Graduate students from Montana State University’s master’s of science in innovation and management (MSIM) program have contributed to expanding the reach of Dolly Parton’s Imagination Library across Montana. The Imagination Library, started by Dolly Parton in 1995, provides free monthly books to children under five, aiming to improve early literacy regardless of family income.
Montana First Lady Susan Gianforte has worked with Parton for the past two years to increase the number of children enrolled in the program within the state. With support from organizations such as the Treasure State Foundation, Greater Gallatin United Way, and MSU students, enrollment now includes 27,000 Montana children.
The MSIM students spent several months promoting awareness about the Imagination Library. Their efforts culminated at an event in Bozeman attended by Governor Greg Gianforte, First Lady Susan Gianforte, MSU students, donors, and community members. Although Dolly Parton could not attend due to illness, she sent a video message that was played during the event.
“What Dolly Parton has accomplished through the Imagination Library is incredible,” First Lady Gianforte said at the event. “Thanks to Dolly’s vision and generosity, the program is helping our youngest generation be ready for school and ready to learn.”
As part of their degree requirements in career development classes, MSIM students participate in internships or service projects. According to program director Michelle Haught, one project involves working “to identify and target untapped areas to increase future awareness and enrollment in the Dolly Parton Imagination Library.” This opportunity came about through donor and former instructor Julie Scates.
In spring 2025, graduate students Sophia Olivo, Jace Kirschman, Brody Leslie, Jessie Reitan and Symbat Zaiyr began outreach activities targeting eligible families in Gallatin and Park counties. They attended six local events at fairs and libraries, distributed nearly 1,500 mailers, and partnered with businesses on promotional materials.
Since these efforts began earlier this year through May 2025 around 300 new children signed up for book deliveries from the Imagination Library; organizers expect additional enrollments over summer months when most sign-ups typically occur.
Olivo noted that skills developed through MSIM coursework—including communication strategies and promotion—were essential for carrying out their outreach work effectively. Students also leveraged diverse backgrounds: one team member used data analysis skills to focus efforts on ZIP codes with lower enrollment rates while others handled graphic design for mailers and posters.
“It was a great opportunity to practice the skills we had been building all year during the MSIM program and see the value of different academic backgrounds,” Olivo said. “The Imagination Library and MSIM really played off of each other. Using the MSU name gave us credibility and helped us connect with new families, and working to support the program helped instill what we were learning in school.”
During spring semester presentations were delivered by Olivo’s group to First Lady Gianforte outlining both plans for outreach as well as results achieved; they also compiled a playbook detailing effective strategies for future student teams working on similar projects.
Program director Haught highlighted how participation reflects key goals of MSIM: “Our engagement with the Dolly Parton Imagination Library exemplifies the core values of the MSIM program — cultivating leadership, strengthening communication and presentation skills, fostering community engagement and service, applying data analysis, and building meaningful partnerships with high-impact organizations,” Haught said. “This initiative demonstrates how our students can translate classroom learning into real-world impact.”
Dean Brian Gillespie added: “Supporting the Imagination Library is exactly the kind of outreach and community involvement we expect of our students in the business college,” he said. “Our MSIM students have diverse backgrounds and skills, and it’s amazing to see everyone work together and use their strengths to bolster this important program to help young children in Montana.”
Olivo remarked that while she was disappointed not meeting Dolly Parton personally at August’s event due her absence it made things less stressful overall: “I wasn’t as stressed about figuring out what I should wear to meet Dolly,” Olivo said with a laugh.
For more information about enrolling or supporting programs visit imaginationlibrary.com/ or montana.edu/business/innovation-management/.
