Acton’s coaches help people adopt clean energy upgrades

MMA Innovation Award winner, From The Beacon, February 2025

As the town of Acton pursues its climate goals, a community-focused program has embraced a new spin on an old adage: Clean energy begins at home.

In February 2023, Acton launched a Clean Energy Coaching program to help residents and building owners navigate the complex world of energy upgrades, from installing heat pumps and solar panels to buying electric vehicles. Trained volunteer coaches from the community provide free consultations and educate people about clean energy options, with support from Adobe, an energy management and consulting service.

“This program reflects Acton’s commitment to speed the transition to a clean energy future,” said Andrea Becerra, Acton’s sustainability director. “With support from our dedicated volunteers, the program empowers residents and building owners with the tools, knowledge and support they need to make informed decisions about clean energy upgrades.”

The coaching program has grown out of Acton’s overall efforts to address the climate crisis. In 2020, Town Meeting declared a climate emergency, calling for net-zero emissions by as soon as 2030. Two years later, the town’s Climate Action Plan established a set of targets to address both municipal and community-wide emissions emanating from transportation and buildings.

“When we studied where the emissions in Acton were coming from, almost 40% of the emissions were coming from buildings,” said Jim Snyder-Grant, an Acton Select Board member and one of the program’s coaches, on a June 2023 episode of the “Acton in Focus” cable show. “So we needed to understand — how can we work with our 8,000 buildings and their owners to help each of them understand what each of them can do to reduce their fossil fuel use? And that’s where the idea of the energy coaches came in.”

For many, the prospect of switching to more sustainable energy options can be daunting — understanding the technology, evaluating companies, and managing the costs, among other challenges. Select Board Member David Martin, also a volunteer coach, created a virtual tour of his all-electric home to show the changes he had made.

“Many people in town are interested in making their houses net-zero or carbon-free, but it’s very difficult to know where to start,” Martin said on “Acton in Focus.”

The program has 13 volunteer clean energy coaches from the community, which adds a level of trust and legitimacy to the program. The coaches help residents and building owners through home visits, phone calls and emails. Acton also has three clean energy advocates to promote the program and ensure its momentum.

Now starting its third year, the program has shown results: As of this past fall, the program had received 211 requests for guidance, and three-quarters of those surveyed reported taking steps toward a clean-energy upgrade or purchase after participating in the program.

The program has proven to be cost-efficient as well. In fiscal 2023, Acton spent $6,500 for startup costs and the first round of coach training. Another $2,300 was spent in fiscal 2024 for training, website maintenance and outreach materials. And about $2,100 in the current fiscal year for website maintenance and outreach materials. The town used a combination of budgeted funds and money from the American Rescue Plan Act, according to Town Manager John Mangiaratti.

The town has also undertaken a robust effort to promote the coaching program, officials said, through social media posts, digital newsletters, in-person events, media interviews, flyers, direct mail, a street banner, and commercials. The town recently produced a humorous ad for local television, comparing the program to the coaching of a college football game at the “University of Clean Energy.”

“We’re proud of the success we’ve seen and the momentum we’re continuing to build in Acton,” Becerra said. “And we are excited to see how the program will continue to grow and stay innovative in response to the community’s needs.”

For more information about Acton’s Clean Energy Coaching Program, please contact Town Manager John Mangiaratti at jmangiaratti@acton-ma.gov.