The 2025 Subaru Love Promise Customer and Community Commitment Award
We are honored to be nationally recognized by Subaru of America, Inc. for our dedication to our customers, our community, and the Subaru Love Promise.
The 2025 Subaru Love Promise Customer and Community Commitment Award recognizes elite Subaru retailer who provide an exceptional customer experience at every interaction with Subaru. These retailers have demonstrated an outstanding commitment to supporting passions and causes in their local communities in important areas such as environment, community, health, education, and pets.
Here at Subaru, we love our community as much as we love our vehicles and are committed to making a positive impact on the lives of all of our customers and neighbors.
What is the Subaru Love Promise?
Subaru and our retailers believe in making the world a better place and the Subaru Love Promise is our vision of respecting all people. This is our commitment to show love and respect to our customers and to work to make a positive impact in the world.
How is Van Bortel Subaru of Rochester dedicated locally to the Love Promise?
At Van Bortel Subaru, our Love Promise to the Rochester and Finger Lakes region can be seen in our proud support of meaningful causes through our partnerships with local organizations, charities, and nonprofits. We're grateful not only to be a part of our community, but to serve it as well.
Verona Street Animal Society, Operation Freedom Ride Humane Society of Greater Rochester, Lollypop Farm Operation Freedom Ride, Humane Society of Greater Rochester
ADK, Adirondack Mountain Club , Genesee Valley Chapter, Henrietta Community Garden
Academy of Health Sciences, The National Susan B. Anthony Museum & House
IAC Kids (It's About Caring for Kids), Camp Puzzle Peace, Volunteers of America Upstate New York, Coffee Connection / Project Empower, La Madonna Della Strada
Breast Cancer Coalition of Rochester, Wilmot Cancer Center
Love Promise Stories from Van Bortel Subaru of Rochester
Subaru and Van Bortel Subaru of Rochester believe in making a positive impact on the communities in which we live and work. We uphold that belief through our Love Promise Community Commitment. Every month, we select inspiring stories from customers and partners from around our area who strive to support our collective commitment and feature them here
Van Bortel Subaru of Rochester Supports Volunteers of America Children Center - Rochester, NY - Eli T
Imagine having to go without a coat, shoes, or even socks. For millions of children and adults experiencing homelessness and other urgent need situations across the country, even here in Rochester, this can be a harsh reality. Helping others is the key to a strong community which is why Van Borel Subaru of Rochester believes in helping to support individuals and families in urgent need. This season, for our Subaru Loves to Help® initiative, we are partnering with Operation Warm®, a national nonprofit focused on connecting children with the resources they need to thrive. Through this partnership and other historical Subaru Loves to Help efforts, Subaru and retailers like us will have helped nearly 900,000 children and adults in urgent need so far. On 1/14/25, Van Bortel Subaru of Rochester partnered with Volunteers of America Children's Center and donated 120 coats to children in urgent need. These essential items not only help keep children protected, warm, and dry, it can have a significant impact on a child’s mental and emotional well-being.
Going Above & Beyond to Support Local Girl Scouts - Amber B
Each year, Girl Scout Cookie season provides more than delicious treats, it offers Girl Scouts the chance to learn real-world skills in entrepreneurship, goal-setting, and leadership. This year, Girl Scouts of Western New York found an incredible ally in Van Bortel Subaru of Rochester, whose partnership went far beyond expectations. Over the course of four weeks, Van Bortel Subaru generously opened their showroom to our local Girl Scout troops more than 10 times, creating a warm, welcoming space where girls could practice their sales pitches, build confidence, and connect with the community. Kitty, Ruth, and the entire staff embodied the Subaru Love Promise by treating our troops like family, cheering them on, helping set up booths, and even placing signage along the roadside to draw in customers. But what truly made the experience unforgettable was the sense of belonging Van Bortel Subaru created. They didn’t just host our girls, they celebrated them. In an extraordinary act of kindness, Kitty Van Bortel surprised both customers and Girl Scouts by purchasing cookies for every visitor, turning an ordinary sale into a moment of joy and gratitude. Thanks to Van Bortel Subaru, our Girl Scouts didn’t just sell cookies, they learned the power of community, generosity, and what it means to be supported by people who believe in their potential. This is the Girl Scout difference: helping girls become leaders in a world where kindness and collaboration make all the difference. We are so grateful for this partnership and can’t wait to continue building a future for the next generation of women entrepreneurs together.
