Steve Hastie, Navigant Consulting, Inc. Andrew Bishop, Ontario Power Authority

Peter Steele-Mosey, Navigant Consulting, Inc.

December 1, 2011 For more information: shastie@navigantconsulting.com

Evaluation of an Energy

Efficiency Pledge Program

Steve Hastie, Navigant Consulting, Inc. Andrew Bishop, Ontario Power Authority

Peter Steele-Mosey, Navigant Consulting, Inc.

December 1, 2011 For more information: shastie@navigantconsulting.com

Evaluation of an Energy

Efficiency Pledge Program:

Bottom Line: A pledge is a good place to start . . .

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Is a pledge a serious commitment . . . What is a pledge?

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. . . or just a superficial wax job? What is a pledge?

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OPA Power Pledge Program (2010)

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OPA Power Pledge Program (2010)

*Email -- Online pledge

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OPA Power Pledge Program (2010)

*Email -- Online pledge

*Partnering

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OPA Power Pledge Program (2010)

*Email -- Online pledge

*Partnering *Competition

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OPA Power Pledge Program (2010)

Feedback on performance

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OPA Power Pledge Program (2010)

Minor reward to drive sign-ups

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6 pledge types, 23 specific pledges

General Power Pledge Options

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6 pledge types, 23 specific pledges

General Power Pledge Options

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Sample specific power pledges

Specific Power Pledge Options

Explanation of Measure

Pledge to plug . . . into Smart Strip

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On-line survey for impact evaluation • Survey positioning: How Ontarians use energy • Pledge actions taken (asked blind) • Aware of Power Pledge? Make any pledges? What did you pledge? • Factors influencing pledge decision, and rate level of influence

Survey To Estimate Impacts

Demographic Number Applicable Survey ParticipantsAll Participants Recalling Pledge

Average Incremental Impact When Factor Indicated As InfluenceConditional

Mean (Intercept)

Print Media Ad

Internet Ad or Link

Green Feeling

All OPA All WWFAirmiles

InfoCommunity

Event

# Pledges Made 6.62 N/S 1.22 N/S N/S N/S 0.63 N/S# Pledges Implemented 0.97 0.42 0.53 0.29 0.59 0.30 0.25 N/SkWh Savings (net) 82.28 N/S 37.53 N/S 52.84 36.60 N/S 162.50Average Rating N/A 6.2 5.8 9.3 6.8 7.6 7.2 7.9# Indicating Factor Was Influenc N/A 44 101 114 162 100 449 10

749

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Quantified impact of key factors on (1) # pledges made, (2) # pledges implemented, and (3) energy saved

“Influence” Results, by Segment

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Lessons Learned Lessons Learned

1. Simple, limited in number, and unambiguous

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Lessons Learned Lessons Learned

1. Simple, limited in number, and unambiguous 2. Rewards are effective, but link to pledge implementation

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Lessons Learned Lessons Learned

1. Simple, limited in number, and unambiguous 2. Rewards are effective, but link to pledge implementation 3. Remind pledgers about the pledges they’ve made

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Lessons Learned Lessons Learned

1. Simple, limited in number, and unambiguous 2. Rewards are effective, but link to pledge implementation 3. Remind pledgers about the pledges they’ve made 4. Communities need resources to participate (technical/financial)

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Lessons Learned Lessons Learned

1. Simple, limited in number, and unambiguous 2. Rewards are effective, but link to pledge implementation 3. Remind pledgers about the pledges they’ve made 4. Communities need resources to participate (technical/financial) 5. Largest savings – local support/community event

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Lessons Learned