Stu Crum Of Jiffy Lube Talks Philanthropy

Who: Stu Crum, president.

Company: Jiffy Lube International, which as 57 locations in the Washington region.

Personal Post Charitable giving highlights: The company has raised $3.4 million for the American Heart Association, and recently has started a giving campaign for the Muscular Dystrophy Association.

What defines your corporate philanthropy? We are a 100 percent franchise-operated business. We think it's very important that they be involved in philanthropy and in the community. Prior to this year, we were associated with the America Heart Association where we were the first participant with them to raise over $1 million in a campaign. Since last year, we have moved to the Muscular Dystrophy Association and started the "Muscle Up' campaign. We raise money and volunteer.

What are some local fundraising activities? We are selling coupon books for $3. That $3 goes to that location's regional MDA. We hope to raise $1 million through all of our fundraising activities, which include things like barbecue lunches and car washes. On our Facebook page, for everyone who ‘likes' us, we donate a dollar to the MDA from our corporate office. Our D.C. franchisees also volunteer and give money to the Smiles Over Miles, Boys & Girls Club of Washington and the American Cancer Society.

Why muscular dystrophy? We have a marketing committee with about eight franchisees that sit on the marketing committee. After research, they all felt that muscular dystrophy was the best cause to support. It's important that we have one particular cause that we rally around. It makes us closer.

What is the giving structure? At a corporate level, there's someone on my staff who is in charge of the relationship with the MDA. They sit within a marketing and promotional position but one of their responsibilities is philanthropy. Even though we have that person, all decisions are made with our franchisees.

How did you get employee buy-in? From day one, this has been franchisee-led as opposed to corporate-led. This was brought to us from franchisees and the program has been developed by them.

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