Outreach and Enrollment Strategies For LIHEAP

Introduction

This compilation: Outreach and Enrollment Strategies for LIHEAP provides examples of outreach strategies, studies and proposals by and for state LIHEAP offices. These strategies have been gathered over the past two years as LIHEAP offices have endeavored to conduct program outreach, as well as to target outreach to specific populations and expand participation in their programs.

The compilation includes outreach as well as enrollment strategies because, in most cases, outreach was conducted in tandem with enrollment measures reflecting the states' goals of not only reaching, but enrolling more households.

The compilation also includes outreach strategies by entities other than LIHEAP. For example, utilities in a number of states offer low-income rate assistance, but it is estimated that on average, such assistance reaches less than 30 percent of eligible families. Thus, utilities, as well as LIHEAP offices, have been investigating strategies to reach and enroll more low-income households.

The compilation has five sections:

1. Outreach Overview: Provides perspective on why outreach is important to LIHEAP, and how its importance and its impact can change depending upon other mitigating factors such as program funding, home energy prices, weather, and media attention.
   
   
2. State and Other Entities Outreach Strategies: Includes outreach studies or plans for LIHEAP from several states, along with utility outreach strategies, and a proposal for outreach and enrollment from a proposed public benefits program.
   
   
3. Outreach Definitions: Provides definitions of terms used in the LIHEAP program and outreach publications.
   
   
4. Outreach Bibliography: Summarizes relevant publications on LIHEAP outreach, as well as publications from other low-income programs that have also researched outreach issues, and whose recommendations may be relevant to LIHEAP.
   
   
5. Outreach Materials: A sampling of outreach flyers, brochures, cards that LIHEAP offices have used to inform potential clients about the program.
   

Outreach Overview

The purpose of this paper is not to evaluate outreach and enrollment strategies, but to present a range of these strategies that have been tried by states and other entities. In fact, some strategies mentioned here cannot be evaluated because they were launched during the winter of 2001, in the midst of unprecedented energy price spikes and media attention, plus colder than normal weather. Thus, their effectiveness cannot be measured as accurately as it could have been had these events not intervened.

When is LIHEAP outreach necessary? Over the years, outreach has been a double-edged sword for LIHEAP directors. Too much outreach can strain the program leading to long waiting lines, overburdened intake workers, and frustrated households who have been turned away. Inadequately targeted outreach can result in LIHEAP benefits failing to reach the most needy or most vulnerable households.

Insufficient outreach can lead to declining caseloads or inability to spend the entire LIHEAP grant, a rare occurrence. However, concern over the possibility, or concern over being unable to spend extra state or utility funding should it become available, has prompted some states to examine their outreach strategies, to identify household categories they may have missed, or to develop new strategies to identify and enroll additional households.

During the winter of 2001, outreach was probably the last thing many LIHEAP offices thought they needed due to the unprecedented confluence of colder weather, escalating fuel prices and additional LIHEAP funding.

But just a year ago, things were different. In 1999 and 2000, a number of states were taking a very hard look at their LIHEAP outreach. The problem they faced: years of LIHEAP funding cuts, welfare reform, and expanding economies had impacted LIHEAP enrollment levels. States were concerned that if new funding materialized through federal increases or through utility restructuring, they would need to investigate and apply new and innovative ways to publicize LIHEAP.

That was the backdrop for at least two states, Colorado and Iowa, that conducted special outreach studies during the past year only to find that the weather, higher energy prices and media attention had intervened and hindered their plans for outreach.

Other states, such as Minnesota, Massachusetts, and Vermont did not conduct special studies, but they had developed new outreach tools and strategies that they were prepared to implement, and in some cases did implement, during FY 2000 and FY 2001.

Page Last Updated: September 24, 2009