Enterprise Rent-A-Car’s “Keys to Green” is an excellent example of a successful environmental branding effort that has a meaningful connection to the company, its employees and the communities it serves. The “Keys to Green” environmental platform focus is one of six initiatives implemented by Enterprise as part of the company’s long-term approach to ensure the sustainability of the business through a responsible and proactive commitment to environmental stewardship.
In an outstanding example of a public-private partnership, Enterprise donated more than $50 million to The Arbor Day Foundation to plant 50 million trees over the course of the next 50 years throughout the United States, Canada and Europe. Working through the U. S. Forest Service, one million trees are being planted each year to restore areas damaged by fires, storms and disease as well as to expand and preserve habitats for endangered species.
This partnership with The Arbor Day Foundation is one of the initiatives in the company’s “Keys to Green” environmental platform focus. Enterprise has also recently spearheaded a CO2 Offset Program to help reduce CO2 emissions into the environment. Enterprise customers are given the opportunity to contribute $1.25 per rental for the funding of certified CO2 offset programs, and Enterprise will match customer contributions up to $1 million. These funds will be used by Enterprise’s partner in the initiative, TerraPass, to fund projects that address the reduction of CO2 emissions. For every 100,000 customers who take part in the “Keys to Green” project, 30 million pounds - 13,500 metric tons - of CO2 will be offset.
Partnering with a non-profit, particularly an organization with an environmental mission is one of the most effective ways a company can underscore its message of environmental stewardship. Supporting a non-profit organization builds credibility with a variety of diverse stakeholders and indicates a company philosophy regarding its overall environmental mission.
Companies that support environmental non-profits also maximize their internal resources since many are not equipped to take on major environmental issues on their own. As valid as environmental pursuits are, companies must focus their primary efforts and energy to growing the business. Forming strategic alliances with non-profits through financial support and in-kind services such as pro-bono professional support or encouraging volunteerism from employees allows companies to support an environmental strategy while maintaining business operations.
Non-profit support can also generate positive visibility and publicity for participating companies. Many non-profit fund-raising campaigns and events provide sponsor recognition on advertisements, banners, news releases, etc. These perks can, however, be minimized when a number of sponsors are participating. In order to rise above the din, a proactive company should aim to make larger, independent gifts for a defined purpose. As a result, that company becomes the central focus of the story and the ultimate benefactor.
For maximum effect, companies should aim to sponsor non-profits whose missions reflect the message and initiatives of the company. If a manufacturing company’s operations are located near a river and the company wants to communicate an initiative to protect it, it would be advisable to partner with an organization whose mission is to protect that river. By forming mutually beneficial alliances with such an organization, the company will be able to enlist their help in case a controversy arises.
One important note: To support an environmental non-profit on one hand and engage in contrary practices on the other can have disastrous effects on your company’s image and reputation. The initiative must be genuine and not perceived as a public relations or marketing tactic, which could quickly transform this environmental branding effort from an asset to a detriment.
