How did targeted outreach help Solar for All meet its ambitious goals?
The Challenge
In the fall of 2022, the Solar for All team at the District of Columbia Sustainable Energy Utility (DCSEU) – which is run by VEIC – had only filled 30 program spots for income-qualified homeowners or renters of single-family homes. Their goal was 100. The group needed to find a better way to bring program benefits to the people who need them most.
The Solution
The DCSEU developed a multi-approach communications campaign to address key barriers to entry. By analyzing census data, locating income-eligible homeowners in the District, and reaching out through both direct mail and canvassing, the Solar for All team was able to build awareness and trust in neighborhoods with many income-eligible homeowners. Services: Energy Efficiency
The Impact
The Solar for All program exceeded its goals and brought clean, affordable energy to 107 eligible homeowners in the District. The awareness they built for their program and the trust they built in the community will continue to pay dividends for years to come.
Identifying the challenges that stand in the way of meeting bold clean energy goals.
The District of Columbia has some of the most ambitious decarbonization and renewable energy goals in the nation. By 2032, the District aims to reach 100% renewable energy through the Renewable Portfolio Standards (RPS). It also hopes to lessen the energy burden for 100,000 low-income households through solar energy, which would reduce energy bills by about 50%.
In an effort to meet these impressive goals and advance the District’s clean energy transition, the Department of Energy and Environment (DOEE) created the Solar for All program. Solar for All’s mission is to bring solar energy to low- and moderate-income households through community solar and single-family rooftop solar. Lower-income families pay a greater share of energy costs and often deal with higher levels of pollution, so this program’s success is a key part of bringing energy justice and equitable building decarbonization to the District. The DC Sustainable Energy Utility (DCSEU) is the group tasked with implementing Solar for All community solar site development and the entire single-family solar program. The DCSEU manages program funding, connects eligible residents with approved installers, and markets the program across all eight wards.
To receive Solar for All funding, residents must earn below 80% of the area median income (AMI). Many District residents fall below that threshold, but due to the high cost of living most of those same residents can't afford to rent in or own single-family homes. This made it challenging to fill the program to capacity. In the fall of 2022, the DCSEU had only filled 30 of its 100 seats for the year. With such a narrow audience to fill the remaining seats, the DCSEU needed to get creative to reach it. That’s where targeted marketing came in.
Targeted clean energy program marketing in the District
Analysts at the DCSEU dug into census and tax revenue data to identify six neighborhoods where a greater share of eligible homeowners in the District lived. These neighborhoods were chosen based on reported income levels, homeowner tax credit usage, and more publicly available information. From there, the team cross-checked those neighborhoods with their internal data and compiled a list of roughly 600 addresses. Having a smaller audience allowed the team to 1) market without overstretching their capacity or funds, and 2) reach an audience they knew would be receptive to program information.
The marketing and creative team at the DCSEU sent each resident on their list a series of letters with key program benefits, such as free roof repairs and heavy-ups with solar installation, as well as HVAC electrification upgrades through a separate program. Because direct mail generally has lower engagement rates, the team planned to follow up with in-person canvassing to reinforce the financial and environmental incentives for community members. The DCSEU team knew that in order for these in-person efforts to go further, they had to first build trust with community members.
Building trust in Solar for All with community engagement
Another challenge facing the DCSEU was that along with its ambitious solar goals, the District of Columbia has generous funding incentives and energy efficiency programs that private contractors try to capitalize on. Many neighborhoods in the District – including those six that the DCSEU identified – were already over-canvassed and hesitant to trust groups reaching out about solar programs. Not only did Solar for All need to raise awareness of its programs, but it also needed to set itself apart from the private (and often predatory) marketing in the region.
To break through the noise and build credibility in the community, the DCSEU team planned to work with trusted community leaders. They reached out to Advisory Neighborhood Commissions (ANCs), a non-partisan group unique to the District's government. The goal of these groups is to bring the people of the District and the government closer together. As a result, commissioners for ANCs are locally elected and very trusted. The ANCs agreed to give homeowners in their neighborhoods context behind the Solar for All canvassing. Now when the Solar for All team came knocking, residents knew they could trust them.
Paving the way for equitable energy
With this new level of trust, the DCSEU team was able to speak to District residents one-on-one. The team went door-to-door in two of the target neighborhoods and explained how solar energy could benefit residents. They also broke down the various financial incentives for going solar, including no-cost installation of solar photovoltaic (PV) systems. Even when residents weren’t home, canvassers could leave an informational one-pager without assuming it would be thrown out.
In just a few short months, the DCSEU team succeeded. They exceeded their initial goal to fill 100 seats, and now 107 homes have solar energy systems with the potential to offset their electricity costs by as much as $500 each year. The success of the Solar for All program will also have lasting impacts on the District, helping to lower carbon emissions and create a healthier environment for all residents.
Our team at the DCSEU proved that marketing and outreach are key components of any clean energy program. By using targeted marketing and building bridges within the community, even lean teams can achieve big goals. Now there’s clean energy relief for 107 of the homeowners who need it most – and that’s just the start.
Who we are and how we help
VEIC provides services under a broad clean energy umbrella that includes energy efficiency, building decarbonization, transportation electrification, and clean and flexible grid solutions. We work with utilities, state energy offices, transit agencies, non-profits, businesses, and more to advance electrification and decarbonization efforts across the country. From decarbonization program planning and implementation to federal funding services, we help clients achieve their clean energy goals and make an impact.
Reach out today to learn how the VEIC team can help make your energy efficiency programs a success.