In the modern landscape of the convenience store industry, success is often measured in fuel gallons sold, coffee cups poured, and transaction speed. However, for Fort Wayne, Ind.-based Lassus Bros. Oil, the metric of success has shifted toward a more human-centric bottom line. Guided by the enduring philosophy of "Love Thy Neighbor," the 35-store chain has successfully integrated philanthropy into the very fabric of its operations, transforming its retail footprint into a hub for community advancement.
This commitment has not gone unnoticed. In recognition of its multifaceted approach to corporate social responsibility, CStore Decisions has awarded Lassus Bros. the Philanthropy and Community Engagement Award. From high-level foundation grants to boots-on-the-ground volunteerism, the company is proving that a local business can—and should—act as a pillar of support for the neighborhoods it serves.
The Foundation of a Century: A Chronology of Impact
To understand the current philanthropic vigor at Lassus Bros., one must look at the company’s century-long history. Founded 100 years ago, the chain has evolved from a fuel provider into a community partner. This centennial milestone served as a catalyst for a year of record-breaking charitable activity.
The Centenary Celebration
The centerpiece of the company’s 100th-year celebration was a high-profile charity golf outing dedicated to Erin’s House for Grieving Children. The event was not merely a ceremonial gathering; it was a strategic fundraising initiative that generated $64,000. These funds provided critical resources for children and families navigating the complexities of loss, setting a high bar for the company’s centennial year.
Seasonal Fundraising Cycles
Lassus Bros. operates on a disciplined, two-pronged annual fundraising cycle, typically committing to multi-year partnerships with local organizations. This structure allows for a deeper impact than sporadic donations.
- The Spring Initiative: Recently, the company concluded its third year of partnership with the Fort Wayne Children’s Zoo. In the spring of 2025 alone, the "Zoo for All" program—facilitated by simple customer roundups at the register—raised an impressive $80,000.
- The Fall "Love Thy Neighbor" Campaign: Following the spring success, the company’s fall campaign focused on combatting childhood hunger. The 2024 iteration of this campaign raised $62,172, split between Blessings in a Backpack ($34,471) and a variety of other regional charities ($27,701).
The Mechanics of Giving: Supporting Data and Logistics
The efficacy of the Lassus model lies in its simplicity and its scalability. By leveraging the transaction point as a donation portal, the company turns millions of micro-donations into significant capital.
The "Register Ask" Philosophy
"For these fundraisers, it’s just an ask at the register," explains Brittany Wilchar, director of sales and marketing for Lassus Bros. Oil. "It’s really our community who’s participating by either rounding up to the nearest dollar, donating $1, $5, however much. The community is very responsive, and it’s all thanks to them. They’ve really partnered with us in these efforts."
This strategy has yielded substantial results. Across its 35 locations, the cumulative effect of these contributions exceeds $100,000 annually, benefiting more than 75 local charities.
The Lassus Foundation: A Strategic Conduit
While register roundups provide immediate liquidity for short-term needs, the Lassus Foundation provides a more structured, long-term vehicle for investment. Established to reinvest corporate profits back into the community, the foundation serves as a board-governed entity that reviews applications for funding year-round.
This two-tiered approach—the Foundation for planned, long-term grants and the seasonal campaigns for immediate, localized needs—allows the company to be both proactive and reactive. If an organization applies for foundation aid but faces an urgent crisis, the company can pivot, moving the request to an upcoming register campaign or tapping into store-level budgets.
Empowering the Frontline: Employee-Driven Philanthropy
One of the most innovative aspects of the Lassus culture is its commitment to "Serve Days." Rather than simply cutting checks, the company incentivizes its employees to dedicate their time to the causes that matter most to their specific communities.
Paid Volunteerism
Lassus Bros. sponsors three to four paid volunteer days per year, during which team members are compensated for their service. This is not a top-down mandate; rather, it is an invitation for employees to engage with their surroundings.
A notable example of this in action is the company’s involvement with 3DE, an educational model within Fort Wayne Community Schools. Lassus team members participate in "case challenges," where they act as mentors to high school students, coaching them through real-world business scenarios. This bridges the gap between the classroom and the workforce, providing students with mentorship from active industry professionals.
Grassroots Support
Beyond large-scale partnerships, each store is allotted a discretionary budget to support local initiatives like Little League programs, school events, and other community-based projects. This decentralization of giving ensures that the store manager—the person closest to the community—can direct resources where they are most urgently needed.
Official Perspectives: The Culture of "Love Thy Neighbor"
The internal culture at Lassus Bros. is designed to mirror its external mission. By recognizing that employees are the primary ambassadors of this philosophy, the company has implemented formal structures to honor those who embody the "Love Thy Neighbor" ethos.
Peer Recognition and Legacy
Lassus Bros. maintains two distinct honors to foster this environment:
- The Love Thy Neighbor Award: A peer-nominated quarterly award. Employees who go above and beyond in their community service are honored and receive a wellness package—a gesture that reinforces the importance of self-care while giving back.
- The Jon F. Lassus Legacy Award: An annual honor presented to the team member who best exemplifies the company’s core mission.
"Our mission is to Love Thy Neighbor, so when you see the team so connected, we know that it’s working," says Wilchar. "We’re spreading the word to love thy neighbor and to invest in the communities we serve, and it’s just really wholesome to see our mission in action."
Implications for the Convenience Retail Sector
The Lassus Bros. model offers a blueprint for how convenience retailers can transcend their traditional role as a stop-and-go destination. By moving from a "profit-first" to a "purpose-driven" model, the company has achieved several strategic advantages:
1. Enhanced Brand Loyalty
In an era where consumers are increasingly conscious of where they spend their money, associating a brand with tangible community impact creates a powerful competitive advantage. Customers who see their spare change fighting hunger or supporting local zoos are more likely to return to that specific chain, knowing their patronage supports local well-being.
2. Workforce Retention and Morale
Employees are increasingly looking for employers who share their values. By offering paid volunteer days and internal recognition for altruism, Lassus Bros. builds a workforce that feels connected to something larger than the daily grind of the convenience sector. This likely correlates with lower turnover and higher employee satisfaction.
3. Strengthening Social Infrastructure
By partnering with organizations like Blessings in a Backpack, Lassus Bros. has directly impacted the health and education of the community’s youth. When a company provides the funds to add an entire elementary school to a hunger-relief program, it is not just "doing business"; it is actively participating in the health of the next generation of customers and employees.
Conclusion: A Model for the Next 100 Years
Lassus Bros. Oil has demonstrated that the "c-store" label is no limit to the breadth of a company’s social impact. Through a combination of customer-funded micro-donations, a formal foundation, and a corporate culture that champions paid volunteerism, the company has created a self-sustaining cycle of giving.
As the company looks toward its next century, its success remains rooted in the understanding that the strength of a business is inextricably linked to the strength of its neighbors. By continuing to prioritize community engagement at every level—from the register to the boardroom—Lassus Bros. serves as a compelling example of how a retail chain can effectively act as a catalyst for local prosperity. In the competitive, fast-paced world of modern retail, their commitment to "Love Thy Neighbor" remains their most valuable asset.
