+ All Categories
Home > Documents > MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will...

MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will...

Date post: 29-Jul-2020
Category:
Upload: others
View: 0 times
Download: 0 times
Share this document with a friend
18
MARKETING A CONSERVATION PROGRAM THROUGH GRASSROOTS ORGANIZING: NEIGHBORHOOD ENERGY WORKSHOP PROGRAM IN MINNEAPOLIS Mary Jane Brummitt Minneapolis Energy Office Abstract The Nei ghborhood Energy Workshop (N & E0 W .. ) Program is a comprehens i ve, cost-effective, neighborhood-oriented energy conservation program that is co-sponsored by the City of Minneapolis and Minnegasco, the local gas utility .. NoEeW .. serves the entire city, including: 1-4 units; homeowners, renters and landlords; low, moderate and high income levels .. Over 23,000 households have actively participated in NeEoW .. since 1981& The program is implemented by city staff who identify and train vo 1unteer block captai ns to ; nvi te the; r nei ghbors to the energy workshops .. Va 1unteers are he 1d accountab1e to a goa 1 of 50% of each block to insure that the workshops are well attended .. The blocks served so far have averaged 35 .... 40% part; ci pat; on avera11, compared- to 3-5% part; ci pati on in ReS programs elsewhere .. NeE .. W .. addresses a total approach to energy savings that includes these four components of conservation: energy use habits; furnace and appliance efficiency; low cost weatherization (based on the Princeton Study· sHouse Doctor Approach); and, major Participants receive $40-$50 worth (retail) of weatherization materials and training to do the low cost improvements themse 1ves, and an ReS energy audi t at no cost $ Low-i nterest financing, city-certified contractors and a free infrared are provided for part i ci pants to comp 1 ete major weather; zat ion i mprovements The ent ire pro- gram, including the audit, materials and staff time, is delivered at a cost of approximately $80 per With appropriate variations, successful program deli be applied to energy conservation programs in any part of the matter size of the communi ty, income 1eve1 or part; pants
Transcript
Page 1: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

MARKETING A CONSERVATION PROGRAM THROUGH GRASSROOTS ORGANIZING:NEIGHBORHOOD ENERGY WORKSHOP PROGRAM IN MINNEAPOLIS

Mary Jane D~ BrummittMinneapolis Energy Office

Abstract

The Nei ghborhood Energy Workshop (N & E0 W.. ) Program i s a comprehens i ve,cost-effective, neighborhood-oriented energy conservation program that isco-sponsored by the City of Minneapolis and Minnegasco, the local gasutility .. NoEeW .. serves the entire city, including: 1-4 units; homeowners,renters and landlords; low, moderate and high income levels .. Over 23,000households have actively participated in NeEoW .. since 1981&

The program is implemented by city staff who identify and trainvo1unteer block captai ns to ; nvi te the; r nei ghbors to the energy workshops ..Va1unteers are he1d accountab1e to a goa1 of 50% of each block to insurethat the workshops are well attended .. The blocks served so far have averaged35 .... 40% part; ci pat; on avera11, compared- to 3-5% part; ci pati on in ReS programselsewhere ..

NeE .. W.. addresses a total approach to energy savings that includes thesefour components of conservation: energy use habits; furnace and applianceefficiency; low cost weatherization (based on the Princeton Study· sHouseDoctor Approach); and, major weatherization~ Participants receive $40-$50worth (retail) of weatherization materials and training to do the low costimprovements themse1ves, and an ReS energy audi t at no cost $ Low-i nterestfinancing, city-certified contractors and a free infrared are provided forpart i ci pants to comp1ete major weather; zat ion i mprovements ~ The entire pro­gram, including the audit, materials and staff time, is delivered at a costof approximately $80 per household~

