Professional Documents
Culture Documents
CST 462S: Race, Gender, Class in the Digital World (Spring 2021)
Some of the most pressing issues the world is facing today are related to the environment.
Our team’s goal is to examine the barriers that are preventing these issues from being addressed
within different groups of people. We believe that there is a general lack of knowledge and
actionable information on many of these issues and that awareness can be raised through
these topics. We aim to investigate how technology can help nonprofit organizations like the
ones we are volunteering at to educate others and create a sense of togetherness to tackle
environmental issues head on. We believe that we can relate our own experiences with research
articles supporting the importance of technology as a means of bridging the gap between
Literature Review
A large barrier that impedes the educating of the public on environmental issues is the
fragmentation of society into small social groups (Ablah et al., 2016). Technology can bridge the
gap between different racial, socioeconomic, and ideological groups by giving a voice to
al., 2016). One of the studies that is relevant to our topic is one funded by an EPA grant and
Public Health at the University of Kansas. The authors Ablah, Brown, Carroll, and Bronleewe
such as water or air pollution to the public using methods ranging from educational videos and
In some cases, having access to information does not result in a community's behavioral
engagement with environmental issues. General awareness and desire to engage are frequently
constrained by a perceived inability to take action. According to Sutton and Tobin (2011), this
lack of knowledge about relevant actions individuals can take is the most significant barrier
on community engagement” they claim that other factors such as an individual's age, gender,
education level, income, place of residence—all affect the extent to which the perceived inability
to take action limits that individual’s behavioral engagement with environmental issues (2011).
While the article suggests that identifying specific actions an individual can take would help
reduce the effects of climate change in the community the authors researched, further conceptual
and empirical work is needed to be able to apply the same conclusion in other communities. This
study is included to highlight a major barrier in addressing environmental concerns, namely the
centers less on technology than the psychology behind risk assessment and behavior.
behavior which, as Tákacs-Sánta (2007) points out, are not all positively correlated (p. 27). More
knowledge on environmental issues does not lead to more action if there are no strong feelings of
worry or personal concern to motivate behavior changes (Tákacs-Sánta, 2007, p. 27). There is a
disconnect for many people between knowing about an issue and doing something about it.
Other psychological models used to predict behavior and evaluate the effectiveness of public
policies and public messaging include the value-belief-norm theory (people’s values and beliefs
surrounding the consequences of their actions determine their behavior norms), the protection-
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response to a threat), and the social amplification framework (why the response to some risks are
amplified while others are muted for social and psychological reasons) (Tákacs-Sánta, 2007, p.
28). These theories also predict what won’t work and what has become a barrier to
environmentalism efforts.
Technology both provides certain possible solutions and, unfortunately, contributes to the
Concern'' which identified 21 barriers (Tákacs-Sánta, 2007, p. 29). Among them, "The
refers to how direct experience motivates better than indirect experience which is a problem
since more and more we experience the world through a screen. A stronger point the paper
doesn’t extrapolate to is how technology in general, not just information technology, but
plumbing, transportation, infrastructure, and all modern comforts isolate us from the ecosystems
we depend on, so we don’t see the strain we are putting on them. Technology also amplifies the
voices of the rich with access to media while suppressing the voices of the poor, so “The Most
Afflicted are the Least Able to Make their Voices Heard'' (Tákacs-Sánta, 2007, p. 32). The rich
can afford to move away from areas affected by environmental issues like contamination,
flooding, drought, or hurricanes, so often do not feel the effects as acutely nor see the urgency in
changing the status quo. Other barriers identified by Tákacs-Sánta (2007) included “faith in
technology” and “faith in the current political and economic system” (p. 34). As the saying goes,
“we cannot solve our problems with the same thinking we used when we created them”. While
the paper is from 2007 and is outdated in terms of its reflection on the media’s role, it is
important to note the media, and now social media, still serve a large role in guiding public
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concern both positively and negatively. The paper’s synthesis of contemporary research on
psychological, social, and technological barriers to communicating to the public the need for
Research Question
How can technology be used effectively to inform individuals about the actions they can
Research Design
● What outreach methods have been most effective in sharing environmental issues with
the community?
● What do you think is holding back your community from taking action on environmental
issues?
● How are people in the community generally introduced to your nonprofit? Can you think
a. If your site doesn't currently do this, how may adapting your efforts to different
● What public policy changes would you suggest that could benefit the cause you serve?
