Maintaining Relationships with Non-Profits

Image: Wawa

​Corporate Challenge: Defining a long term vision for a company, and the brand's relationship with its surrounding community.

Ironbound Strategy: Great brands never stop creating value for customers, employees, and society. Contributing to charity is a long-term brand building strategy.

Ironbound Action: Pennsylvania based Wawa has a mission to serve their communities. Wawa ($9.1B in revenue across 750 stores) believes in service to customers with good food and service to neighbors with meaningful philanthropy. Recently, Wawa’s charitable foundation was given an award for 30 years of partnership with the Leukemia and Lymphoma Society. The accolade allowed Wawa to promote their brand, and raise more awareness for LLS. Millennials want to support brands that care about their community. Having a long term relationship with non-profits is a societal signal that a brand cares about their customers and their society.

​​* Wawa is one of the top 40 largest private companies in the US.