With appropriate variations, N$E~W0IS successful program delibe applied to energy conservation programs in any part of the @;)A.tl~:R."!l'=!l<!4:;':L!I

matter size of the communi ty, income 1eve1 or sour~!ce

part; pants

Page 2: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

MARKETING A CONSERVATION PROGRAM THROUGH GRASSROOTS ORGANIZING:NEIGHBORHOOD ENERGY WORKSHOP PROGRAM IN MINNEAPOLIS

Mary Jane D& BrummittMinneapolis Energy Office

INTRODUCTION

In 1980 the Energy Futures Committee, a broad cross-section of technicaland community people, developed a comprehensive plan to reduce energy consump­tion $340 million by 1990. Next, the Public Utilities Commission approved aplan by the City of Minneapolis and Minnegasco, the local gas utility, for apilot Neighborhood Energy Workshop (N0E$W~) and Energy Bank loan program thatused Pilot Utility and Conservation Investment Program (PUCIP) fundse FromMay 1981 to June 1983, the City of Minneapolis' Community Energy InnovativeGrant expanded the program and allowed Minnegasco to use Residential Conserva­tion Service (RCS) monies, alsoe An excellent partnership between the City ofMinneapolis and Minnegasco was developed, insuring the continuation of theprograms so that the entire city can be served~

Currently, Minnegasco funds the programs, fulfilling its ReS and CIP (Con­servation Investment Program) obl;gations~ The City commits financing for theEnergy Bank through the sa1e of tax exempt revenue bonds, whi ch creates theeconomic advantage of city tax exempt bonds and the efficiency of theutility's billing system&

This paper describes the participation, process, and content of theNei ghborhood Energy Workshop program, whi ch is des; gned to reduce energy usein one to four unit homes throughout Minneapolis@ A detailed evaluation ofthe energy savings due to NeE&W0 is still being conducted; therefore, energysavings will be discussed only in a preliminary mannere

GOALS AND OBJECTIVES

N0 E& W.. i s unusua1 among energy programs in that i ts goal s are stated i nof energy savings$ The goals and objectives of N0E&W0 are:

Goa1 I: reduce energy consumpt ion 10 to 15 percent in 50 percent of thehouseholds on blocks served~

yes: 1.. Motivate residents to implement low cost improvements----2~ Motivate residents to involve 50 percent of the block3.. Motivate residents to change energy use habits4~ Train residents to find and fix heat leaks and to change

energy use habitsII: To reduce energy consumption 20 to 30 percent in 25 percent of

------ households on blocks served~

ves 0 1.. Motivate residents to implement major weatherization retrofits...............~-- 2& Identify the most cost effective measures through an energy

audit30 Provide easy to obtain, low interest financing4& Provide quality, guaranteed work

H-143

Page 3: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

Several unique aspects of N$E.W. have made it highly successful and havegenerated considerable interest in it throughout the country. These are&

o Very High ParticipationA program1s implementation of effective conservation techniques isonly as effective as the level of participation0 While other Residen­tial Conservation Service (RCS) programs have 3-5% participation, theNei ghborhood Energy Workshop program averages 35 .... 40% parti ci pati on onblocks served. Since the program began in 1981, over 23,000 households(as of June 1984) have actively participated in NoE~Wo Currently,about 1,000 households per month receive information, training andweatherization materials, all at a cost of $80 per household, whichincludes staff time, materials and audit~

The extraordinary participation rate in N~E.W$ is due to the b1ock-by­block organi zi ng process and each of the de1i berate steps i n thatprocess. With the help of the city council, neighborhood associations,communi ty schoo1s, churches and other groups, the Energy Offi ce caneffectively organize block-by-b1ock, using volunteers to contact everyhousehold .

. State of the Art TechnolAlthough many widely held beliefs about residential conservation haverecent ly been proven to be techni ca lly incorrect or no longer va1i d,these be1i efs pers i st among res idents and even among many contractorsand other Uexpertsll0 N0EoWe provides up .... to-date, accurate information ..N0 Eo; W(0 i s uni que in teachi n9 res i dents how and why to do 1ow costHouse Doctor improvements, whi ch are based on research conducted atthe Center for Energy and Environmental Studies at Princeton University~

o Action, Not Just EducationSince the goal of the program is to reduce energy use, just giving thefacts is not enough; N*E0W0 motivates people to do the work andprovides materials and technical assistance to help them do it ..

