Goals:

• To use social research based on the Theory of Change Metrics to provide conservation organizations with increased opportunities to effectively communicate their messages with audiences.
• To provide a more comprehensive understanding of how current methods of communication are impacting audiences.
• To identify potential methods to further engage with donors and potentially receive increased funding.
• When applicable, to ensure that ambassador animals in captivity are making their strongest educational impact on the public.
• To provide a final video documentary video showcasing the research process and results. This video can be used as a wonderful addition to any organization’s marketing tactic website design, or other promotional material.

Methods:

• I will strategically create a short and specific free-response questionnaire (based on the proven Theory of Change Metrics) for target audiences responses.
• Using qualitative coding data analysis of responses, I will then create a brief report that will identify, document, and propose new methods to increase target audience engagement with the mission of your organization. (Click here to see an example of such a report.)
• My videographer and I will create a visually compelling and informative film using footage taken during data collection, analysis, and including final results. Footage will include the work of the conservation organization, interaction with the public, and/or any other clips deemed valuable to the mission. (Click here to see an example documentary video from the Cheetah Outreach.)

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Why Do This?

Because, I feel absolutely compelled to. I believe in the importance of spreading wildlife conservation education worldwide. I believe that more people should understand the purpose of conservation organizations – outside of just getting to see and/or interact with ambassador animals. And I believe that those managing wildlife conservation organizations deserve a deeper look into how their actions are truly captivating and educating audiences.

It is no doubt that many of our world’s conservation and human-wildlife related conflicts can be further mitigated for by taking even a small amount of time to connect with others outside of the conservation world.

Additionally, I feel that we all have a dream within us that is more than worth pursuing. I hope to encourage others to pursue their dreams through the research and outreach of WSYC.

“While a scientific discovery might be considered a biological achievement in one aspect, it may just as well be considered a social failure in another if not appreciated and understood by the public” (2011 journal of Ocean and Coastal Management).