Innovative mechanisms for placing monetary value on the environmental attributes of energy efficiency and renewable energy are creating new opportunities for these clean energy options. Tens of millions of dollars per year could be collected from firms that negotiate to fund environmentally beneficial projects as an alternative to paying their fines from environmental penalties. Another new funding source comes from emissions trading markets. Stakeholders in efficiency and renewable energy are faced with a timely opportunity to shape the rules of the game, and savvy marketers can take advantage of this shift to sweeten the economic case for their projects. (ER-01-10; July 2001; 13 pages)