Why Green Still Matters to Your Branch and Your Members

Issue fatigue is not a new concept. It happens when an issue rises to and remains at the forefront of the national conversation--both among everyday people and the news media. The excessive coverage of the issue--and in many cases very important issue--leads the public to disengage and not want to read another story about it.

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

Before the bombardment of green news causes you to completely tune out of the movement, you should take a moment and truly understand why your credit union should become or remain a part of the green conversation. There is a real, measurable benefit that credit unions can gain from taking steps to be more environmentally conscious organizations.

Though there are numerous ways for individuals and businesses to be green, there are few things that are simpler and have more of an impact than building green. The concept of green building is spearheaded by the U.S. Green Building Council, a nonprofit organization with the goal of making green buildings available to everyone within the span of a generation. The council is also the organization that certifies green buildings through its leadership in 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 gas emissions, 65% of waste output and 70% of electricity consumption. But a building's impact can be drastically reduced by following green building practices. On average, green buildings reduce water use by 30% to 50%, reduce carbon emissions by 35%, decrease waste output by 50% to 90% and result in a 30% energy savings.

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

One way a credit union can both serve its members and the community is to take steps to green their facility. Reducing the impact of the facility not only improves the local environment, but it is cost-effective, too. Green buildings can generate drastic savings with minimal initial costs. In most cases, any extra cost associated with green building will be recouped with utility cost savings during the first few years and turn profitable thereafter.

A recent survey of financial services executives completed by IBT Enterprises found 75% of executives planning a new facility in the next two years are considering green building materials and practices in the project. And with the number of Leadership in Energy and Environmental Design-accredited builders growing every day, it is easier now than ever before to make your existing credit union or new facility green.

LEED-accredited builders have taken courses through the Green Building Council and are trained in developing building plans that earn facilities LEED certification. On top of that, selecting a LEED accredited builder with experience in building or redesigning financial institutions ensures it has experience with the intricacies of a financial institution.

One of the easiest ways to kick off a LEED-certified project is by leveraging the retained earnings of the credit union. Using this capital for a green building initiative is like making an investment for every member. More than any other initiative taken by a credit union, a LEED-certified project will ensure members see every penny returned to them in future savings and dividends. The savings can also be used to fund other initiatives within the membership. In addition to the cost savings, tracking and reporting the environmental savings to members will remind them of the positive impact their credit union is providing to the community.

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

Environmental imperatives and the need to reduce energy consumption 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 shop conversations, headlines and business decisions. With an investment in green building, credit unions can embody their message of community and make a business-savvy decision with bottom line results for both the organization and the environment.

Mylle Mangum is chairman of IBT Holdings, a provider of design, build and consulting services for the financial services industry. She can be reached at 770-279-4409 or mylle.mangum@ibtenterprises.com