KEENE, N.H. (MyKeeneNow.com) At Subaru of Keene, selling cars is only part of the dealership’s role in the Monadnock Region. Supporting the people and organizations that make up the community is another important part of the business.

“Subaru is more than a car company, and Subaru dealerships are more than a dealership. They’re a retailer. They support their communities,” said George Thompson, director of sales and marketing.

That philosophy is reflected in the Subaru Love Promise, a Subaru of America initiative that encourages dealerships to give back through charitable partnerships and community service. At Subaru of Keene, the effort includes animal adoption programs, donations to local nonprofits, support for schools, environmental projects and health-related initiatives.

The program is built around five core pillars: environment, health, education, pets and community. Through these areas, the dealership participates in national campaigns while directing support toward organizations serving the Monadnock Region.

Helping Shelter Animals Find Homes

One of the dealership’s most visible annual initiatives is Subaru Loves Pets, a partnership involving Subaru of America, the American Society for the Prevention of Cruelty to Animals (ASPCA) and participating animal shelters.

In October, Subaru of Keene partnered with the Monadnock Humane Society to encourage pet adoption and help animals find permanent homes. The annual campaign included a $4,000 grant for the Humane Society through the ASPCA partnership, reduced adoption fees and a collection of pet food and supplies.

The promotion offered $50 off dog adoptions, $25 off cat adoptions and waived adoption fees for small animals, excluding ferrets. Adoption kits and other supplies were also provided to support pets as they transitioned into their new homes.

The Humane Society reported in 2025 after last year’s event that 124 pets had found homes during the month: 77 cats, 29 dogs and 18 small animals.

The October adoption promotion is scheduled to run through Oct. 31.

Share the Love Keeps Giving Close to Home

The Subaru Share the Love Event is another major part of the dealership’s community outreach. Through the annual campaign, customers purchasing eligible new Subaru vehicles during the promotional period can help generate donations for charitable organizations.

Thompson said the program has made a significant impact nationally. As of 2025, he estimated that Subaru and its retailers had contributed more than $300 million to local organizations through Share the Love.

For Subaru of Keene, however, the local impact is especially important.

“We obviously encourage all of our local customers to pick a local organization, so the money stays local,” Thompson said.

Last year’s campaign benefited Monadnock Developmental Services (MDS), which received a donation of $21,030 from Subaru of Keene and Subaru of America.

MDS serves more than 1,000 individuals and over 600 families across 34 towns in the Monadnock Region. The organization provides support to people with developmental disabilities, helping them build connections, participate in their communities and reduce social isolation.

The donation continued a longstanding relationship between Subaru of Keene, Subaru of New England and local charitable organizations. Over the past 16 years, the partnership has helped raise more than $395,000 for nonprofits serving the region.

For this year’s Share the Love campaign during November and December, Subaru of Keene is partnering with The Kids Collaborative, formerly known as the Keene Housing Kids Collaborative.

The campaign gives local customers an opportunity to help direct charitable support toward an organization serving children and families in the region.

Community Support Beyond the Campaigns

The Subaru Love Promise also provides a framework for the dealership’s year-round community involvement.

Past efforts have included supporting local schools, participating in Earth Day cleanups and tree-planting projects, and contributing to health-related causes, including cancer care.

A 2025 winter coat initiative provided approximately 250 coats through Operation Warm, Thompson said.

These projects reflect the program’s broader goal of supporting the needs of local residents rather than limiting charitable work to a single annual event.

Subaru of Keene is part of the Fenton Family Dealerships, which marked its 40th anniversary in 2026. The family’s first dealership, Toyota Volvo, was acquired in 1986.

Other community activities planned for the fall include a food drive in several Keene grocery stores scheduled for Nov. 21.

Ultimately, the Subaru Love Promise serves as a bridge between local businesses, customers and the nonprofit organizations working every day to strengthen the Monadnock Region, turning community connections into meaningful support for neighbors who need it most.