A Lawrence Berkeley National Lab report examined case studies of retrofit projects across the United States as examples of local approaches that saved considerable energy. A recent article in Greentech Media highlights some of the results:

“The bottom line is that providing information and financing isn’t sufficient,” [Merrian] Fuller said during a DOE Technical Assistance Program webinar. For starters, put the message in terms people know and understand. Sell something people actually want. “Often people already assume they’re doing everything they can, so figure out what messages get beyond that,” said Fuller. LBNL found that comfort, health reasons (such as reducing allergens or mold), appealing to people’s social norms or even becoming a self-reliant American were all preferable to just talking about energy savings, or even bill savings. “Don’t assume saving 20 percent on your energy bill will motivate people,” she warned.

She went on to note that communications styles matter. People need hard examples. Instead of telling people their house is leaking energy, instead they need to hear that their hard-earned money is literally flying up the chimney, or that their house is the equivalent of a car getting only 15 miles per gallon. Carl Nelson, the Program and Policy Manager at Center for Energy and Environment in Minnesota, said his group leaders go through training with an improv comedian to more effectively lead community information sessions. They also shy away from the word ‘audit,’ because after all, people rarely associate the word with anything positive. “We try not to make it boring,” said Nelson. “We set up the expectation that they’re going to have this home visit and commit to making a major investment in their home.”

You can read all of the case studies and the full report here.

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