One Change 2009 annual report

Opening new doors.2009. A yeAr of firsts for one ChAnge.

AnnuAl rePort 2009

highlights

2009. A big year for our little NGO.

We celebrated grassroots action in Alberta, greened

a Tower and recognized Catalysts.

We became a UNEP partner at a glittering Gallery

reception and got charitable status.

We attracted leaders to our new US Board.

Begley, Bondar and Brodeur said “Simple actions

matter,” changed bulbs, pumped up tires and saved!

We moved beyond bulbs, reached another million

homes, met thousands of new volunteers from Puget

Sound to the Jersey Shore and lost a dear friend.

Change is in our name. This is our update.

One Change empowers people to believe that simple actions matter, and to make smart choices that protect the environment.

One Change is a United Nations Environment Programme (UNEP) Partner

one ChAnge AnnuAl rePort 2009 1

IN 2009, One Change went beyond bulbs by rolling out a new fuel efficiency campaign. Over 100 volunteers distributed 13,000 digital key chain tire gauges door to door and trained thousands of people across Ottawa on how to maintain proper tire pressure. Once again, One Change made energy conservation and environmental change accessible and personal by focusing on a simple first step.

our story One Change was formed by a group of friends in 2005 who decided to make it possible for everyone to start on a path to smart energy and environmental choices. In four short years, One Change’s mantra “Simple Actions Matter” has spread across North America. Over 12,000 volunteers in 900 communities have been trained to be spokespeople for real grassroots action. Governments,

corporations and NGOs have been brought together in pragmatic new partnerships. Millions of people have been moved from awareness to action and have been empowered to believe that simple actions matter.

And we’re just getting started.

taking new action

2 one ChAnge AnnuAl rePort 2009

”

Message from the Chair

IT IS my PlEASUrE to highlight progress in 2009. One Change continues to grow and thrive and adapt to an ever-expanding scope of projects and initiatives.

Strengthened governance has been a key focus in the past year. The structure of the US operations has been defined and new talent for an independent US Board has been recruited. As well, policies and cross-border agreements have been concluded that will sustain continued growth.

Today One Change’s governance is strong with a foundation of personal spirit and commitment to our mission to empower people to believe that simple actions matter, and to make smart choices that protect the environment.

A significant achievement in 2009 was attaining charitable status in Canada and the US and the establishment of One Change as a foundation. This change of status is a testament to the clarity of the One Change mission and to the tireless dedication of so many talented people who believe in what we are doing.

As we look ahead to 2010, the Board and staff of One Change will continue to adapt to the many opportunities ahead. This means reaching out to government, business and community leaders.

A special thank you to Elizabeth Harvey and Ralph Rick for their leadership on the One Change Board. A special thank you also to my colleagues on the Board and the One Change management team for their continued passion and commitment.

Christine Hogan, Chair One Change Board of Directors

“one Change is a branding

machine. By partnering

with one Change, funders

have the potential to gain

the kind of social capital

required to make difficult

or controversial decisions

that affect the communities

in which they operate.

— greg lyle, innovative research group


Message from the founder and president the medium is the people

One Change harnesses the

power of person-to-person

communication to create

new social norms that sustain

changes in behavior.

our operation

By ThE mIddlE Of 2009, someone suggested that a new internal mantra for One Change should be “bulb is a four letter word.” Thanks to the success of Project Porchlight, we realized that we were becoming widely known as “the bulb program people.” And that was a problem because our flagship campaign just can’t compete on price with a growing group of private companies that define energy conservation as hanging bulbs on doorknobs or dumping them in piles for free pick-up at malls and community centers.

So we started a dialogue internally, reached out to our partners, enlisted the help of a trio of branding gurus, and wooed three of the smartest US energy conservation minds to our US Board.

