Southern hospitality: Walton Electric Co-op makes a positive difference for Georgia

Rural Cooperatives, Sept-Oct, 2003 by Steve Thompson

To most urban Americans, their electric power provider remains out of sight and out of mind--except during power failures and when the electric bill comes due. But in rural Georgia, an electric distribution cooperative has made a place for itself as a community institution, through its efforts to make a positive impact on the lives of its members and their families and neighbors.

Walton Electric Membership Corporation is headquartered in Monroe, Ga., about 35 miles east of Atlanta. It serves 100,000 electric subscribers in ten counties, including parts of the greater Atlanta area. The co-op works hard at fulfilling its prime mission of providing the energy needed to keep its service area thriving. Walton EMC aggressively rides herd on costs to keep its electric rates stable, while keeping its infrastructure healthy and returning $2 million in capital credits to its members last year. The cooperative maintains a reputation for excellent customer service and has received several recognition awards for its community outreach efforts.

Walton's products are no longer limited to electricity. Last December, Walton EMC Natural Gas, a new affiliate, began supplying members with gas priced up to 25 percent less than other gas marketers in the area. Another affiliate supplies security equipment and services in the co-op service area and beyond.

Co-op's commitment to community service

By most measures, that kind of record would spell success for an electric co-op. But Walton has gone far beyond its business role to become a major force for community service. As the result of its efforts, firemen get funds for new equipment. Low-income patients on prescription medications get help to defray the cost. A man who lost his job gets help with his mortgage payment. And the co-op is actively involved in sponsoring educational activities in local schools.

Ronnie Lee, president and CEO of the cooperative, says that community involvement is nothing new for Walton. "When I came here 25 years ago, the co-op already had a long-standing tradition of being heavily involved in community service," he says. Lee thinks the reason is the attitudes of the people who work for the co-op. "We're just more service-oriented. That's the kind of employees we have."

The centerpiece of Walton's community activities is Operation Round Up, a program in which members voluntarily agree to have the amounts on their electric bills rounded up to the nearest dollar. More than 30,000 members participate in the program. Contributing an average of 50 cents per bill, the program amassed about $180,000 last year. The money is used for small grants to deserving organizations and individuals.

The recipients are chosen by a 15-member board of co-op member volunteers, each one appointed by a member of the Walton board of directors. Says Lee, "They do an outstanding job. They consider every application for help that comes in."

Individual recipients of Operation Round Up funds include a man suffering from cancer, whose current treatment is not covered by insurance. A number of people laid off from their jobs or unable to work for one reason or another, have been given help with their mortgage payments.

One elderly man received $1,500 for hearing aids he couldn't otherwise afford. A low-income family was given $1,000 for dental work for one of their children. And a disabled man got funds for a ceiling lift to help his wife move him in and out of his bed and the shower.

Organizations receive gifts from Operation Round Up for even more varied reasons. One, called Recording for the Blind and Dyslexic, was given $10,000 for transcribing books to audio tape and CDs. A local chapter of Habitat for Humanity received $3,000 to install electric wiring in a new house. A group called Project ReNeWal received $3,000 for furniture for a shelter for victims of domestic violence.

Local fire departments have received a number of grants for equipment and other purposes. And many schools are beneficiaries of the program, having received grants for special educational equipment, furniture and special expenses.

Demand outpaces funds

The main challenge with Operation Round Up is that many more applications are being received than the cooperative has funds for. That means trying to get more members to participate in the program.

"It seems we've reached our saturation point," said co-op spokesman Greg Brooks. "When we began the program, we decided not to go with an 'opt-out' sign-up, as many other co-ops have done." With an opt-out option, co-op members are automatically enrolled in the Round Up program unless they call or send a postcard saying the want out.

Even though co-ops using an optout sign-up usually get higher participation levels, Walton EMC felt this option would not be the best way to serve its members.

"Now it seems that we're at a plateau," Brooks continues. "But we still don't regret not going the opt-out route. Besides providing a community-service opportunity, Operation Round Up is also a public relations opportunity and we didn't want to create dissatisfaction and make some members feel they were forced into participation."