Growing Clean Energy Access in Underserved Communities
Organization: Triple Bottom Line Foundation (TBL Fund)
Project: Bridge Loan Marketing Campaign
Role: Marketing & Administrative Director
Timeline: October 2024 – March 2025
Goal: Expand TBL Fund’s project pipeline for affordable housing and energy-efficiency financing
The Challenge
TBL Fund needed to build a stronger pipeline of eligible clean energy and affordable housing projects for its innovative Bridge Loan program. Initially, outreach efforts were directed at property owners and managers—an audience that lacked both the awareness and immediate need for bridge financing. After a review of campaign metrics and a strategic target market analysis, we identified a better-aligned audience: rural cooperative energy organizations and Department of Energy grant recipients, particularly those participating in the Solar for All initiative. This pivot allowed us to refine our messaging and significantly improve engagement and lead quality.
As the Marketing Director, I led a full-funnel campaign using:
- Targeted email marketing with new segmentation
- LinkedIn organic and sponsored content
- Paid Google Ads
- A dedicated campaign landing page
I also collaborated with the Department of Energy’s Community Power Accelerator to reach rural developers.
Open Rate Increased by 25%
Click rate exceeded standards at 8%
Sales pipeline grew from $50M to $250M
This campaign reaffirmed my belief in listening to the data — and to the people. By shifting our message and focus, we found resonance, not resistance. This campaign helped deepen TBL Fund’s reach into rural markets and build lasting relationships with partners who were once out of reach.
Jacqueline Willoughby 