Rate Change
Communication

For Electric Cooperatives

Ease Fears About New Rates.

Explaining what’s changing, why it’s necessary, and how members may be affected with timely information, practical resources, 
and clear next steps can prevent misinformation and build confidence in your co-op’s rate design.

Communicate rate changes before members write their own story.

Communicating rate changes is one of the most challenging parts of a co-op communicator’s job. If you communicate changes too late, or not quite right, it can breed uncertainty, anxiety, and rumor. We help electric cooperatives explain complex changes clearly while protecting trust, satisfaction, and board confidence.

Create Member-First Campaigns That Ease Fears

We help co-ops translate complex rate changes into member-first campaigns that protect satisfaction and preserve trust.

Our approach combines clear messaging, practical education, and targeted distribution so members understand why changes are happening and how they’ll be affected.

What sets our rate change campaigns apart

  • Strategic timelines that build transparency and strengthen 
member trust.
  • Messaging that protects member satisfaction and reinforces the 
co-op difference.
  • Make complex rate design information understandable 
and approachable.
  • Share information with members before they fill in the 
information gaps.
  • We use NRECA’s Acknowledge–Accept–Add framework to guide member understanding.
  • Empathy-first communication that recognizes member concerns 
and responds with clarity.
  • Visually compelling design that makes information easier to trust and understand.
  • Interactive tools like calculators and usage personas that help members see how changes affect their own bills.
  • Detailed FAQs that anticipate questions and address concerns 
head-on.
  • Multi-channel reinforcement through member newsletters, email, 
bill inserts, social posts, community meetings, and more.
  • Highlights expanded member support during the transition

A Rate Education Journey That Works

We approach rate education as a guided, multi-touch learning journey, not something members should understand and adopt right away. 
Our rate change communication approach walks members through five stages: awareness, how it works, bill literacy, personalization, and action.

1

Orientation and Awareness

Introduce the rate change with clear, consistent framing across channels. Focus on why changes are happening, what’s changing, and when through diversified campaign assets.

2

Understanding the “How It Works”

Build foundational knowledge of rate design and how bills are structured through an educational content series that explains cost-of-service, fixed vs. variable costs, and rate structures such as TOU or demand.

3

Bill Literacy and Personal Relevance

Help members connect the rate structure to their own bill and usage patterns through bill calculators, customer service support, and rate structure tutorials.

4

Personalization Through Usage Scenarios

Make the information relatable by showing how different member types are affected through personas, case studies, and targeted communications.

5

Action and 
Behavior Change

Empower members to respond with clear, achievable steps through program enrollment pushes, peak hour reminders, actionable tips for reducing energy use.

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Your rate change communication campaign can be applied across your channels, including:

  • Workshops, town halls, and annual meetings (in-person and virtual)
  • Direct mail and bill inserts timed to key milestones
  • Email journeys segmented by engagement and member type
  • Social media campaigns with consistent visual identity 
and messaging
  • On-bill messaging and member portal/app placements for 
high visibility
  • Customer service training and internal alignment to ensure 
message consistency
  • Video content (short-form and explainer) to simplify complex topics

What Our Co-op Communicator 
Clients are Saying About Their Campaigns

Our experience with The Marketing Dept. has been overwhelmingly positive. The work they have produced for us has been timely, professional and aligned with our brand identity.

Alex Shelley, Communications Executive, San Miguel Power Association

Past Work

SMPA Time-of-Use Campaign

We built a Time-of-Use campaign around real member personas, helping their members understand not just when to use electricity, but why it matters.

SDCEA Three-Part Rate Education Center

We developed a rate education center, a pillared web experience that breaks down demand and rate structures into something members can actually understand.

MPE Rate Design Explainer Video

We produced an animated video campaign explaining electric rates using relatable personas to highlight safety, fairness, reliability, and sustainability.

YVEA Transmission Demand Charge Explainer Video

This animated video introduces YVEA’s new Transmission Demand Charge with empathy and clarity. 
It explains the new line item, why it matters, and how simple changes can help members control their costs.

Get ahead of your rate change communications.

Call us today (970) 765-8131