CION IS GENERATED

To produce 1arge turnouts at a reasonab1e cost, we must: (1) createproject areas in a way that allows us to optimize the organizing process andthe size of the workshops; (2) use existing networks and volunteer; (3) bevery successful at motivating people; and (4) have a standardized process~

Through these means, we keep the staff costs for organizing N~Eo;W. to $20 perhousehold@ This includes the organizer's time spent running workshops, as

1 as generating participation$ It also includes the cost of printedm~~-_~~ s used in generating participation.

Areas

N~E0W0 project areas are created and subdivided using a definite method­ology designed to optimize the program. Project areas are comprised of singlenei ghborhoods, as defi ned by the Ci ty Pl anni ng Department, or groups of two

H-l46

Page 4: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

or three nei ghborhoods ~ These nei ghborhoods were created on the basi s ofgeographical and social boundaries as perceived by the residents"

An effort is made to create project areas large enough to run oneworkshop per week for two or three months$ This allows enough time tominimize the number of households that are left oute Individuals who missthe; r workshop have enough time to fi nd out about and attend the fi na1,wrap-up workshop that comp1etes the project e Projects longer than two orthree months are avoi ded so that when peop1e hear that N" E t> W4' is in the; rneighbohood, they do not have to wait long to participate0

Ni ne to twenty-fi ve blocks attend each workshop" There are typi cally 28houses on a block; a ten-block area will normally produce 100 to 150 partici­pant households0 Costs per household decrease as workshop sizes increasee 100to 200 households is a practical upper limit that can fit in the meetingspaces inmost ne; ghborhoods, can be hand1 ed by our staff, and wi 11 a11 owparticipants to hear and see what's going on, ask questions and get somepersona1 attent ion @ Workshops as sma11 as 60 househo1ds and as 1arge as 600have been conducted0

Even the boundaries of blocks are established based on organizingconsiderations& Blocks are put together either across streets or alleys,based on how neighbors relate to each other .. Existing block clubs are usedwherever poss; e0 One-sided blocks (e~g .. , facing parks) are lumped with the

ock behi nd them e The goa1 is to make the block a group wi th some naturalcohesiveness0

Networki and Volunteers

One staff coordinator is responsible for each project0 These coordina....tors are hired based on communication skills, and ability and experience incommuni ty outreach and pub1i c contact e They are trai ned extensi ve ly in energyconservation techniques and in the N@E"W0 organizing process, which focuseson the sel interest of the resident ..

Two three months before a project beg; ns, the coordi nator contactsi denti ab1e network 1eaders wi thi n the project area, such as ci ty counci 1members, ministers, neighborhood association presidents, park directors andcommunity school coordinators who would be willing to locate potential blockinviter volunteers~ This use of existing networks and assistance from volun­teers is necessary in contacting every household face-to-face in order to getturnouts of at least 50 percent of the households on each block@

H-141

Page 5: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

H.LN. Organizing Process

Process

Block Inviter Trai

Potenti block inviters located through these network volunteers attenda 60 .... mi nute lib lock i nvi ter trai ni ng ll meet i ng whi ch is he1d one week pri or tothe evening N&E~W0 Everyone receives a reminder phone call before the meeting~

There are three goals of the block inviter training0 The first is toscreen the volunteers0 Next, they are motivated to invite their neighbors toattend N~E0Wa Third, they are educated about N0E~W0 and trained in door-knock­ing~ By the end of the meeting, people make a commitment to volunteer or note

The block i nvi ters are the cri t i ca1 1ink in the part i ci pat i on network 0

They know that they wi 11 donate four to seven hours of the; r time to theprogram and they are he1d accountab1e for turn; n9 out 50% of thei r block 0

