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 significantly impacts performance—as much as DOUBLING 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.

These pilot analyses 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) as well as 10+ extreme weather types historically. ​​​​​​​We partnered with the National Wildlife Federation in using this data to examine the performance of emails about extreme weather in the summer of 2021 and the fall of 2022, both demonstrating significant impacts. 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.

14 data sets from the NOAA and AirNow 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. For help actioning this data, see the playbook deck and webinar found here.

Brown and white barn owl in a field of wildflowers

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