minnesota Hail to Thee," which explores the state's sesquicentennial history. Forthcoming titles include "Northern Treasure," which tells the story of the Minnesota Landscape Arboretum, and "To Be Free," which examines race and racism in Minnesota.

In addition, Afton Press plans to pour 10,000 free books into Minnesota schools and nonprofit organizations that serve children. Printed on high-quality paper and built to last, the books emphasize history, culture and achievements.

"These books are going to be added to the collective knowledge of Minnesota," said Chuck Johnston, who oversees business operations.

In a way, Afton Press is a family operation, although Johnston said it's never represented that way. His mother, McDonald, is publisher. His sister, Mary Susan Oleson, designs the books.

It's misleading to think that the small staff -- which includes two other employees who work in the quiet offices with a view of the St. Croix River -- is the full extent of Afton Press.

Hundreds of people back the press, from corporate donors to volunteer promoters to the board of directors. All of them embrace McDonald's early vision -- which McMillan shared and led as founding president and chairman -- of a press that would produce quality books for the public good.

"It's more of a heart and soul business instead of, 'I'm here to make money,'" said Johnston, who joined the press in 1998. "It's kind of magical."

Recent releases include "my heart it is delicious" about the Center for International Health in St. Paul, "The Grain Merchants," an illustrated history of the Minneapolis Grain Exchange, and "Latino Minnesota," which showcases 100 years of ethnic history.

Big Minnesota corporations have their footprints all over every Afton Press book. For example, Medtronic Foundation backed the international health book, as Archer Daniels Midland Co. backed the grain book. Target Foundation underwrote the Latino book. In addition, dozens of other sponsors -- companies, associations and individuals -- pitch in alongside the biggest donors.

Lead donors usually contribute $50,000 to $75,000 to fund a book, Johnston said. Medtronic, he said, paid even more and was the top donor to Afton Press last year.

This past Christmas, hundreds of children got "Latino Minnesota" from Santa. Some of them, Johnston said, had no other books in their houses.

"We've got these incredible books," he said. "We want to create goodwill with them. What gets us excited in this business is putting these books in the hands of kids."

The price of such generosity doesn't come cheap.

Donating 10,000 books to Minnesota children will cost about $200,000. A press run of 5,000 copies of "my heart it is delicious" cost $150,000. Many of those books were donated.

Afton Press, known previously as Afton Historical Society Press, has a budget of nearly $900,000 this year. Because only about a third of the nonprofit's income comes from book sales, about $650,000 will have to come from donations, Johnston said. That means an ongoing mission to show prospective donors why an investment in Afton Press means, in the bigger picture, an investment in the community, Johnston and McDonald said.

They want anyone who deals with at-risk children to apply for free books, and they say that children anywhere in Minnesota are eligible. They're also seeking more corporate partnerships to expand their reach.

And despite the long hours and the constant hunt for money to pay for printing and many other costs associated with publishing, they say the satisfaction of giving high-value books -- especially to children who can't afford them -- is their ultimate reward.

"If you're doing the right things in the community, it comes back to you," Johnston said.

Kevin Giles • 651-298-1554