They are ned to talk with each resident to determine their self-interests,descri be the program bri efly, and to get a defi ni te camm; tment to attend theworkshop0 They give out a flyer (Appendix I) about the program and they passout reminder notices the day before the evening meetingG

To make sure that the i nvi ters do the; r job, they recei ve a fo 11 ow-upphone call after the inviter traininge Before the evening meeting, thevolunteers call the Energy Office to tell how many households they expect to

the evening meetingG

Lvhy do people volunteer? What kinds of people make good volunteers?are as many reasons why peop1e vo1unteer as there are vo1unteers <3 They

countless different self-interests, which range from wanting to learnmore about energy conservation to wanting to meet their neighbors0 Character­istics of good volunteers include having good communication skills, reliabil­ity, honesty, reputation, time and physical abi1itY0

Page 6: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

ACTION, NOT JUST EDUCATION

For the participant, N~EoW~ is a three-step process:10 A weeknight meeting2e A Saturday workday3e Operation Insulation -- completion of major

weatherization improvements

AGENDA

l R' istratton

11& Introductions

1119 -The ProbiemN

lVo ~The SoIUflonMr

v~ servafion's4 Components

Vl Block Meetings

V1l Adjourn

The goals of the weeknight meeting are:1e To motivate residents to change their energy use habits and to implement

conservation measurese We re-establish their self interests (reducingenergy bills, being more comfortable, decreasing cash flow for fuelouts; de of the state, etc 0) and acknowl edge conservati on as easy, cost­effective and fune

2~ To give residents an easy to remember overview of conservation by ngspecific, highest priority things to do in these four components:

(a) Furnace and Appliance Efficiency(b) Energy Use Habits(c) low Cost Weatherization(d) Major Weatherization

3@ To teach them locate bypasses and areas of infiltration in their ownhomese We use a slide presentation that includes active audience participa­tion and we teach them to fill out a home energy survey (Appendix 11)@

40 t and motivate volunteers to gn up households to participateinN 0 E0 W~ on Saturday 0 Parti ci pants know that they wi 11 not be abl e torece; ve free mater; a1s on Saturday un1ess at 1east 50% of thei r blockparticipates" We break the group into block meetings where people feelmore accountable for attendance on their block~

The weeknight N@E0W@ lasts 1~ hours and is usually held at a church,community or school in the neighborhood0 Free childcare is prOVided by

unteers@

Workday--~

The goals of the Saturday Workday are:1e To motivate residents to do low-cost improvements that day~ We let them

know that we expect them to do the work that day @We remi nd them that

H-149

Page 7: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

they won I t save money or be more comfortab1e un1ess they do the work @ Astaff person visits their house that afternoon to check how they're doingon the work ..

20 To train residents to do the low cost retrofits. In small groups they seehalf-scale model demonstrations and learn how to seal air leaks andbypasses on chimneys, rim joists and doorso

3& To motivate residents to make major weatherization improvements~ Weaddress reasons why peop1e don it do major work and we exp1ai n the cost­effectiveness of fixing major problem areas& We explain Operation Insula­tion, a separate program to help residents get major work done@

After the presentation, participants sign up for Operation Insulationand then go home to complete their surveys & Participants receive freeweather;- zation materials as noted on their surveys@ (Before they receivematerials, participants who missed the evening meeting must attend a short"catch-up" meeting) @ Roughly 80% of the NeEIOWo participants pick up theirfree materials, which cost $30 (wholesale) per householdo The ReS energyaudits cost $30 per householde

t~ tl

Registration

Introductions

Presentation

ModlelDemG Sign up for

Audit

V1~ Home to doYour SurveuPick up Materials

W thertz floJSISlant Visits

8=45 -- 1~

9=00 -11$111$1

12G)m3=(o -­1:(o~5:00 --

TEACH WE TEACH

Since we have a limited amount of time to educate and motivate the, it i s important to present a manageab1e amount of i nformat ion in

an interesting formo We break conservation down into four logical categoriespresent only the most important recommendations in each category&

