At REACH, we’ve been thinking a lot about the role Community Choice Aggregators (CCAs) play in their communities, and how residents experience them.
CCAs are designed to serve local priorities. They’re created by communities, governed locally, and focused on delivering real benefits to the people they represent.
But even when that work is happening, many customers experience CCAs at a distance. Energy systems are complex, and it isn’t always clear to residents which organization is responsible for the programs and opportunities available to them.
That’s where community presence becomes essential.
We recently fielded a survey to see what Californians had to say about their local CCA.
Only 10% of respondents said they had ever interacted with their local CCA in person.
That number highlights a major opportunity.
When customers haven’t encountered an organization directly, it can remain abstract, even if its programs are delivering real value.
But the research also revealed something encouraging.
But for respondents who had interacted with their CCA face-to-face, more than 90% said the experience improved their perception of the organization.
In other words, even a single moment of direct engagement can significantly strengthen trust.
VISIBILITY TURNS PROGRAMS INTO RELATIONSHIPS
Most CCAs already engage with their communities in meaningful ways. Teams attend events, partner with local organizations, and host informational meetings.
Those moments matter more than they might seem.
When customers meet the people behind the programs, the organization becomes easier to understand and relate to. Questions can be answered. Concerns can be addressed. Programs start to feel less like abstract initiatives and more like real opportunities.
Over time, those interactions build familiarity.
And familiarity builds trust.
SHOWING UP WHERE TRUST IS BUILT
Community engagement doesn’t require being everywhere at once.
Instead, the most effective CCAs focus on being present in the spaces where trust naturally develops: local events, neighborhood gatherings, town halls, and partnerships with organizations residents already know.
These touchpoints help transform awareness into something deeper: a sense that the organization is accessible, responsive, and part of the community itself.
STRENGTHENING COMMUNITY ENGAGEMENT
At REACH, we help CCAs translate strong programs into visible, community-centered engagement strategies.
That means refining messaging, aligning outreach with meaningful local touchpoints, and helping organizations build trust through consistent, human connections.
Because when customers have the opportunity to meet the people behind the work, the impact of that work becomes much easier to see.
And trust tends to follow.
