6 pages, In this time of information overload, successfully engaging farmers with compelling outreach materials is a major challenge for conservation programs and related research projects. One potential approach is targeting information to the recipient, e.g., local rather than regional soil and water conditions, when sending messages to farmers. Targeted information may increase engagement by making materials stand out as more relevant and useful; conversely, it may decrease engagement by making farmers wary of the program and how it is using the information. We tested the effect of targeted information on farmer engagement using a large, randomized controlled trial in Iowa. In partnership with Iowa State University, we sent 2,996 farmers a single mailing with information about erosion at the local watershed (targeted) or state (control) level and measured their responses to a two-minute survey. We found that targeted information increased relative response rates by 20%, from 13.8% to 16.4%. This level of increase is meaningful for practitioners, as well as statistically significant. Our findings show that targeted information can be an important tool for practitioners and researchers seeking to better connect with farmers who are inundated with marketing mail.
Coherence in Information for Agricultural Research for Development (CIARD).
Format:
Report
Publication Date:
2009-10
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 182 Document Number: C37001
Notes:
Group 3: Making content widely accessible on the Web. 2 pages., Resource from CIARD for agricultural scientists, information professionals, technical developers and marketing and communications professionals.
Rudgard, Stephen (author), Janakiram, S. (author), Winder,Dylan (author), Demes, Michal (author), Young, John (author), and Food and Agriculture Organization of the United Nations, Rome, Italy.
Format:
Report
Publication Date:
2003-11
Published:
Armenia
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 160 Document Number: C26289
Notes:
14 pages., Report of a field visit November 16-24, 2003, to Armenia, as part of: "A collaborative programme for knowledge systems in support of rural livelihoods."
Paris, Thelma R. (author / International Rice Research Institute) and International Rice Research Institute
Format:
Conference proceedings
Publication Date:
1993
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 96 Document Number: C07680
Notes:
Evans; winner, Golden ARC award 1994; see C07676 for original, Theodore Hutchcroft Collection, In: Food comes first for Asia. Parkville, Australia: Crawford Fund for International Agricultural Research, 1993. (Proceedings of Australia-IRRI Day, 16 April, 1993). p. 35-44.
Hossain, Muhabub (author / International Rice Research Institute) and International Rice Research Institute
Format:
Conference proceedings
Publication Date:
1993
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 96 Document Number: C07679
Notes:
Evans; winner, Golden ARC award 1994; see C07676 for original;, Theodore Hutchcroft Collection, In: Food comes first for Asia. Parkville, Australia: Crawford Fund for International Agricultural Research, 1993. (Proceedings of Australia-IRRI Day, 16 April, 1993). p. 25-30.
Zhu, Liu Zhong (author / Fujian Academy of Agricultural Science, China)
Format:
Conference proceedings
Publication Date:
1993
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 96 Document Number: C07681
Notes:
Evans; winner, Golden ARC award 1994; see C07676 for original, Theodore Hutchcroft Collection, In: Food comes first for Asia. Parkville, Australia: Crawford Fund for International Agricultural Research, 1993. (Proceedings of Australia-IRRI Day, 16 April, 1993). p. 45-50.
