CNN iReport

Volvo Rents  “Reaching High” for Charity

There are so many ways to give to  worthy organizations: donations, volunteering, or renting a pink genie boom or  excavator. Yes, heavy equipment is getting a new look as part of Volvo Rents’  Color for a Cause initiative.

A provider of small-to-medium sized  construction equiptment, Volvo Rents is encouraging its franchisees to choose a  cause they care about, paint a piece of equipment in support of that cause and  donate a portion of the sales generated from rentals to their supported  charity.

Franchisee Chip Purcell of Chattanooga, Tennessee has painted a  Genie Boom pink in support of breast cancer awareness. In doing so, the local  business will be donating 25% of the revenue generated from that particular  piece of equipment to the Susan G. Komen for the Cure Foundation.  

“It was the right thing to do — the  smart thing to do,” said Purcell. “It’s absolutely working out well, but our  goal was not to increase revenue, our goal was to support the search for a cure.  It does bring us recognition for doing a good thing, but it was just a way to  get our customers involved. When they rent the boom they’re supporting breast  cancer research, too.”

Other participating locations  throughout the country have painted equipment in support of March of Dimes,  Operation Thank You, Autism and local food banks, among other  charities.

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