Mi nneapo1ishas 8, 159 heat i ng degree days (base 650 F) per year and523 cooling degree dayso Virtually all one to four unit homes in Minne-

Page 8: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

apo1i s are heated wi th gas $ Our recommendat ions, of course, are tai lored tothis climatee We cover these four components of conservation:

le Furnace and Appliance EfficiencyWe educate and motivate residents to:a) Maintain their existing appliances$ We emphasize that they clean

refrigerator coils and furnace filters. Our furnace and boiler flyerdiscusses options for improving the overall efficiency of the exist­ing heating system~

b) Buy high efficiency furnaces and appliances~ We explain EnergyEfficiency Guide labels@ Our energy audit estimates costs and savingsfor heat; ng system rep1acements, whi ch can be fi nanced through theEnergy Banke

2~ Use HabitsWe stress the three items that we believe offer the largest savings andare the most widely applicable:a) Setting back the thermostat--Several studies have shown that consist­

ent ly keepi ng 1i vi ng space temperatures lower reduced annua1 spaceheating costs~ Estimated savings of 3 percent per degree perconsistent setback are reasonable~ While this fact may seem likeold news to people in the energy fi d, many members of the generalpublic still remember information provided by the utilities thatsetting the thermostat back costs as much or more because theheati ng system had to work harder to get the house back up totemperature ~ And even those who understand the potent i a1 savi ngsare seldom aware how large the savings are~

b} Lowering the water heater setting- ....The National Bureau at Standardsas estlmate t at re clng water heater settings 20 F reduces

energy use for water heating about 13 percent in conventional gaswater heaters with a standard level of insulation (Palla, 1979)~

c) Efficient use of existing shading .... -Keeping shades on the north sideof the house closed all winter and shades on the other sides closed

ni ght resul tin savi ngs for most homes ~ The shad; ng reducesant heat loss from the house~ It also reduces radiant losses

from the body to the cold glass This increases comfort noticeablyand may allow add; anal reductions in space temperaturee

so ask the participants for no-cost suggestions3 This usuallyngs out the other important things people can dO$ For those who are

highly motivated, we offer a list of other good energy habits on theUTicket Lower Fuel llsBi (Appendix I)~

We use repetition and action to encourage people to follow these threerecommendat i ons ~ They read them on the "Ti cket II and then hear them at theevening meeting~ We tell them to go home and do it that ni and then onSaturday we ask them how it wente

Page 9: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

30 Low Cost Improvements

We start by emphasizing that low cost work is not just caulking and weather­stri ppi ng, and that they cannot assume that they have "done ; t a11 11

• Weoffer state-of-the-art recommendations based on recent research from Prince­ton Uni versi ty that di scovered IItherma1 bypasses II, or hi dden 1eaks 0 TheHouse Doctor approach developed to seal them is relatively unknown to thegeneral public ..

First we explain how to isolate the heated box by sealing and insulatingand following these three rules (Harrje, Dutt, and Gadsby, 1980):

a) Seal from the i nteri or ~ Much of the rnoi sture that causes damage incold building cavities gets there through cracks (Dutt, 1979), andsea1i ng from the i ns1 de of the 1i vi ng space reduces thi s movement ofrnoi st a; r through cracks.. A1so, it is easi er to sea1 the cracks fromthe inside~

b) Seal and insulate at the same boundary .. Both must be done in order tobe fully effective.. InSUlating the wall between a porch and living­room, but sea1i ng the wi ndows and doors on the outs ide wa11 of theporch, a11 ows warm ai r to move into the porch from the house, throughthe cracks.. The heat wi 11 then flow to the outsi de by conducti onthrough the uninsulated walls ..

c) Seal before you insulate~ Openings are easier to find at this time,and sealing them will make the insulation more effectiveo