We decided that all we had to do was explain what we really do. We’re not a bulb program, or a tire gauge campaign. These are just the tools of our work. One Change creates new and diverse networks of people committed to positive change. If a friend or a neighbour communicates a message, you listen. If they give you a gift (like a bulb, a tire gauge or a water conservation kit), you owe them something in return. What we train volunteers to ask for in return is simple: Please act. Please, install this bulb, check your tire pressure, take this

Energy Star pledge. Consider these sponsor programs—like fridge recycling, weatherization, home energy audits. This magic moment of reciprocity is the heart of One Change. It has been quietly repeated in over 900 communities over 3 million times. Our medium is the people.

A free CFL is just a funny-looking light bulb, but a CFL delivered by a One Change volunteer is a catalyst for participation in other programs and the start of long-term commitment to energy efficiency. The lasting value of our work is in the strength of networks we create, how we bring leaders of diverse groups together and send them out to the streets to reach people that for many reasons are not responding to traditional marketing programs.

We’re not just getting people to change bulbs; we’re using bulbs and tire gauges and (this year!) water conservation kits, to change people.

Stuart Hickox, Founder and President One Change


Campaign SponSorSAlberta Environment, EnCana Corporation, City of Calgary, City of Edmonton

Campaign STaTiSTiCS

earned media stories 38events attended 145+

volunteers engaged 1,400+Cfl bulbs delivered 300,000

(800,000 total in Alberta)

EvaluaTion rESulTSCfl bulb recipients were significantly more likely to:

Purchase Cfl bulbs in the future

Think about ways to conserve energy in their homes

Be familiar with ENErGy STAr®

have a favourable impression of campaign sponsors EnCana Corporation and the Government of AlbertaA

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Campaign SponSorSPuget Sound Energy

Campaign STaTiSTiCS

earned media stories 33events attended 120

volunteers engaged 1,175+Cfl bulbs delivered 275,000


Think about ways to conserve energy in their homes

Believe that ENErGy STAr® products have a positive impact on the environment

Purchase Cfl bulbs the next time they needed to replace a bulb

have a positive impression of campaign sponsor Puget Sound Energy

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Campaign SponSorSNew Jersey Board of Public Utilities, New Jersey’s Clean Energy Program™

Campaign STaTiSTiCS

earned media stories 140+events attended 300+

volunteers engaged 2,500Cfl bulbs delivered 1,000,000+


Say they have purchased a Cfl bulb as a way to reduce energy consumption

Encourage others to conserve electricity

Be aware of NJCEP

have a favourable opinion of sponsor NJCEPNew

Jer

sey

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2009 campaigns


PrOJECT POrChlIGhT expanded across Alberta, Washington State and New Jersey in 2009, reaching over a million homes. Thousands of volunteers from all backgrounds were engaged and trained. From Puget Sound to Grande Prairie, Medicine Hat to Hoboken, people embraced the opportunity to be the spokespeople for simple first actions that lead to others. In New Jersey, volunteers were asked to promote a fridge recycling program while delivering CFL bulbs. The impact on participation in the fridge program was huge. One Change leads to others.

2009 evaluation highlights2009 evaluations of Project Porchlight demonstrate its effectiveness not only in stimulating customer demand for CFL bulbs and other energy-efficient products, but also in raising brand awareness and strong favourables for our sponsors.

Along with increased participation in partner programs such as ENERGy STAR®, the domino effect of our “simple actions” approach drives retail sales and builds social capital for our partners among their customers and constituents.

A new reachfrom coast to coast “Project Porchlight uses several

different social insights to encourage

the adoption of Cfl bulbs… light bulb

recipients make a commitment

to their neighbors that they will install

the light bulb as a symbol of their

commitment to the effort—an action,

which also provides a first step

in shaping their identity as someone

who is willing to take action to reduce

their environmental impact.

— Dr. Karen Ehrhardt-Martinez, research Association, American Council for an Energy-Efficient Economy (ACEEE), Hearing at Congress, Washington D.C.

”their environmental impact.

”their environmental impact.

social marketing meets social media

over 900 active followers on twitter.

over 1,500 members of our facebook group.

More than 27,000 views of videos on our youtube channel

ONE ChANGE IS EvEryWhErE people gather. On front porches, at school, over pot lucks after Saturday practice, at community events. And, on-line. Click and connect with us.


