Convenience stores are more than just quick stops — they’re part of the neighborhoods they serve. From supporting food banks to funding local parks, they have the power to make a real impact.
That is why, at Dash In, community engagement is built into our business model. In 2024 alone, we contributed more than $1 million to nonprofit organizations across the Mid-Atlantic, strengthening local partnerships and giving back where it matters most.
Opportunities are everywhere for c-stores looking to deepen their community ties. By partnering with local organizations, sponsoring initiatives, and creating a welcoming in-store experience, we extend our impact beyond business operations to become an integral part of the community.
Why Community Engagement Matters for Convenience Stores
Community engagement isn’t just good for neighborhoods — it’s good for business. When convenience stores invest in their communities, they build trust, strengthen customer loyalty, and create a positive brand reputation. A strong local presence sets businesses apart in a competitive market, encouraging repeat visits and long-term customer relationships.
Industry data reinforces this impact. Nearly every convenience retail company (95%) supports charitable causes, and 66% back five or more initiatives. Employees also benefit from working at a company with a strong community focus, leading to greater job satisfaction and a sense of purpose.
Dash In has seen firsthand how giving back makes a difference. From supporting food banks and community centers to investing in local parks, fire departments, and school resources, our stores play an active role in improving the places we call home. By committing to meaningful engagement, convenience stores can become valued community partners.
How Convenience Stores Can Strengthen Community Ties
Building strong community ties starts with genuine involvement. Convenience stores that invest in local relationships create a lasting impact. Here are three key ways c-stores can make a difference:
1. Partnering with Local Organizations
Working with food banks, schools, and nonprofits allows convenience stores to support communities strategically. Local organizations are on the ground everyday, hearing from community members about what is important to them and their communities. By partnering with these organizations, convenience stores have better insights into community needs that inform creative approaches to building community engagement solutions. At Dash In, these strategic partnerships and donations are made possible through the Blackie Wills Community Leadership Fund.
For example, in 2024, Dash In contributed $100,000 as part of our Nourishing Children and Families program to the Food Bank of Delaware, helping distribute over 5,500 pounds of vegetables and supporting approximately 2,500 households. Also, a new partnership led by Dash In’s sister company, Splash In, with the Alliance for the Chesapeake Bay provided a $50,000 grant to support Project Clean Stream, the largest trash cleanup initiative in the Chesapeake Bay watershed. These partnerships address food security and environmental improvements.
2. Sponsoring Events and Supporting Local Initiatives
Sponsoring local events and initiatives strengthens community connections and reinforces a store’s role as a trusted neighborhood partner.
In Ashland, Virginia, Dash In donated $5,000 to Ashland Christian Emergency Services to help fund equipment that enhances community safety. In Central Virginia, Wills Group provided $100,000 to Feed More for a dedicated food rescue truck, allowing the nonprofit to reclaim and distribute an additional 40,000 pounds of food per week to families in need.
These investments in local programs and public services reflect our commitment to building stronger, more resilient neighborhoods. When convenience stores actively engage with their communities, they become a vital part of the fabric that holds neighborhoods together.
3. Enhancing the In-Store Experience
A clean, welcoming store makes guests feel valued and connected to their community. Small touches, like featuring local products and supporting neighborhood initiatives, show a commitment beyond transactions.
Dash In’s partnership with Keep Virginia Beautiful’s LOVE VA campaign reinforces this commitment by promoting cleaner, more inviting spaces for guests. In 2024, we also invested $44,000 in local parks and outdoor projects through our Reimagining Outdoor Spaces initiative, helping to create better gathering places in the communities we serve.
By making our stores and surrounding areas more inviting, we strengthen our relationships with guests and reinforce our role as a trusted part of the neighborhood.
The Long-Term Impact of Community Engagement
When convenience stores actively support their communities, the benefits extend far beyond a single donation or event. Strong local ties create a ripple effect — customers feel a deeper connection to the business, employees take pride in their workplace, and the neighborhood thrives.
For the Wills Group and our family of businesses, investing in community partnerships is about building lasting relationships. Programs like Reimagining Outdoor Spaces, Nourishing Children and Families, and Advancing Waterways and Watersheds are long-term commitments that strengthen the communities where we live and work.
As convenience stores evolve, those that prioritize community engagement will stand out. By investing in local organizations, supporting meaningful initiatives, and creating spaces that bring people together, convenience stores can do more than serve customers — they can become an essential part of the neighborhoods they call home.