Uplifting Philanthropy, an Outstanding Philanthropist, and The Subaru Love Promise. - Meghan C
The AFP (Association of Fundraising Professionals) is a global organization that uplifts philanthropy. We define “philanthropy” as promoting the welfare of others by donating time, money, experience, skills, or talents to help create a better world. You don't have to be wealthy. You just have to want to give, and that can be your time, your talent, or your treasure. The AFP Genesee Valley Chapter is a volunteer-based organization representing more than 200 fundraising professionals in the Greater Rochester region. Our mission is to advocate for philanthropy and to promote ethical and successful non-profit development by addressing the needs of diverse fundraising professionals in our region. Every year, AFP honors those that are engaged in philanthropy. This year, Kitty Van Bortel was selected as the recipient of our Outstanding Philanthropist Award. This award honors an individual or family with a proven record of exceptional generosity who, through direct financial support or community service, demonstrates outstanding civic and charitable responsibility, and whose generosity encourages others to take philanthropic leadership roles. Kitty's nomination this year was a very exciting for us at AFP and the entire panel that reviewed all of the nominations, because she was nominated by a huge collective of community organizations. The fact that she's had that type of impact on so many organizations is a real gift to the greater Rochester community. Congratulations Kitty! On behalf of everyone at AFPGV, thank you for your exceptional commitment to the community!
We are thankful for the support from Subaru, Kitty, and Staff at Van Bortel Subaru. - Christina T
The Breast Cancer Coalition is thankful for once again being selected as a hometown charity to receive funds from the annual “Subaru Share the Love Event.” Kitty Van Bortel’s leadership and extraordinary philanthropy in the Rochester community, specifically her investment - both personally and through fundraising efforts – in the Coalition is a partnership we truly value. We are not only thankful for the support that we receive from the Subaru Share the Love Event, we are also thankful for the additional support we receive directly from Van Bortel employees. The Breast Cancer Coalition hosts fundraising events every year to raise awareness, support, and funding. Employees have not only volunteered at our events throughout the year, they have also made very generous donations! In fact, employees from Van Bortel Subaru have donated thousands of dollars to support our mission and help ensure that our programs remain free and accessible to all who need them. We truly appreciate the ongoing partnership you continue to show the Coalition. Van Bortel Subaru’s participation in these events truly makes a significant impact in the lives of so many here in our community. Thank you for your commitment to the Coalition and the Subaru Love Promise.
