Jennings, Kelsey K.Dayer, Ashley A.Chaves, Willandia A.2024-07-082024-07-082024-07-08https://hdl.handle.net/10919/120596Since its inception, the Minnesota Department of Natural Resources (MNDNR) Nongame Wildlife Program (MN NWP) has been crucial in protecting rare and vulnerable wildlife species in Minnesota. This work aimed to understand the demographic and motivational landscape of MN NWP supporters and inform strategies for increasing engagement and support. We conducted semi-structured focus groups and a comprehensive survey of MN NWP's current and potential supporters recruited through social media and email lists. Additionally, a targeted survey assessed the impact of various messaging strategies on potential volunteers at Minnesota parks. Our results show that while respondents generally support MN NWP's mission, lack of awareness remains a significant barrier to greater engagement, and most participants showed interest in volunteering and donating, driven by a desire to experience nature, contribute to conservation, and support biodiversity. To enhance engagement, our findings suggest that the MN NWP should focus on increasing awareness, providing clear pathways for involvement, and targeting specific demographic groups with customized messaging. These insights will support the MN NWP's efforts to expand its volunteer base and financial support and ensure the long-term success of its conservation initiatives.application/pdfenCC0 1.0 UniversalReport