When it comes to community outreach, companies typically volunteer or make a donation. But
Volvo Rents decided to go much bigger—and more eye-catching—when embarking on its latest initiative to help others in need.
Color for a Cause is the construction equipment provider’s way of increasing awareness of and support for various charities. Volvo Rents allows its franchise owners to choose a cause they care about and paint a piece of equipment in honor of that cause. Then, a portion of the sales generated from the piece of equipment is used to make a charitable donation.
The company got the idea for Color for a Cause from franchise owner Paul Bullock of West Monroe, La., who painted an aerial lift red, white and blue and named it "Stars and Stripes Boom." Each time it is rented, 50 percent of the revenues are donated to Operation Gratitude, an organization that sends care packages to deployed soldiers. Donations also are made locally to the Louisiana War Veterans Home to help both active and retired service members.
"Volvo has always been very involved in the community," says Barry Natwick, president of Volvo Rents. "Our franchise program focuses on local ownership, and we thought this was a natural fit. Right now in challenging times, there are a lot of local charities that need help."
Some of the causes Volvo Rents franchises support include breast cancer research, autism, heart disease, HIV/AIDS, Alzheimer’s disease, the Arkansas Food Bank and the March of Dimes.
“We customize to each area and come up with a special scheme for each piece of equipment," Natwick says.
Seeing brightly painted pieces of equipment on jobsites has garnered positive reactions from workers and local community members.
"Our thought was to do something different and something positive. The contractors have responded to the image it presents, and they’re getting recognized on the jobsite as well," Natwick says.
"People will go out of their way to stop in and say that it’s special," he says. "It gives customers a different image of our Volvo Rents group." The program raised $35,000 in 2009, and the company looks forward to raising even more money for charities this year.
For more information on getting involved with the Color for a Cause campaign, contact
nick.maverick@volvo.com.