More companies these days realize the importance of social responsibility and giving back to their communities. Not only do consumers expect this, but also it’s simply the right thing to do, and a way to build a strong company culture and brand.
Convenience stores are not exempt from this new business way of life. In fact, many have taken the initiative to be active in community outreach, fundraising, volunteerism and giving back to organizations. Luckily, for those just getting started with any of these efforts, there are more resources and support networks today than ever before.
“We consider it very important for our operators to be involved in the community,” said Laura Gregory, director of marketing for Land Mark Foods Inc. “It shows their commitment to consumers beyond just providing them with great food. Embracing this will set you apart and can lead to a higher bottom line”
So where does one start?
Some distributors and suppliers offer special programs to support c-stores that want to give more back to their community. Land Mark will provide qualified operators $500 cash to donate to community causes, such as fundraisers for schools and other nonprofit organizations or for building a public park. Some c-stores have also sold discounted punch cards to these groups for resale so they can reap some of the revenue.
“This is a great way to connect with the community,” said Gregory. And, of course, these efforts can turn into new, loyal customers or strengthen ties to existing ones. Community outreach is essentially “advertising” with a cause.
The Ethics of Responsibility
Today’s consumers are connecting with brands on a more emotional level. Many want to see that their go-to restaurants and c-stores are helping the community be a better place.
“Younger generations, especially, are holding businesses to higher, socially responsible standards,” said Gregory. “They want to see businesses doing more than simply existing to make money. They want to be a part of brands that are plugged in and have long-term commitments. That leads to a longer-term commitment to a product.”
Rural settings in particular are where c-stores can really make a big difference in their community. “Many small towns have very close-knit communities, and when we become a part of that and make a difference outside of our four walls, we’re seen as part of the family,” Gregory said.
Not only is this great for business and building brand loyalty, it’s simply about doing good for others and being good stewards of the community. Involvement in this way, whether that means donating funds, products or even staff to help with school and other local, philanthropic activities, can boost morale among the c-store staff members. They feel good about what they’re doing, and in turn, that builds a strong company culture.
Commitment and Follow-Through
The foundation of good community outreach is a strong commitment to these programs. You don’t have to commit to just one cause over and over, but it’s important to establish a regular commitment to giving back in general, and follow through on promises and goals.
“You can’t treat community involvement as just a one-time promotion,” said Gregory. “It has to be a part of your culture and way of life to really make a difference, both for the community and for your business.”
We’re not talking about just a six-month-long fundraising push or effort. This is a regular, year-round, year-after-year commitment for many. In fact, as Gregory points out, some larger and even smaller c-stores will designate a specific staff member or manager to oversee and maintain ongoing community outreach and philanthropic efforts so the process remains consistent and well managed.
C-stores can also make community outreach and philanthropy a more set-in-stone program by writing it into manuals and standard operating procedures. This is just as important as documenting processes to maintain quality and other company standards.
Saying Yes and No
One of the challenges with community involvement is not only when to say yes to causes, but also when to say no.
“Just like in developing menus, you can’t support or please everyone all the time,” said Gregory.
Try to keep an open mind and be selective about the causes you support, perhaps switching them up year by year, quarterly or even monthly.
“Maybe September is supporting the Boy Scouts, October is for FSA and November is feed the pantry,” Gregory said. “Or maybe it’s March of Dimes this year, and next year you help out another organization.”
Or, perhaps consider maintaining strong partnerships with just a few causes, such as the local school or park district.
Community involvement and social responsibility, just as it has become a part of so many businesses across multiple segments, is hitting home with the c-store industry. “How we conduct ourselves can make a huge difference in the lives of others,” said Gregory. “We have a real opportunity to define our industry and it’s all happening right now.”
This post is sponsored by Land Mark Foods