Big changes in 2009ThrOUGhOUT ThE yEAr, we made significant progress in expanding the One Change brand and showing our appreciation for those who help make it possible to spread the message that simple actions matter.

Catalyst AwardsOn April 15th, hundreds of guests including influential sponsors, politicians, and VIPs gathered at the National Gallery of Canada for the first annual One Change Catalyst Awards. The event was created to recognize people and organization leaders who are catalysts to change in their own communities. Guests included former

Liberal Party leader Stéphane Dion, former Ottawa Mayor and MPP Bob Chiarelli and representatives from EnCana corporation. Ontario Environment Minister John Gerretsen and Amy Fraenkel, Director and Regional Representative of the UNEP Regional Office for North America (RONA) spoke at the event.

The event also highlighted One Change’s new North American partnership with the United Nations Environment Programme (UNEP) and provided an opportunity to announce the new One Change fuel efficiency pilot project.

Charitable status in Canada and the usAWe achieved charitable status as One Change Foundation in Canada as of October 2009 and as Project Porchlight Inc. in the US as of April 2009.

One Change is a United Nations Environment Programme partner

ENCANA COrPOrATION ANd vICE-PrESIdENT flOrENCE mUrPhy EnCana played a critical role in bringing Project Porchlight to 250 communities across Alberta, in partnership with Alberta Environment, and the cities of Calgary, Edmonton and Medicine Hat. As VP for Community Investment, Florence Murphy embraced the One Change approach as a complement to EnCana’s corporate social responsibility mandate.

vErmONT ENErGy INvESTmENT COrPOrATION ANd mANAGING CONSUlTANT ChrIS GrANdA Chris Granda is a pioneer and veteran of US energy conservation program development and has been instrumental in bringing One Change to the United States.

hIS WOrShIP ThE lATE CAlvIN KrUK fOrmEr mAyOr Of dAWSON CrEEK ACCEPTEd By WIfE fAITh KrUK Mayor Kruk was a passionate community leader and visionary who understood that real change can only happen when everyone has an opportunity to participate.

mP dAvId mcGUINTy David McGuinty has been a staunch supporter of One Change since 2005. He brings the spirit of empowerment and public engagement to his role as an MP and is a tireless advocate for positive, pragmatic change.

2009 CATALyST AWARD RECIPIENTS


ThE CAlGAry TOWEr has long been a beacon for a strong and confident West. Now it also represents smart choices and environmental action. On March 15th, One Change replaced the bulbs on the Calgary Tower as part of a celebration to mark the end of the successful Alberta-wide Project Porchlight campaign.

The green-coloured CFL light bulbs were donated to the Calgary Tower by One Change as a way to highlight the collective effect of the 800,000 CFL bulbs that were handed out across the province by over 3,500 volunteers. The bulbs were changed to white CFLs a few days later; the bulb change means the Calgary Tower will save $12,000 per year in energy and cut 104 tonnes of greenhouse gas emissions.

Over two thousand volunteers and supporters from all over Alberta were invited for the bulb change-out at the Tower and were honoured at a volunteer celebration event at the Telus Convention Centre. Guest speakers included Minister of Environment Hon. Rob Renner, EnCana Corporation Executive Vice-President of Corporate Relations Gerry Protti and Calgary Deputy Mayor Brian Pincott. The event was headlined by Grammy-nominated Emerson Drive and hosted by actress and columnist Mag Ruffman.

� Emcee mag ruffman4 greets minister of4 Environment hon.4

rob renner at One4 Change’s Simple4 Actions Matter in4

Alberta celebration4�event.4

6�lois Wozney (EnCana) and Stuart hickox change a bulb on the Calgary Tower.

Calgary tower turns green

5�Emerson drive entertains the volunteers.


