Using Community Meetings to Recruit Households into Home Energy Upgrades
Around 65 million homes in the USA could benefit from comprehensive upgrades to save energy. Serving these homes can decrease emissions, create jobs, stimulate local economies, and improve the health of indoor environments. However, marketing upgrades has proven difficult; households typically do not understand energy saving opportunities, are hesitant to take on financing to realize small net energy savings, and distrust programs and contractors.
Faced with these challenges, many upgrade program administrators have experimented with marketing upgrades via different community networks, such as neighborhood associations, churches, civil society organizations, common employers, or informal acquaintances. In his Masters thesis, Brendan McEwen (MCP 2012) explores the community based outreach strategies that can realize greater participation in upgrade programs. Brendan’s research suggests that hosting meetings that bring together a group of recruits, past participants, upgrade contractors, and program personnel, is an effective marketing mechanism, capable of providing a rich introduction to the concept of upgrades and fostering a sort of “peer pressure” to sign on for a home energy assessment. Brendan suggests program administrators should tap many different community networks, to recruit households into such meetings. More strategies and lessons from the field can be found in Brendan’s thesis.