Next, we utilize slides and model demonstrations to explain why and how touse the House Doctor approach to seal bypasses and reduce infiltration in theseareas:

attic

, yea and Sinden (1978) determined that nter heat loss throughated cs was several mes larger than expected from standard

culations .. The discrepancy was found to be due to previouslyzed heat transfer which bypass attic insulation" 81Bypassesll

r In some cases warm air exfiltrates fromspace the c, but more commonly no net exchange of living space

outside r is involved~ Rather, heat conducted into buildinges (around chimneys, dropped ceilings, etc~) and then carried into the

r movement (Harrje, Dutt and Beyea, 1979) <? -SYpasses reduce theveness of added attic insulation in a typical house by 30 to 70

n"""'V\h,..nlll"llT Dutt, Beyea and Si nden est i mated that e1; mi nat i ng such bypassessave 10 percent of residential space heating energy use in a typical

the potential savings are so large, we stress sealing attic bypassesmore than any other low cost measure0 We make every effort to overcome

residents i inherent distaste for their attics and get them to seal bypasses~

slides and survey cover bypasses around the chimney, soil stack, openwall cavities, attic door and electrical wiring~ The attic model demonstra-

Page 10: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

Page 11: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

tion shows the use of fiberglass and void filler to seal around thechimney and soil stack .. We provide fiberglass, void filler and caulk toseal bypasseso

Reduci infiltration

Infiltration is thought to account for 25 to 40 percent of total heatloss in a typical home, so it is an important heat loss to address0Attic infiltration sites are most critical because of the thermalcoupling effect; however, living space infiltration sites also causesignificant air exchange and create drafts that can reduce comfort and1ead to increased thermostat setti ng 19 Recent studi es have shown thatwi ndows and doors are not as important i n 1eakage as they were onceassumed to beo The wall/floor interface, sole plate, duct leakage withinwall cavities, and other leakage sites are often more significant .. Andas much wi ndow and door 1eakage occurs around the frame as through themovable joints6

We do not try to press residents to seal every conceivable leak~

Instead, we encourage them to focus on attic bypasses.. We suggest theywork on 1i vi ng space 1eaks that can be sea1ed wi th a modest amount ofeffort and materi a1s ~ We show s1i des of doors and wi ndows, fi rep1aces,out1ets and swi tchp1ates, ho1es and baseboards 0 Our 1; vi ng space mode1teaches res; dents how to weatherstri p the; r doors, si nee 1eakage arounddoors creates scomfort much greater than the leakage rate mightsuggest.. The home survey covers doors, fi rep1aces, out1ets and swi tch­plates; areas to caulk and shower flow restrictors .. Materi s providedinclude: doorsweeps, plastic V-weatherstripping, caulk, void filler,

ass, outlet gaskets and shower flow restrictors ..

basement leaks and insulati the rim

Some of the most significant air leakage sites (for example: the sillplate and poorly fitting windows) are in the basement~ In addition, manyhouses have uninsulated rim joists with very low R values (4 .. 5) that canbe insulated cheaply and easily .. We stress that savings possible fromlow cost improvements to the basement are second only to those for the

c.. S1i and i 11 the m joi and 1eakage areasthe 11 plate, around basement windows, at plumbing and wiring

penetrations and foundation cracks The model demonstration showsthem how to insulate and seal the rim joist~ Enough fiberglass isprovided insul about half the m joist area in most homes0 Caulk,rope caulk, berglass and d 11er are provided to seal leaks&

of the low cost measures, we use several techniques to encourages to do the work~ We point out the saving and comfort possible&

out the same sites i n the s1ides, the home survey and theprovide free materials .. We provide on-site advice during the

audi t and on the work day $ We use the mode1sand cajo1i to overcomees I fear of tryi ng somethi ng new ~ And, we arrange to have the lowwork done for seniors and handicapped people~

How much energy has N~E .. W" saved? A recent eval on N.. E.. W.. partici ....pants revea1ed three thi ngs: (1) a majori of househo1ds studi ed showed

Page 12: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

modest savings consistent with the low cost retrofits recommended at N.EoW.and showed a 7.3% savings in weather-normalized, total annual consumption;(2) the 7.3% savings of N~E.W& participants is significantly higher thanthe 2-3% saved city-wide by non-participants; and (3) the individualparameter savings were due primarily to low cost changes (i.e. bypasses) inthe envelope, as oposed to changes in baseload or reference temperature.

