Maximum Reach 4 Economic Equity

Our mission is to fortify the economic power and self-sufficiency of African American communities through small and micro-business support. Our vision is to create a strong Black economic infrastructure that incorporates community, commerce, and spirituality to form a holistic healing system for our communities.

The Long Dollar Store and Mr. Terry Crowder

Mr. Crowder has a strong appreciation of community and a dream of leaving a thriving dollar store to his sons. Over the past 18 months, his tiny dollar store had proved the neighborhood was a great market for a dollar store, and now a giant corporate dollar store wanted in. Since his rental contract prohibited another dollar store in the same plaza, the property management company and the corporate giant joined forces to put this small business out of business.

We decided to fortify Long Dollar’s infrastructure, relocate the store, and market as though our lives depended on it! We facilitated volunteer days to do inventory, packing and moving merchandise. We launched a community awareness drive using social media ad good old fashioned canvassing. We visited businesses, developers, land owners, city council and anyone who would listen. We wanted to alert and educate other businesses in the area and we needed to find a new location for Long Dollar. The community joined the campaign with enthusiasm, compassion, and most of all ingenuity!

Bottom line, Long Dollar now operates under the name of Crowder’s Dollar store. The new location is arguably better than the original because it is in Sacramento’s main Black business center. It has become a staple in that complex. Equally as important, the owner is treated with dignity and respect in the new location.