Issue fatigue is not a new concept. It happens when an issuerises to and remains at the forefront of the nationalconversation--both among everyday people and the news media. Theexcessive coverage of the issue--and in many cases very importantissue--leads the public to disengage and not want to read anotherstory about it.

The green movement is nearing this crossroads where it willeither remain relevant or the public will lose interest in thesubject. Remember the stir surrounding avian flu in 2005?

Before the bombardment of green news causes you to completelytune out of the movement, you should take a moment and trulyunderstand why your credit union should become or remain a part ofthe green conversation. There is a real, measurable benefit thatcredit unions can gain from taking steps to be more environmentallyconscious organizations.

Though there are numerous ways for individuals and businesses tobe green, there are few things that are simpler and have more of animpact than building green. The concept of green building isspearheaded by the U.S. Green Building Council, a nonprofitorganization with the goal of making green buildings available toeveryone within the span of a generation. The council is also theorganization that certifies green buildings through its leadershipin energy and environmental design rating system.

The Green Building Council estimates buildings in the U.S.account for 12% of the nation's water use, 30% of greenhouse gasemissions, 65% of waste output and 70% of electricity consumption.But a building's impact can be drastically reduced by followinggreen building practices. On average, green buildings reduce wateruse by 30% to 50%, reduce carbon emissions by 35%, decrease wasteoutput by 50% to 90% and result in a 30% energy savings.

Consider the following: Credit unions are established to serve acommunity and its members. Branches have deep roots in thecommunity and are privately owned by members. Credit unionsdifferentiate themselves from larger financial institutions withthe promise that their members are "more than an account number."With these points in mind, the aforementioned numbers put intoperspective the opportunity credit unions have to make a lastingimpression on their community and membership.

One way a credit union can both serve its members and thecommunity is to take steps to green their facility. Reducing theimpact of the facility not only improves the local environment, butit is cost-effective, too. Green buildings can generate drasticsavings with minimal initial costs. In most cases, any extra costassociated with green building will be recouped with utility costsavings during the first few years and turn profitablethereafter.

A recent survey of financial services executives completed byIBT Enterprises found 75% of executives planning a new facility inthe next two years are considering green building materials andpractices in the project. And with the number of Leadership inEnergy and Environmental Design-accredited builders growing everyday, it is easier now than ever before to make your existing creditunion or new facility green.

LEED-accredited builders have taken courses through the GreenBuilding Council and are trained in developing building plans thatearn facilities LEED certification. On top of that, selecting aLEED accredited builder with experience in building or redesigningfinancial institutions ensures it has experience with theintricacies of a financial institution.

One of the easiest ways to kick off a LEED-certified project isby leveraging the retained earnings of the credit union. Using thiscapital for a green building initiative is like making aninvestment for every member. More than any other initiative takenby a credit union, a LEED-certified project will ensure members seeevery penny returned to them in future savings and dividends. Thesavings can also be used to fund other initiatives within themembership. In addition to the cost savings, tracking and reportingthe environmental savings to members will remind them of thepositive impact their credit union is providing to thecommunity.

In fact, our survey on green building found that 68% ofrespondents reported undertaking green initiatives because theyrecognized the benefits from lower operation costs. Likewise, 64%deemed green building important because it is important to theirmembers. What better way to generate savings and serve members!

Environmental imperatives and the need to reduce energyconsumption will undoubtedly remain an important issue in the U.S.until the next major energy breakthrough occurs. Until then,conservation efforts will continue to dominate coffee shopconversations, headlines and business decisions. With an investmentin green building, credit unions can embody their message ofcommunity and make a business-savvy decision with bottom lineresults for both the organization and the environment.

Mylle Mangum is chairman of IBT Holdings, a provider ofdesign, build and consulting services for the financial servicesindustry. She can be reached at 770-279-4409 [email protected]