4. Major Weatherization

The goal of the Operation Insulation (O~I.) program is to insulate oneto four unit structures in Minneapolis .. 0.1 .. does not simply provide aservice, but rather a marketing approach targeted at homeowners whowould have put off or not considered getting major weatherization workdone .. At NeE.W. we discuss reasons why people don1t make major weatheri­zation improvements, such as fear, problems with contractors, lack oftime and money, procrastination, and skepticism of paybacks. 0.1. isspecifically designed to address and overcome these barriers. 0.1. is afour step process: audit, consultation, completion of work, and post­installation inspection~

a) The energy audit is performed by a non-profit communitygroup@ Oneor two major IIproblem areas" are prioritized for the homeowner(Appendix III)~

b) An individual consultation by City staff involves a discussion ofthe uproblem areas tii with the homeowner,. Measurements are taken tocost out the job, based on standard pri ces agreed upon by contractbetween participating contractors and the citYG A contract iswri tten to get the work done ~ Energy Bank loan app1i cat ions arefilled out and any questions concerning the work are answered~

c) work is completed by one of ght participating city-certifiedcontractors, whose credit history, work record,and level of experi­ence have been carefully screened by the Energy Office~ Work isdone a xed, reduced ce and according to speci c standards~

d) A post-i lation inspection th an infrared scanner is providednce the work is guaranteed by the Ci ty 0 If there is more than a

ten foot void, the contractor must fill it~ (95% of atticpassed and only 28% of dewall jobs have failed so far~)

As of June 1984, approximately 700 homeowners have had consultationsand 500 have signed contracts to do $700,00 worth of major weatheriza ....

on work nee O~I0 started in October, 1983~ Energy Bank loansgenerated through N~E0L~@ during this period increased from 5% to 60%;this dramatic increase can only be attributed to the fact that O~I0 hassucceeded in vating homeowners to make major weatherization improve­ments~

fviany changes in the N~E0WO prograrn have been made since 1981 and allhave been aimed primarily at these three objectives:

1 ~ Increasing the rate at which the program could be delivered to thewhole city (number of neighborhoods per year) and the percentage ofparticipation within each project area0

H-l

Page 13: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

2~ Increasing the cost effectiveness of the programw

30 Incorporating major weatherization into the program and using theexisting marketing approach of N0E~W0 to serve the entire city withmajor weatherization by 1986 ..

In general, the same changes that have increased the rate of participationhave also increased the cost-effectivesnesse NeEoWe IS changes have evolvedin three phases: In the fi rst phase of the program, our workshops averagedonly about thirty participantso The project coordinators handled all aspectsof N.. E.. W.. and they used many vo1unteers through nei ghborhood groups andcommunity schools~ We were more staff-intensive in the beginning and ourcosts were higher .. Later, part-time staff were hired to help the coordi­nators by door-knocking, setting up for the meetings, and doing miscella ....neous off; ce work.. A1though we hi red more staff, our househo1d cost waslower because production was higher .. Finally, as our reputation has grownthroughout the city, we1ve been able to eliminate staff .. For instance, wenow rely more on rnai 1i ngs from Ci ty Counci 1 Members and the Energy Offi cethan from doorknocking by paid staff ..

