Volunteer recruitment and retention in online citizen science projects using marketing strategies: Lessons from season spotter

Alycia Crall, Margaret Kosmala, Rebecca Cheng, Jonathan Brier, Darlene Cavalier, Sandra Henderson, Andrew D. Richardson

    Research output: Contribution to journalArticle

    14 Scopus citations

    Abstract

    Citizen science continues to grow, potentially increasing competition among projects to recruit and retain volunteers interested in participating. Using web analytics, we examined the ability of a marketing campaign to broaden project awareness, while driving engagement and retention in an online, crowdsourced project. The campaign challenged audiences to support the classification of >9,000 pairs of images. The campaign was successful due to increased engagement, but it did not increase the time participants spent classifying images. Engagement over multiple days was significantly shorter during the campaign. We provide lessons learned to improve targeted recruitment and retention of participants in online projects.

    Original languageEnglish (US)
    Article numberA01
    JournalJournal of Science Communication
    Volume16
    Issue number1
    DOIs
    StatePublished - Jan 1 2017

    Keywords

    • Citizen science
    • Public engagement with science and technology

    ASJC Scopus subject areas

    • Communication

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