Our target research participant audience is any nonprofit members who currently are or
were responsible for the community outreach efforts in the past. We will inquire with the site
supervisor and ask them to forward our research questions to whoever is in charge of community
outreach. Specifically, we will send an email with an introduction describing our research
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project, and will include a link to the Google Forms document. Our team’s response deadline is
Service Organizations
The Ruth Bancroft Garden and Nursery is a 3.5 acre property that is located in Walnut
Creek, California (Ruth Bancroft Garden, 2021a). Ruth Bancroft and her husband Phillip owned
the land since 1939 and in the 1950s Ruth became very interested in drought-tolerant plants, and
amassed a sizable collection of potted succulents (Ruth Bancroft Garden, 2021a). Eventually the
collection became so large that Bancroft, in collaboration with a local nursery, created a network
of pathways and garden beds to better showcase her plants (Ruth Bancroft Garden, 2021a). In the
following decades this site has been visited by many plant enthusiasts, and eventually became
the inspiration for the Garden Conservancy in the late 1980s (Ruth Bancroft Garden, 2021a).
gardens, and the Ruth Bancroft Garden became its first project. Today the garden is a 501(c)(3)
nonprofit that serves to educate others on the importance of water-conserving gardens, and offers
free admission to children who are eager to play and learn there (Ruth Bancroft Garden, 2021b).
In addition, the nonprofit offers field trips and adult education classes. Their mission is related to
our question because they seek to empower and educate their local community on environmental
and rehoming domestic pigeons and doves in the San Francisco Bay Area. The organization was
founded in 2007 and since then has placed over 1,400 birds, and helped countless others through
education programs (Palomacy, 2021, para. 10). Palomacy is one of the very few organizations
worldwide that is solely focused on rescuing pigeons and doves (Palomacy, 2021). To raise
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awareness of its cause, Palomacy utilizes a range of online strategies, directly engaging with its
community on social media platforms, posting educational content on its website. The key
and empowering its community members to take action in addressing environmental concerns
Trellis for Tomorrow is a nonprofit based in Phoenixville, PA, and serves the
Philadelphia area. They are currently doing a full redesign of their donation web tool to generate
more funding and to increase community involvement, and to link to other ways to support
Trellis for Tomorrow. Since it was started in 2002, Trellis for Tomorrow has been running a
wide range of programs for youth and organizations. Their current focus is on youth
development and environmental issues including organic agriculture and the availability of
healthy food throughout the community. Originally run under the name Triskeles, it was
renamed Trellis for Tomorrow in 2018 to better reflect their mission. Some of their youth
programs include the Youth Stewardship Program, which gets youth involved in projects at local
preserves such as trail maintenance, invasive species removal, and planting trees (Trellis for
Tomorrow, 2020b), and the Youth Seed Enterprise, which involves youth in organic agriculture
by providing healthy food options to their local community (Trellis for Tomorrow, 2020c).
Trellis for Tomorrow’s vision is to create “a world in which young people have the skills and
understanding to enrich themselves, their communities and the planet through healthy lifestyles,
meaningful work and participation in a more just and sustainable economy” (Trellis for
Tomorrow, 2020a, para. 2). Trellis for Tomorrow’s programs “work at the intersection of health,
understanding the interdependence of these social factors” (Trellis for Tomorrow, 2020a, para.
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6). The site’s mission relates to our research topic because they are environmentally focused and
Findings
One of the themes that we have encountered in our research and interviews was the focus
would say that a lack of knowledge about the issues is probably the main thing preventing
action” (B. Steininger, personal communication, Feb. 11, 2021). Two of the site representatives
also mentioned how their public education and awareness efforts require an urgent increase in
government spending (see appendices B and C). Furthemore, all three sites believe that the most
effective method for fostering environmental responsibility in younger people is offering hands-
Beyond a lack of knowledge, the interviewees highlighted the lack of motivation their
community members have to act on their environmental concerns. One nonprofit attributed the
reason for this behavior to the fact that there is “[n]o immediate visible result - the instant
gratification factor isn’t there” (M. Sunbury, personal communication, Feb. 9, 2021), while
another nonprofit found that individuals lacked a personal incentive and didn’t see how the issue
affected them personally (see appendices for full text of interviews). Both sites suggested that
individuals felt helpless and believed that there was nothing they personally could do about their
environmental concerns.