Campaign SponSorSNatural resources Canada (NrCan), Canadian Tire Corporation,The Ontario Trillium foundation

Campaign STaTS

earned media stories 57events hosted 19

volunteers engaged 100+tire gauges delivered 13,000

EvaluaTion rESulTSTire gauge recipients were significantly more likely to:

Indicate that checking tire pressure would significantly reduce fuel consumption

Say they would check their tire pressure over the next six months

Indicate that they would change their air filter

Believe that campaign sponsor Canadian Tire, One Change and Be Tire Smart are reliable sources of information about vehicle fuel consumption

Say that Canadian Tire’s association with the One Change fuel-efficiency campaign would increase their likelihood of shopping at Canadian Tire and increased their perception of Canadian Tire as a socially responsible company committed to the environment

Psst! WANT TO SAvE mONEy, cut pollution and prevent traffic accidents? Keep your tires properly inflated.

In August 2009, One Change rolled out a new action campaign, this time about fuel efficiency. The sound the tire gauge makes, “Psst!,” is the call to action. The Ottawa pilot project included a media-focused reveal campaign with street signage, stickers, transit ads and radio PSAs. The pilot generated over $100,000 of earned media as people wondered: Psst what? 500 people attended the launch event for the six-week campaign. Over 100 volunteers distributed 13,000 digital key chain tire gauges to Ottawa drivers door to door and at nine fuel-efficiency training clinics held at Canadian Tire locations across the city. The campaign built on awareness generated by Project Porchlight in 2007 and took energy conservation engagement an important step further; participants gained hands-on training and prompts to sustain behavior change.

The free key chain tire gauges will result in a total reduction of over 1,182,000 kg of CO2 emissions, fuel savings of $1,170,000 for Ottawa drivers and will help prevent traffic accidents.

Like all One Change campaigns, the fuel-efficiency pilot was based on a stunning statistic: If every Canadian driver kept their tires properly inflated, together we would save over $600 million per year on fuel and cut 1.5 million tones of CO2.

Simple actions matter.

The One Change fuel-efficiency campaign is set to expand across two provinces in 2010 with exciting new partners and some familiar old friends.

one Change tackles fuel efficiency.


A passionate earthling.Dr. Roberta Bondar was Canada’s first woman in space and circled the globe 42 times. She’s a star. yet Dr. Bondar didn’t yet Dr. Bondar didn’t yhesitate when One Change invited her to participate in our down-to-earth fuel efficiency program and an Ottawa event that One Change co-hosted with the United Nations Environment Programme (UNEP). On September 10th, One Change welcomed Dr. Bondar and UNEP RONA Director Amy Fraenkel to Seal the Deal!; part of the United Nation’s global campaign to encourage governments to achieve a fair, balanced and effective climate agreement when they met in Copenhagen for the December 2009 UN Climate Change Conference.

If we have anything to do with it, then we ethically have to do what we can to help. This is not just about being Canadian, it’s about being a passionate earthling.

— Dr. Roberta Bondar, Canada’s first female astronaut and passionate earthling

In Memory of John C. Mulvihill August 10, 1949–August 9, 2009

It was with profound sorrow that we lost our dear colleague,

friend and mentor—John C. mulvihill, Associate Executive director

of One Change. John was a man of tremendous personal integrity who

was passionate about life. After a career at the Canadian red Cross,

John came to One Change to share his considerable experience,

wisdom and compassion for people and the planet. his contributions

to One Change have made it possible for millions of people to

participate in simple actions that will help to make the future brighter.

We miss you, John.

”being a passionate earthling. ”being a passionate earthling.

““If we have anything to do with it, “If we have anything to do with it,


One Change is the kind of grassroots, proactive organization that shows individuals how they can make a difference on the planet and in their pocket book. I look forward to helping spread the word throughout North America. — Ed Begley Jr.,

veteran actor and renowned environmentalist

6��Project Porchlight volunteer Appreciation reception held November 23, 2009 in Newark, New Jersey to highlight six standout volunteers. Gayle Santos (centre) and Porchlight staffer dina morelli with actor and environmentalist Ed Begley Jr.

vOlUNTEErS mAKE One Change campaigns possible—people who are already working tirelessly and anonymously to improve the lives of the people around them. Increasingly, One Change is harnessing the power of national figures to encourage and recognize the service of these community leaders.

