Looking Ahead

The project team assumed that free home upgrades would drive enrollment, but the community was generally distrustful of energy program offerings, unclear about where the funding was coming from, and skeptical about how home upgrades would benefit them. 

BAAEC Experience: The project team learned that enrollment requires trust building and community empowerment. The process was slow and required more resources and time than anticipated. The team legitimized the project by partnering with trusted messengers: the local school district and the County. 

Solution: BAAEC created a visible community presence by establishing a community advisory committee and iterated on outreach strategies with Day One and ActiveSGV, the project’s community-based partner organizations. BAAEC also established a wraparound, concierge-like process as an enhanced customer service strategy throughout the grant term. This level of effort is needed to provide services in an inclusive and equitable manner.

Recommendation for Scalability: Leverage established community-based organizations to promote program services and consider co-branding with trusted organizations such as local governments and school districts to establish legitimacy. Use a mix of outreach methods (in-person visits, phone calls, emails, etc.) to humanize the experience for the homeowner. Ensure that staff can explain why a program exists, how it’s funded, and very clearly describe to participants what it means to enroll and participate. When this is done effectively, it can address the community’s distrust. Build program flexibility that allows for people-first strategies, rather than rigid policy program drivers. Focus on educational outreach and the human connection, keeping in mind both the expected benefit for participants and what is being asked of them. Foster cross-sector collaboration for wraparound support, and acknowledge concerns even when a solution is not available.

A large catalog of services and unfamiliar technologies represents a challenge in connecting with the community. 

BAAEC Experience: It was difficult to grab residents’ attention because the project had so many offerings. During the initial launch, the messaging was overwhelming for community members because it was complicated and new. It created hesitation that translated to a lack of participation. 

Solution: The project team split the outreach scope between Day One and ActiveSGV, allowing each partner to concentrate on specific elements. The team delayed the introduction of project features to simplify messaging and developed new and improved marketing materials that focused on direct benefits. The team secured new funding to offer induction stoves, a tangible in-home fuel-substitution offering that participants engaged with more personally.

Recommendation for Scalability: Start with a simple approach to avoid overwhelming potential participants with all program services. Highlight top priority offerings, then once interest is expressed, introduce additional services.

Recognizing the best way to reach decision makers in intergenerational households. 

BAAEC Experience: Community events, which the project team initially relied on for outreach, were primarily attended by a younger generation: parents with young children. While parents paid the utility bills, the homes were often owned by grandparents, who were the decision-makers for the types of major renovations offered by the project.

Solution: The project team pivoted to using mailers that reached older homeowners who had the legal agency to take action for home upgrades. The team also established a clear single point of contact for each participating home to streamline communication and avoid confusion.

Recommendation for Scalability: Understand the demographics of the target community, and who would most likely be eligible/benefit most from program services, to tailor outreach efforts. Then use that information to integrate multi-stakeholder engagement strategies to reach leads that have the authority to enroll. The goal is for engaged leads to provide program referrals via word of mouth.