Innovation Hub / Extreme Weather Insights & Targeting

Local Extreme Weather Messages Increase Performance

The National Wildlife Federation and the Innovation Hub analyzed the impact of localized extreme weather messaging and found it DOUBLED donations. It’s a promising result, and this data from the National Oceanic and Atmospheric Administration (NOAA) is available FREE to you on the Hub.

This pilot analysis examined geographies impacted by extreme heat in the spring and summer of 2021 (based on deviation from normal temperatures and the duration of the heat wave). ​​​​​​​We partnered with the National Wildlife Federation in using this data to examine the performance of two emails about extreme heat sent in July. We found people in the ZIP codes experiencing extreme heat for at least two consecutive days responded at a higher rate (results statistically significant). This finding backs up recent polling featured in the Environmental Polling Consortium and the Yale Program on Climate Change Communication, which shows local extreme weather impacts opinions.

An additional 13 data sets from the NOAA have been acquired with data by county, ZIP code, and congressional district. This data is available for use, and helps organizations match the right local extreme weather message/creative to the people impacted by that particular extreme weather. 

Brown and white barn owl in a field of wildflowers

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