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 journalArticlepeer-review

25 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 - 2017
Externally publishedYes

Keywords

  • Citizen science
  • Public engagement with science and technology

ASJC Scopus subject areas

  • Communication

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