In November, environmental pioneer Ed Begley Jr. co-hosted the One Change volunteer appreciation event in New Jersey. He and star New Jersey Devils goalie Martin Brodeur also taped volunteer recruitment ads that will continue to build momentum for broad public engagement in simple actions.

Celebrity engagement

“One Change is the kind “One Change is the kind

”North America.”North America.

5 A dozen local boys and girls enjoy ice time with martin Brodeur, legendary Nhl goalie and One Change spokesperson, during the taping of a One Change Tv commercial in West Orange, New Jersey.


Water

What’s next for 2010?

2009 Campaign sponsorsProject Porchlight new Jersey

Project Porchlight Alberta Phase 2

Project Porchlight Puget sound

one Change fuel-efficiency Campaign

Natural Resources Canada

Ressources naturellesCanada

We have identified the catalyst action that will stimulate broad public participation in residential water conservation. A pilot project of the new campaign is scheduled for Q3 of 2010.

Fuel the fuel efficiency program is rolling across north America with outreach to new corporate, foundation and government partners.

New groundone Change has proven that “simple actions matter” in energy and environment. But the impact of getting people started with smart choices is universal. Join the discussion to help create new pathways to a healthier, happier planet.


Christine hogan Chair ottawa, on

vice President, Strategic Policy and Performance Canadian International development Agency (CIdA)

ralph rick ottawa, on

regional manager dana hospitality Inc.

Don singer TrEaSurEr ottawa, on

managing director financial management Institute of Canada

Christine Adam ottawa, on

Assistant dean, faculty of Arts and Social Sciences Carleton University

Kirstin grant lEad dirECTor new york, ny

director, Global human resources marsh & mclennan Companies

stuart hickox ottawa, on

President and founder One Change

gabriel Miller ottawa, on

Intergovernmental relations manager federation of Canadian municipalities (fCm)

rob Beckers ottawa, on

founder and President Solacity Inc.

Board of directors 2009Canadian Board members

lEGAl COUNSEl (CANAdA) Gowling Lafleur Henderson llp AUdITOrS McKay, Duff & Company llp


Kirstin grant lEad dirECTor new york, ny

director, Global human resources marsh & mclennan Companies

stuart hickox ottawa, on

President and founder One Change

gabriel Miller ottawa, on

Intergovernmental relations manager federation of Canadian municipalities (fCm)

rob Beckers ottawa, on

founder and President Solacity Inc.

Chris granda Burlington, Vt

founding PrincipalGrasteu Associates

Wendy reed Washington, DC

Social marketing Consultant Enviroreed

Patricia thompson san ramon, CA

vice President, regulatory Affairs Sageview Associates Inc.

leading us energy specialist and conservation program manager with more than 20 years experience and co-founder of ecos Consulting, which delivers efficiency programs for developing countries.

founder of the u.s. environmental Protection Agency’s energy stAr® Change a light, Change the World Campaign and a prominent energy consultant throughout the usA.

energy-efficiency and environmental expert with more than 15 years experience providing strategic and tactical guidance around the world.

u.s. Board members

senior management

Stuart Hickox founder and President

Steve Doty executive Director

Karin Bond Director, finance

Patti Laurin Director, human resources

full time staff

Andrea Thomas executive Assistant

Paula Moore receptionist

Debora Cossee Accounting Manager

Melanie Moore finance Clerk

Karen Powell Payroll and Accounting

Jane Hermanson Manager, systems Administration

Jason Bourdeau Database and logistics Coordinator

Christopher Kelly Project Manager, Business Development

Natalia Snajdr Campaigns organizer

Deb Gleason Manager, Campaign Practices

Corrie Rabbe Communications Coordinator

Neil McCallum Web Coordinator

ottawa headquarters staff

68 Chamberlain Avenue, suite 200 ottawa on K1s 1V9

t 613.232.5892 f 613.232.9504

1.866.585.6359

onechange.org

One Change

empowers people

to believe that

simple actions matter,

and to make

smart choices

that protect the

environment.

News & Politics

One Change 2009 annual report