In times of crisis, the equipment rental industry has proven time and again that its value extends far beyond machinery and job sites. The challenges of 2020 brought out a remarkable wave of compassion and community service from rental companies across North America. From manufacturers launching employee-led charitable foundations to companies adopting highways for environmental stewardship, the sector demonstrated that rental industry professionals care deeply about the people and places they serve. These efforts were not isolated acts of charity but coordinated campaigns that involved employees at every level, that created lasting benefits for communities. For building contractors and construction professionals, understanding how equipment rental profiles building a stronger rental business through industry visibility can also inspire new ways to give back to local communities while strengthening their own operations.
The WE RISE Campaign: Connecting Rental Companies With Their Communities
One of the most visible examples of the rental industry’s community-focused response came from Skyjack and its WE RISE campaign. Launched during the height of the COVID-19 pandemic, the initiative encouraged rental companies and business owners to submit and share their stories of community engagement. The campaign highlighted donations, customer and staff care initiatives, and innovative practices that helped businesses navigate one of the most challenging periods in modern history. The name WE RISE itself was chosen to convey a message of collective strength and solidarity during a time when many felt isolated and uncertain.
What the WE RISE Campaign Accomplished
Skyjack President Ken McDougall described WE RISE as a platform to showcase how the rental industry has become stronger and more connected through adversity. The campaign collected stories from across the sector, demonstrating that rental companies were not merely equipment providers but essential community partners. One particularly memorable story involved a husband who rented a Skyjack scissor lift to visit his wife in a long-term care facility during restricted visitation periods, showing how rental equipment could solve deeply personal challenges. Another story featured a rental company that donated equipment to build temporary medical facilities, while others shared how they provided free equipment to food banks and community organizations struggling to meet increased demand during the pandemic.
Lessons for Building Contractors
The WE RISE model offers a template that building contractors can adapt to their own circumstances. By actively documenting and sharing community engagement efforts, construction firms can:
- Build stronger relationships with local residents and businesses who may be affected by construction activity
- Create positive brand recognition that differentiates them from competitors during bidding processes
- Foster employee pride and retention by demonstrating that their employer values community contribution
- Develop a repository of goodwill that can be invaluable when seeking support for future projects or permits
Point the Way: How an Employee-Led Foundation Transformed Rental Communities
Perhaps the most structured example of rental industry philanthropy is Point of Rental’s employee-led 501(c)3 organization, Point the Way. This officially recognized charitable foundation, run entirely by employees who volunteer their time, has been making a measurable impact across multiple continents. What makes Point the Way particularly noteworthy is that it was conceived and is operated by the company’s own staff, not imposed by corporate leadership. This bottom-up approach ensures that the causes supported reflect the genuine passions of the people doing the work.
Global Reach, Local Impact
Point the Way’s initiatives demonstrate remarkable geographic and thematic diversity. The foundation has provided laptops for an orphanage in Kenya, giving students access to digital learning tools that would otherwise be out of reach. It has matched employee donations for wildfire relief efforts in Australia, amplifying the impact of individual contributions. It has supported equal justice initiatives in the United States. The foundation also organized donations to food banks, school supply drives, and holiday gift programs for families in need. This diversity of causes demonstrates how a single corporate foundation can address needs at every scale from local to international while keeping employees engaged and motivated.
The Fox Rental Partnership: A Case Study in Compassion
One of the most touching examples of Point the Way’s work was its partnership with Fox Rental to help a young widow. The collaboration involved cleaning and completely redoing her backyard, turning a neglected outdoor space into a functional and welcoming environment for her family. Rental employees donated their time on weekends, equipment was provided at no cost, and local suppliers contributed materials. This type of hands-on project shows how rental companies can contribute skills, equipment, and labor to create tangible improvements in people’s lives. For contractors looking to understand how these community relationships connect to broader industry trends, the March 2021 rental industry report equipment rental market trends and the path to recovery provides valuable context on how community goodwill supports long-term business resilience.
Environmental Stewardship and Individual Recognition in the Rental Sector
Beyond direct charitable work, rental industry companies have demonstrated leadership in environmental stewardship and in celebrating individual achievement. Two standout examples from 2020 illustrate how companies can broaden their definition of community service to include environmental responsibility and human dignity as core values.
