A Mile Is Worth a Penny
Boston-based One Penny Per Mile seeks to raise funds by reducing our carbon footprint

by Russell Boniface
Associate Editor

How do you . . . start a nonprofit organization designed to reduce our carbon footprint?

Summary: One year ago, Boston architect Paul Brown, AIA, LEED-AP, started a new non-profit organization called One Penny Per Mile, based on the concept that automobile drivers who want to reduce their carbon footprint or, as Brown says, “offset their carbon usage in a meaningful way,” contribute a penny to One Penny Per Mile for every mile they drive. One Penny Per Mile, in turn, will use the money to design, construct, and install renewable energy systems, such as photovoltaics, at local public locations that will include schools. One Penny Per Mile has been incorporated, achieved 5013c status, conducted an initial round of fundraising, established a board of directors, and is currently installing its first renewable energy system at The Walker Home and School in Needham, Mass.

“We’re off and running,” says Brown. “I decided this is where I would like to take my career.” Brown says that while in school in the ‘70s, he was captivated by solar design on a residential scale. Four years ago, he became involved in the sustainable design movement by taking a job as project manager for one of the first green schools in Massachusetts, which received a grant to add green features, including a large photovoltaic array. He became LEED®-accredited and last year founded the nonprofit One Penny Per Mile.

The concept
Explains Brown: “The basic concept is automobile drivers who want to reduce their carbon footprint will contribute a penny for every mile they drive. Contributors to One Penny Per Mile would receive a laminated decal to affix to their window or bumper in hopes they offset their carbon use. I had set a goal this year of trying to get what we are calling our Early Adopter Campaign—our target was 1,000 early adopter contributors or $50,000 dollars. For early adopters I will sign the back of the decal with the early adopter’s number and a thank you note. It’s a keepsake that people can hold on to, as they should later on, for being an early contributor to our organization.” He envisions annual contributors who would receive an annual sticker.

With the money raised, One Penny Per Mile will design, construct, and install renewable energy systems free of charge for local public organizations, such as schools. Each installation will include educational signage describing the system’s parts and, when possible, feature an interactive computer that monitors energy production under varying weather conditions.

One Penny Per Mile currently works out of Brown’s house and has no employees, but, as Brown describes, is currently running on his volunteer labor and help from friends serving as the board of directors. “They are long-term friends whose wisdom I respect. Eventually, as One Penny Per Mile grows, I will fill the role as executive director. We have done an initial round of fundraising, which basically boiled down to my family and friends.”

A leap of faith
Brown says he “started shooting big” by sending out press releases to local papers and organizations but was underwhelmed by the response. “I talked to the directors about the lack of response from the press releases. We decided we need to take a leap of faith, although we only have $1,200 in the bank. We need to show people we are serious. As a result, we are focusing on wider-reaching organizations, such as the AIA and the Electrical Contractors Organization.

Brown says the grant-writing process will eventually be a factor to ascertain funding for the One Penny Per Mile energy systems’ installations. “I had thought of doing it that way at first, thinking that that is the more fiscally responsible way to do it. But we felt that we needed to demonstrate something as a fundraising resource to get started. Later on, as we mature and get more work under our belts, it probably won’t be so much of an issue, but for right now our feeling was that we start with a demonstration.”

A photovoltaic demonstration
The first demonstration is the design and installation a 160-watt photovoltaic system at The Walker Home and School of family-challenged children. One Penny Per Mile will maintain the educational dual-cell converter system over time for the school.

“These are kids from unfortunate family backgrounds and/or have learning disabilities, who are within a residential program. I’m currently a mentor to a student there. Our current estimate of the cost of the project, which One Penny Per Mile will fund, is $6,000, furnished and installed, including extensive carpentry work. The cost of the system itself is about $2,100. We will not actually be giving the school any money. One Penny Per Mile currently has a donated fund balance of about $1,500, so we’ll need to raise an additional $4,500 in order to complete this first project.”

A benefit for Planet Earth
Brown adds that One Penny Per Mile hopes to differentiate itself from similar organizations. “The difference is we will use the money to purchase renewable energy on the open market. What we’re about is designing and installing systems, and I don’t see that we need to be restrictive to photovoltaics and wind turbines. I truly believe and hope that the end result will be an efficient direct carbon benefit for Planet Earth.”