This project was conducted in collaboration with a Maryland non-profit grant-making organization, the Chesapeake
Bay Trust (CBT). The goal of the project was to determine how to assist local organizations in implementing environmental outreach
programs (EOPs) that foster environmentally responsible behaviors (ERB) within the Chesapeake Bay Watershed. Based
on findings from a review of conservation psychology literature, interviews with outreach program leaders, and observations of
EOPs, the team designed and administered a survey to the CBT grant applicants (n=108, r=55%). The survey determined the
EOP practices, challenges, and needs of these organizations.
Survey results demonstrated that the majority of respondents’ organizations seek to motivate individuals to protect
the Bay (97%) and that their EOPs have behavioral objectives (62%). Respondents reported that they motivate people in variety
of ways, such as raising awareness (91 %). Their EOPs, however, also demonstrated misperceptions about how to achieve
behavior change, for example suggesting that raising awareness will lead to ERB. Responses further revealed that many organizations
are incorporating behavior change strategies and outreach best practices, such as targeting audiences (76%) and conducting
internal evaluations (78%). Respondents, however, face challenges in implementing EOPs including: recruiting audiences
not already environmentally motivated (53%); intentionally using behavior change strategies (52%); and developing
EOPs with limited resources (48%). Finally, respondents felt their EOPs would most benefit from increased collaboration with
other organizations (73%), opportunities to learn more about evaluation (63%), and training in how to incorporate academic
research on ERB (53%).
These survey results, as well as interview, observation, grant review, and presentation findings, led to the development
of recommendations for the CBT and other funders interested in supporting EOPs to motivate ERB. Recommendations
focused on facilitating effective program design include, addressing behavior change misconceptions, offering opportunities to
learn more about behavior change, and developing outreach best practices skills, such as audience targeting and assessment.
The recommendations also focus on ways to ensure that the needs of under-resourced grantees are met by encouraging collaboration
and providing user-friendly, Bay-specific resources, such as the Rapid Assessment tool and guide to Strategies for
Motivating Watershed Behavior created by the team.