Systems, methods, and other embodiments associated with predicting energy efficiency program participation are described. Embodiments of a method include obtaining load data for an energy customer, and determining an empirical load shape for the energy customer based on the obtained load data. A defined load shape that most closely matches the empirical load shape is selected for the energy customer. A data structure is generated to include the defined load shape, demographic data and/or site parcel data. It is determined that the energy customer is more likely to participate in an energy efficiency program than a different energy customer by applying a trained predictive model to the data structure. Transmission of information about the energy efficiency program is controlled by assigning a higher priority to a transmission to the energy customer than to a second transmission to the different energy customer.