Helping to advance equity in education, one classroom at a time. - Alex A
Millions of students in high-needs schools across the country lack the supplies and learning materials necessary to be successful in the classroom. In fact, 92% of teachers in the United States have students whose families cannot afford to purchase any school supplies for their children, often requiring teachers to purchase resources with their own money. This year, through the Subaru Loves Learning partnership between Subaru and AdoptAClassroom.org, Van Bortel Subaru of Rochester continued supporting students at Exploration Elementary Charter School for Science and Technology by adopting classrooms and donating funds to help teachers purchase resources for their students. We hear it everyday, a donation from Subaru retailers makes a difference in helping the students in your community prepare for their future. Exploration Elementary Charter School for Science and Technology shared their gratitude firsthand for the support of everyone at Van Bortel Subaru of Rochester: “Thank you so much for your donation! It was really surprising & touching to see that there would be an opportunity to fill some of the gaps in our equipment & needs thanks to your generosity. We are excited to start another year & are looking for ways to keep our kids engaged & increase our proficiency in reading & math. A generous donation like this puts materials & creative ways to teach within reach. Thank you for valuing education & helping to make a difference in our community!” - Ruthie B. “Wow! Thank you for your amazing contribution to the students of my classroom and school! We serve a population of students who are underserved and this extra support will allow the students to get resources they would not have had otherwise. I will be looking to use this contribution for items that will help my students access more hands on learning opportunities within the classroom. Thanks again for your generosity! It means a lot to me, my students, and our school community.” - Matthew O. “I just wanted to thank you for the amazing donation to my classroom. Your gift is really going to make a difference for the children you are helping. With your help students that are unable to come to school with basic supplies for the school year can now have those supplies provided to them. Because of you our classroom will be able to get visual learning posters/resources, manipulatives to encourage hands-on learning, and we can refresh our book corner with stories that match children's current interest. Again thank you for making all of this possible! I, or rather WE, appreciate you!!” - Stephanie S. On behalf of everyone at AdoptAClassroom.org and Exploration Elementary Charter School for Science and Technology, thank you. We can’t do it without your help.
The Van Bortel Subaru Green Team. Back on the scene and on a mission to make a difference! - Alex m
Loving the earth means preserving it. We’re proud of the Van Bortel Subaru of Rochester Green Team for making a difference at the Henrietta Community Garden at Tinker Nature Park in the Town of Henrietta. The community garden was established in order to foster sustainability by providing residents an opportunity to grow their own food. To show our love for the community and the earth, our Subaru volunteers spent time pulling weeds, spreading mulch, and giving the garden a spring refresh!
Providing more than a coat to children in need. - Alex M
It was a heartwarming day for the teams at Van Bortel Subaru of Rochester and Van Bortel Subaru of Victor. We visited our friends at Volunteers of America Children’s Center in Rochester and gifted over 200 brand-new coats to help provide comfort, hope, and confidence to children in need. We were touched by the excitement, genuine happiness, and gratitude expressed by all the children. Through the Subaru Loves to Help initiative, Van Bortel Subaru is proud to join Subaru of America, Inc. and Operation Warm in a collaborative effort to support children and families facing homelessness or urgent needs situations. Here in Rochester, we are grateful to partner with Volunteers of America Upstate New York to be a positive force in the community. Thank you to everyone at Volunteers of America for all you do for the children and for all you do to empower people in our community to reach their full potential. Visit www.voaupny.org to learn more and support their mission.
Van Bortel Subaru's step up for cancer patients - Angelina S
For the past several years, Van Bortel Subaru's of Victor and Rochester have partnered with The Leukemia and Lymphoma Society (LLS) and Wilmot Cancer Institute thru Subaru Loves to Care initiative. The partnership has involved delivery of blankets and messages of HOPE to cancer patients. This summer, Subaru delivered these items for cancer patients in treatment and we are forever grateful for this partnership.
Camp Puzzle Peace-Community Connections Program - Jen H
Thank you to Van Bortel Subaru of Rochester for supporting our summer program. This year we were able to work with 30 individuals between the ages of 6-21 that have autism and related disabilities to build their social skills. Together with your help we were able to provide meaningful social skills instruction and practice those skills in a safe and supportive environment. Every Friday we head out into the community to try out our social skills! We love our FUN FRIDAYS!!! Thank you again for making this program such a success.
Bringing warmth and love to cancer patients in the community. - Alex M
Since 2019, Van Bortel Subaru of Rochester has partnered with The Leukemia & Lymphoma Society (LLS) and Wilmot Cancer Institute through the Subaru Loves to Care initiative. The partnership has involved delivering blankets and messages of hope to cancer patients in our community. Once again this year, employees from Van Bortel Subaru of Rochester and Van Bortel Subaru of Victor personally delivered these blankets and thoughtful notes to Wilmot Cancer Center. Thank you to all of the employees and customers who took the time to write such kind and caring words. These acts of kindness bring a special warmth and love to those fighting cancer.
