In the spring of 2007, fund-raising for restoration of the historic Strand Theatre in Marietta had stalled. Organizers feared the capital campaign might disband and the theater could face demolition.

Then came Bill Heard Chevrolet’s last-minute pledge of $100,000. Mike Raines, general manager of Bill Heard Chevrolet in Kennesaw, said at the time that his parents grew up going to movies at the Strand and that he had fond memories of Saturday matinees.

“I’m proud we can be a part of saving a landmark,” he said then.

Earl Smith, chairman of the Friends of the Strand, said Bill Heard’s involvement reinvigorated a moribund fund-raising effort.

“That pledge having been made caused people to get on board and get us moving in the right direction,” Smith said on Friday. “It got us focused.”

The group has raised between $3.6 million and $3.7 million against a goal of $4.5 million.

Smith is confident the theater will open later this year, with a grand opening celebration set for January — even if Bill Heard never makes good on its pledge.

Company spokesman Alan Ulman said Friday afternoon that he had no information about the company’s plans regarding the Strand.

“Our fingers are crossed,” Smith said. “I’m sorry for what’s happened to them.”

Bad news for charities

Indeed, Bill Heard’s abrupt closing, which has left thousands unemployed and some motorists trying to retrieve their cars, is also bad news for charities looking to line up corporate sponsorships and donations.

“When a company leaves, it is felt,” said Milton Little Jr., president of the United Way of Metropolitan Atlanta. Several years ago, Bill Heard’s Union City dealership partnered with the United Way to give away used cars to those in need. A single mother of two from Decatur who received a 1998 Chevy Metro LX was the program’s first recipient.

“The whole concept of ‘Live United’ is interconnectedness,” Little said, referring to the organization’s new brand.

Businesses that support charities publicly confer a sort of “Good Housekeeping Seal of Approval,” he said. “That’s part of the strategy nonprofits undertake.”

Del Martin, managing partner and chairman of Atlanta fund-raising consulting firm Alexander Haas Martin, said corporate participation in a fund-raising effort can motivate individuals or other businesses to give as well.

“It sort of rallies them,” said Martin, who also is chairman of the Giving USA Foundation. “Of the three sources for philanthropic funds — individuals, foundations and corporations — corporations generally are the smallest piece of that pie. However, a corporation can play a more major role because of their ability to play a leadership role.

“The question for charities that might have relied on that entity is: Are they going to be able to replace that? Are they going to have to slash their budget?”

Police department’s loss

The Kennesaw Police Department soon may be asking itself a similar question. Bill Heard’s Kennesaw dealership donated an S10 Chevy Blazer in 1998. When the department outgrew that vehicle in 2005, officials approached the dealership about upgrading.

“They didn’t even hesitate,” said Officer Scott Luther. The department, hoping for a TrailBlazer, was presented with a 2004 Suburban that became its Community Oriented Policing unit. It’s used for community and school events, has represented the department in Washington during National Police Week and is sometimes used for patrol or traffic stops.

“The guys that I worked with have always been great to us,” Luther said, noting Bill Heard took care of the SUV when it needed maintenance. No one from the department had any idea the dealership would close.

“It’s very disappointing,” Luther said. “It was a big shock to us. They’ve been really good to us.”

The 2004 Suburban has about 80,000 miles on it, and department policy calls for vehicles to be retired soon after hitting 100,000 miles.

“When we outgrow it,” Luther said, “I’m not sure where we’re going to go.”