Understanding engagement, marketing, and motivation to benefit recruitment and retention in citizen science

Hart, Adam G.; Adcock, David; Barr, Matthew; Church, Stuart; Clegg, Tamara; Copland, Samuel; De Meyer, Kris; Dunkley, Ria; Pateman, Rachel M.; Underhill, Ralph; Wyles, Kayleigh; Pocock, Michael J.O. ORCID: 2022 Understanding engagement, marketing, and motivation to benefit recruitment and retention in citizen science. Citizen Science: Theory and Practice, 7 (1), 5. 9, pp.

Before downloading, please read NORA policies.
N532370JA.pdf - Published Version
Available under License Creative Commons Attribution 4.0.

Download (658kB) | Preview


In November 2020, a meeting was held to explore what citizen science practitioners can gain from understanding engagement, marketing, and volunteer motivations in order to benefit recruitment and retention in environmental citizen science. This report summarises the lessons learned from considering the role of people as participants within citizen science; although we note that this is only one and, for some, a contested view of participants. Marketing and motivation studies highlighted the importance of knowing more about participants. Framing and user experience experts showed how to convert knowledge into tailored approaches that enhance engagement and retention. Other fields, including the world of commerce, have potential lessons for citizen science practitioners, especially those involved in top-down, mass participatory projects that require high levels of engagement.

Item Type: Publication - Article
Digital Object Identifier (DOI):
UKCEH and CEH Sections/Science Areas: Biodiversity (Science Area 2017-)
ISSN: 2057-4991
Additional Information. Not used in RCUK Gateway to Research.: Open Access paper - full text available via Official URL link.
Additional Keywords: engagement, motivation, participation, retention, ecology
NORA Subject Terms: Ecology and Environment
Date made live: 30 Mar 2022 15:13 +0 (UTC)

Actions (login required)

View Item View Item

Document Downloads

Downloads for past 30 days

Downloads per month over past year

More statistics for this item...