Effective Engagement While Scaling Up: Lessons from a Citizen Science Program Transitioning from Single- to Multi-Region Scale

Abstract

Engagement strategies are central to the success of community and citizen science (CCS) initiatives; however, relatively little has been written on approaches that support project growth. Here, we assess the four components of the Mountain Rain or Snow engagement strategy (recruitment, training, activation, and retention) as the project transitioned from one region to four to increase participation in documenting precipitation phase. To scale up, we replicated the structure from our single-region effort in new regions while using place-based text messaging with observers across broad geographic areas and a localized approach to building partnerships. We use two sources of data—a participant feedback survey of 443 respondents and participant analytics of 877 new sign-ups and 13,017 observations submitted during the study—to evaluate success relative to project goals established at the outset of the expansion process. The Mountain Rain or Snow engagement strategy met project-wide goals for growing our observer network, for data collection, and for maintaining observer satisfaction with communication tools. We did not meet region-level goals for recruitment and activation in one location. Diverse partnerships and approaches to amplification supported recruitment success for this project. Survey data show that 85% of respondents found our novel approach to training helpful, and 82% found activation text messages helpful to understand when and how to participate. Feedback on communication preferences show that there was unmet demand for text messaging. Our evaluation found that a consistent structure across regions coupled with place-based messaging enhanced engagement while scaling up.

Keywords

• engagement
• engagement strategies
• community and citizen science
• project evaluation
• scale
• communication