Grow your membership, not your lawn
Backyard conservation programs have grown in popularity in the United States in the last decade as a way to provide habitat for biodiversity, combat the effects of climate change, and provide aesthetic value to the community. Yet, the vast majority of people participating in these programs were already conservation enthusiasts, i.e, “the choir”. In order to expand membership, and reach a critical mass, conservation organizations must reach people that usually are not interested in gardening, may not be knowledgeable, or don’t have much time for it. We identified 115 such programs in the United States. We then determined how these programs enrolled and certify members; provide information and support; and encourage outreach to non-members. Finally, we analyzed the content of the programs’ websites for clarity, jargon, ease of navigation, and links to further information. In general, most websites could use significant improvements, and organizations could benefit from learning how to reach out to the non-choir. We propose the use of branding and advertising, along with simplification of messages, in order to reach potential new members.