The other program area where si gni fi cant changes have been made i s therole of major weatherization in N~E~We We are currently using the marketingapproach developed by the low cost weatherization program (N .. E.. W~) todeliver the major weatherization program (001&) to the entire city~ We alsoplan to use this highly successful delivery mechanism with low.... income andmul -family weatherization programse

Similarly, N~EeW~'S proven cost-effective, neighborhood-oriented market­ing approach could be applied to energy programs in any part of thecountry, no matter what the size of the community, income level or sourceof fuel of participantse

REFERENCES

Dutt~ G.. S" 9 1979, Condensation in Attics: Are Vapor Barriers Really the Answer? andSui 2(1979) 251-258~

Dutt, G.. S.. ~ J.. and F .. W.. Sinden, Attic Heat loss and Conservation Policy, presented atTechnology Conference and Exhibition (ASME), Houston? Texas, November 19780

Dutt, 1979, Condensation in Attics: Are Vapor Barriers Really the Answer?2 (1979) 251-2580 -.-.;;;..;.----~-

Pella? Robert L.. ~ 1979, Evaluation of Energy-Conserving Modifications for Water Heaters,National Bureau of Standards NBSIR 79-19830

For SUPPLEMENTAL APPENDIX contact:

Mary Jane BrummittMi is Energy Office

City Hall, Room 334Minneapolis, MN 55415

SPECIAL ACKNOWLEDGEMENT

OGata Bonnie Esposito, whodeveloped the NeighborhoodEnergy Workshop Programand who is my mentor~

Page 14: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

H-131

Page 15: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

Page 16: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

1. KIT All these items are included:iJb ~coulk

• caulk• Outlet and swltchpl0t8 gaskets (foam)* OUtlet sofeiy plugs• Mask

2. FOAM WEA1HEISI'RtPPING___ For otttc trap doors3..FlOW IBfRICTOIS____ Number of showers4. DOOR SWEEPS___ II of doors leading to

unheated areas needingdocnweep8

5. V..srmPMATH~# of ft. needed for patching. 'l!

H-159

___ t# of doors leading tounheated areas needingcomplete weatherstriPPIng.

6: AI&GLASS INSUlATION--i.bmL Stufftng fiberglass tor bypasses

Attlclkneewall entrance-ft. x__ft. door>lJAccessible Basement RimJoIs1s L.-ft. total length) $

Unused fireplace___ft. x-ft.$

7.VOOFW.m#I of ft. of 1/4" dJameter@#I of ft. of 3/8" dJameter0# of ft. of 1/2" dlameter'l!# of ft. of 7/8" dJameter 0

BRUMMITT

Page 17: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

BRUMMITT

_____ dlorrteter"

--Ifouflets----.J1 switchpkJtes-61 safety plugs

__coulk

-------In. void fillets_____ dlametef"

__6 of showers

_____~C

__coulk

-----StuffIng fiberglass

--dOOBWeeP

_____,dlametef C

--SMfing fibafglass

__coulk

-stuffing fiberglass-1n.voldflller c

-----StuffIng tlbsrgkm----PIos1lc shae1lng

__ ft.x __ ft. c

stripping

---fOPS oculk--SMfing ftbergkD----In. vokt fll&er"

__coulk

.----in. void fillets

_____d~..__coulk

-In. void f11&er c

______ diameter ..

__coulk

~__coulk

----in. void tiller·

...Iook_

_ .WItnil AnIC

R!mJ<*t

(~~.

• ....,....ADY TO.r

H.... l60

Page 18: MARKETING A CONSERVATION PROGRAM THROUGH …€¦ · houses on a block; a ten-block area will normally produce 100 to 150 partici pant households0 Costs per household decrease as

SIDEWALLS

ATTIC

$352/YR~

$ 63/YRto

BRUMMITT

omments

SUNPORCH ATTIC AREA UNINSULATED AlSOo

a 2

PlINNEAPOLIS HOPIEE R I

How energy efficient is your house?

Worst(No EnergyFeatures)

ami

AverageInsulated

House

Best(lowest

Hea ti ng Bill)

222

I hereby authorize the Minneapolis Energy Office toprepare a Home Energy Action Plan based on the prioritiesagreed upon above, and to utilize past gas data@

Homeowner's Signature


Recommended