Can inclusion of different levels of participation effort improve volunteer diversity and retainment in a citizen science project?

Citizen science is becoming increasingly popular and important due to the benefits it provides scientists, society, and the environment. However, challenges still exist with the recruitment and retention of demographically diverse volunteers for the success and growth of environment-based citizen science programmes. This study used an avian monitoring citizen science project to investigate (1) the effectiveness of different recruitment methods in obtaining different demographics (gender, age, education), (2) how demographics affect the amount of “participation effort” volunteers were willing to contribute, and (3) whether the amount of “participation effort” influences the intent to undertake future volunteer work. Volunteer demographics did not vary amongst different recruitment methods (aim 1), nor did the level of participation effort influence the intent to volunteer in the future (aim 3). However, older volunteers and those having only completed secondary education were more likely to contribute higher levels of effort, in time spent and additional travel (aim 2). Findings suggest that providing multiple roles that differ in level of effort may be beneficial for future citizen science projects by facilitating the needs and restrictions of different demographics.