TVH Adopt-A-Street Program
TVH in the Americas joined the Adopt-A-Street Program in Olathe, Kansas, a volunteer initiative that partners businesses and organizations with the city to improve the local environment. TVH employees collected over 70 pounds of trash from their adopted one-mile stretch of roadway, making a visible difference in their community’s appearance and environmental health. The program does not require a large budget or extensive planning, making it accessible to companies of any size. TVH’s participation also inspired other local businesses to consider similar programs, creating a multiplier effect that extended the environmental benefits well beyond the company’s own efforts. This program offers several benefits:
- Direct environmental improvement through litter removal and neighborhood beautification
- Team-building opportunities that strengthen employee relationships outside the work environment
- Positive public visibility for the company as a responsible corporate citizen
- Low-cost community engagement that any company can replicate regardless of budget size
Honda Power Equipment Honors Michael Davenport
During National Disability Employment Awareness Month, Honda Power Equipment honored Georgia artist Michael Davenport. Davenport taught himself to draw after losing both arms in a traumatic accident as a teenager, developing an extraordinary ability to create detailed artwork using only his mouth. His story is one of perseverance, creativity, and the refusal to be defined by limitations. By recognizing his achievements publicly, Honda highlighted the importance of inclusion and the value of diverse perspectives in both the workforce and the broader community. The recognition also drew attention to the contributions that people with disabilities can make to the construction and equipment industries when given the opportunity. This recognition aligns with broader industry forecasts that emphasize the growing role of community relationships in business success. The ARA rental industry forecast 2022 what equipment rental growth means for building contractors underscores how these human-centered approaches contribute to sustainable industry expansion.
Supporting Veterans and Building a Culture of Giving Back
The rental industry’s commitment to community service also extends to those who have served in the armed forces. Doosan Bobcat North America, in partnership with the Wounded Warrior Project (WWP), presented U.S. Army veteran Andrew Long with a new Bobcat R-Series T76 compact track loader and an 80-inch bucket attachment. This gift was not merely a charitable donation but a strategic investment in a veteran’s ability to build a sustainable livelihood. Long, who served his country with distinction, received equipment that would enable him to take on contracting and landscaping work, and the means to earn a living.
Why Veteran Support Matters in Construction and Rental
Veterans bring valuable skills to the construction and rental industries, including discipline, technical aptitude, leadership experience, and the ability to perform under pressure. Programs that support veterans with equipment, training, or employment opportunities create a virtuous cycle that benefits everyone involved:
- Veterans gain access to tools and resources that enable them to build sustainable careers in the trades
- Construction and rental companies gain skilled, motivated team members with proven work ethics and leadership abilities
- Local communities benefit from increased economic activity and the presence of skilled tradespeople
- The industry as a whole strengthens its reputation as a supportive and inclusive sector that values service and sacrifice
Building a Community Service Framework for Your Company
Based on the examples highlighted above, building contractors and rental business owners can create their own community service frameworks tailored to their resources and local needs. The table below summarizes the key approaches demonstrated by industry leaders and offers practical suggestions for how contractors can adapt them to their own operations.
| Initiative Type | Industry Example | Contractor Adaptation | Estimated Effort |
|---|---|---|---|
| Employee-Led Foundation | Point of Rental / Point the Way | Create a company giving fund with employee input on allocation of resources | High (legal setup required) |
| Community Storytelling | Skyjack WE RISE Campaign | Share community project stories on social media and company website | Low (ongoing content creation) |
| Environmental Volunteering | TVH Adopt-A-Street Program | Adopt a local street or park for regular employee cleanup events | Low (city partnership needed) |
| Individual Recognition | Honda Honors Michael Davenport | Sponsor local achievement awards or community art programs | Medium (partnership development) |
| Veteran Support | Bobcat / Wounded Warrior Project | Partner with veteran organizations for equipment donations or training | Medium (nonprofit partnership) |
| Hands-On Community Projects | Fox Rental / Point the Way Backyard Project | Identify local families in need and donate labor and equipment time | Medium (project coordination) |
As the rental industry continues to evolve, the lessons from 2020 remain relevant and actionable. Companies that invested in community relationships during challenging times built reservoirs of trust that continue to pay dividends in customer loyalty, employee satisfaction, and local reputation. For building contractors watching these developments, the message is clear: community engagement is not just a charitable activity but a strategic business practice that directly supports long-term success. The Point of Rental Conference 2022 rental software insights from the return of in-person industry events demonstrated how these values of service and community continue to shape industry conversations even as the immediate pandemic crisis receded into the background.
Key Takeaways for Contractors
- Community service initiatives build brand loyalty and differentiate companies during competitive bidding processes
- Employee-led programs generate higher engagement and authenticity than top-down mandated initiatives
- Environmental stewardship programs are low-cost, high-visibility options suitable for any company size
- Veteran support programs align with workforce development goals while serving those who served the nation
- Documenting and sharing community work creates a positive feedback loop that attracts both customers and talent
The rental industry’s response to the challenges of 2020 proved that equipment companies are far more than providers of machinery. They are community anchors, environmental stewards, and engines of compassion that enrich the lives of the people they touch. By taking inspiration from these examples, building contractors can strengthen their own communities while building businesses that are resilient, respected, and ready for whatever challenges lie ahead.