Toyota Vallejo

For Toyota Vallejo, investing in their hometown isn’t just a way to bring potential customers.

“I don’t know if it really helps our business or not,” says Dave Johnston, the dealership’s general manager. “It’s about doing the right thing. We survive and thrive because of this community and it’s just the right thing to give back.”

When the California dealership was looking for the best way to reinvest in the community, there was an overwhelming amount of options. Enter the Vallejo Times—Herald, the city’s journalistic stalwart since 1922. Each year the newspaper runs the Times-Herald Christmas Card, collecting donations from citizens and local businesses to distribute to the area’s less fortunate.

Over the last 10 years, Toyota Vallejo and Dealer Principal Jeff Wilson have donated $2,500 per year – or $5,000 when factoring in Toyota’s Dealer Match Program.

That $50,000 makes them the leading donor to the Times-Herald Christmas Card.

For a city like Vallejo, this kind of donation makes a difference. “The program provides food and shelter for the people in our community who are less fortunate, especially over the holiday season.” Johnston says of the Christmas Card donation. “The Times—Herald has made the Christmas Card bigger than life. Hopefully our donation has encouraged others to contribute as well. It’s become a powerhouse to do some good in the community.”
 
And Toyota’s willingness to help dealers donate makes a big difference, too.

“Toyota understands the value of giving back,” Johnston says. “The Dealer Match Program challenges us to participate and it really does make an impact. It's been a win for us and the community.”
 
Photos courtesy of the Vallejo Times—Herald