Construction equipment lifts charities to new heights
When it comes to making a difference, companies typically make a cash donation or, as you may have read earlier in the week, volunteer. However, one company decided to take a different approach by altering its product in a "big" way.
Construction equipment provider Volvo Rents launched Color for a Cause about a year ago as a way to increase awareness and support for various charities. The company allows all franchise owners in the U.S. to choose a cause that's near and dear to them and paint a piece of equipment in honor of that cause with a portion of the proceeds generated from the equipment going to their charity of choice.
What was their inspiration?
Volvo Rents franchise owner Paul Bullock of West Monroe, La., who, on his own initiative, painted a piece of his equipment in red, white and blue to honor troops, was the inspiration. In addition to raising awareness for the cause, his "Stars and Strips Boom" splits 50% of its revenues between Operation Gratitude, an organization that sends care packages to deployed soldiers, and Louisiana War Veterans Homes. As of July 2010, the equipment has generated more than $6,500 for these charities.
Bullock's
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"The troops need our support. We also wanted to do something in the local community," says Melissa Bullock, Paul's daughter and marketing manager of the franchise. "So the management team decided on the red-white-and-blue color scheme and chose two organizations that helps veterans and troops that are currently serving. We've been amazed at its success. People are specifically calling to request the boom. Our goal now is to have one piece of equipment like this at each location."
Thanks to Bullock's creativity and the overall success of the program, Volvo Rents franchises have supported breast cancer research, autism, heart disease, HIV/AIDS, Alzheimer's disease, March of Dimes and Special Olympics, among other causes.
"You want to help your local community in any way you can," says Bullock about the Color for a Cause program. "It's a good way to promote your business and, at the same time, be able to help any kind of charity and your local community. I think it's great."
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