 The proceeds were donated to The K&C Foundation.Reed has called for some of the appeal proceeds to be spent on an educational centre, for residents of the area to learn coding and other digital skills, as part of a wider project to form a hub of digital companies in North Kensington.Coauthored by Reed and Harvard lecturer Paul G. Stoltz, "Put Your Mindset to Work" was published by Portfolio Penguin in May 2011.