Auto dealerships participate in a variety of community philanthropy activities, from monetary donations to helping feed people in need. Ellis Automotive in upstate New York recently found a novel way to give back.

In December, the second-generation dealership in the small city of Malone was named the 2025 Dealer of the Year by the New York State Donate Life Registry. The dealership was one of 25 rooftops that participated in the Dealer of the Year Competition hosted by the registry and the New York State Automobile Dealers Association (NYSADA).

The registry said the new competition’s goal is to recognize members for their efforts in advocating for organ, eye and tissue donation. It was held last April during Donate Life Month. Participating dealerships were required to host at least one fundraising event or campaign during the month, but according to registry Executive Director Aisha Tator, “Ellis Automotive hit it out of the park,” with its commitment to the cause.

“They were so enthusiastic with their participation. It was really successful,” Tator said.

How the Store Did It

Ellis Automotive used both in-person and online approaches for its advocacy. It harnessed the power of social media and the internet in general to help spread the word to its customers and the community. Ellis consistently platformed Donate Life Month on its social media accounts, encouraging organ donor registration and fundraising opportunities. 

“Research shows that it takes three to four prompts for people to act. All of this messaging helps drive this momentum and create a culture of donation,” Tator said. “That’s what’s going to help us move the needle and save the lives of people.” 

The registry provided the resources the dealership needed, including a QR code linking to the registry’s organ donor registration page. Ellis Automotive employees added the code to their email signatures, according to dealership President Jason Ellis, but it didn’t stop there. The dealership shared it on social media, put it on its website, and posted it dealership everywhere from sales to service to Quick Lubearea. 

“Donate Life made it easy,” Ellis said. “They provided the QR code and had merch. The branding was awesome. We bought T-shirts for everyone in the store to wear.”

And the employees wore those shirts every Friday during the month of April. 

On April 14 the dealership hosted a live event with a local radio station on-site. Organ donors and recipients attended and spoke about the importance of organ and tissue donation, including the husband of a woman who helped inspire Ellis to participate in Donate Life Month. 

Spark of a New Passion

Ellis became aware of the Dealer of the Year competition when the registry delivered a presentation to the dealer association. 

“That’s when I learned how few donors there are in New York state compared to those in need of a donation,” he said. 

At about the same time, a friend of Ellis who was a registered organ donor died, and her organs ended up saving the lives of four people.

“That again brought it top of mind,” he said. “I thought it was a great organization, a great opportunity, and a great way to help people. I brought it back to my team, and they just ran with it.” 

But his team is no stranger to community involvement. According to Ellis, the dealership, which opened in 1984, focuses on an organization or cause almost every month. He said it has always supported youth organizations and sports teams and holds a few charities close either as a dealership or as the Ellis family itself. 

“We’re a very small community. You support the community you live in, is the way we feel about it,” he explained.

And thanks to its involvement, as well as the other participating dealerships and the registry’s efforts, the organ donor registration rate in Franklin County, where Malone is located, increased by 6% last year. 

“Ellis Automotive Principal Jason Ellis and his dedicated team have set a powerful example for our industry on how to be strong community leaders and use our reach for good,” said registry President Robert Vancavage. “Ellis Automotive is doing tremendous work to support the 8,000 New Yorkers who are currently awaiting a life-saving organ transplant, and those that will be in need in the future.”

Ellis confirmed that the dealership will again participate in the program this year, and he is even encouraging other dealerships in the area that didn’t participate in 2025 to join the effort. The registry said it aims to double the number of rooftops that participate in 2026, and Ellis believes it can easily achieve that goal.