Another common theme across all three interviews was that technology plays the key role
in how these nonprofits communicate their message and expand their influence. Regular posts on
a variety of social media platforms, newsletters, website posts—all these tools have a significant
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impact on the ability of nonprofits to stay in touch with their communities. Furthermore,
Palomacy and Ruth Bancroft Garden found success in using more traditional outreach tools, such
as sending postcards and other types of “snail mail” campaigns. Utilizing a range of
communication tools improves nonprofits’ chance of reaching a diverse audience, tailoring both
the message and its delivery method to different groups. For example, according to B. Steininger,
direct mail better serves older audiences, and mobile websites help younger people to access
A pattern that emerged in these interviews was the individual’s inability to see the big
picture. Some individuals fail to see the positive impact of water-wise landscapes on the
environment, or the impact environmental issues have on their own health, or the cumulative
impact of their seemingly small actions. To counter this motivation gap, two of the nonprofits
have suggested public policy changes that would incentivize some actions and disincentivize
others. For example, using "financial incentives to convert to water-wise landscapes" (M.
Sunbury, personal communication, Feb 8, 2021), and “outlawing[ing] ‘dove releases’ where
domestic birds are ‘released’ at ceremonies” (E. Young, personal communication, Feb. 9, 2021).
Conclusions
The findings in our report point towards the duality of the nature of nonprofit
communication and education initiatives. While all three sites mentioned how integral different
social media and the Internet in general were to their ability to inform members of their
communities, these sites also heavily emphasized the critical importance of hands-on activities
(see appendices for more details). In other words, although technology does help foster a sense
However, during the Covid-19 pandemic technology does offer a crucial way of keeping
Furthemore, our findings indicate that the most effective approach to cultivating a sense
increase nonprofits’ reach, and in-person activities—such as summer camps, meetups, classes—
can be very effective at strengthening nonprofits’ message and encouraging individuals to take
action. For example, a social media campaign could catch someone’s attention and get them
interested in helping a nonprofit to address a specific environmental issue. To follow up, the
nonprofit could schedule a session that would allow individuals to see the impact of this
Our research possibly points towards the difficulties that fully online nonprofits could be
facing: their message is losing some of its effectiveness when compared to a hybrid
to act on environmental issues, nonprofits will keep seeking the most effective methods of
accomplishing that. A fully online awareness and motivational strategy still falls behind a more
traditional in-person approach. A dual pronged approach can help to address the digital divide
that can leave certain demographics uninformed or feeling left out. Individuals who don’t have
access to the Internet or personal computers can still be involved with a hybrid approach.
Recommendations
issues is directly influenced by our research and the interviews we conducted. It is critical for
nonprofits to continue experimenting with a hybrid approach that includes both technological
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and more traditional methods. It is, of course, nearly impossible to execute this recommendation
on assessing different online tools and even try out more conventional methods such as “snail
mail” campaigns.
While these recommendations for improved public awareness campaigns based on our
findings are relevant, still further research is needed. To paint a more complete picture of how
concerns, further themes need to be explored. If given the opportunity to interview nonprofits
● How do you measure your impact? How can you tell that what you are doing is working
or not working? What does success look like for your nonprofit?
● Do you see the environmental issues you are addressing getting better, worse, or staying
the same? How and why are these issues or concerns changing?
● How does your nonprofit balance providing emergency relief with prevention efforts?
Our original interview questions assumed that these nonprofits have an effective way of
measuring the impact of their efforts on the environmental issues they are addressing. Only by
measuring their impact would we be able to compare different methods used for communication.
In addition, understanding different levels of impact and different amounts of resources needed
to accomplish these impacts would allow us to gauge the relative effectiveness of different
approaches (for example, social media campaigns vs “snail mail” campaigns) and their long-term
impact. More research is needed to identify how these nonprofits use technology to accomplish
interviewed is their focus on relief efforts, rather than on amending the current legislation or
other projects with a long-term effect. The relief work that these nonprofits are providing is of
course very impactful and admirable. However, our recommendation is to dedicate more efforts
to harnessing public support for policy changes. Nonprofits are capable of incentivizing long-
term changes, raising awareness of environmental issues, and putting more pressure on the local
government in order to influence new legislation. At the state level, public school curriculum can
funding for public school field trips would be a great way to introduce more children to hands-on
activities that are critical to raising awareness and advocacy for the environment and animal
welfare.
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References
Ablah, E., Brown, J., Carroll, B., & Bronleewe, T. (2016). A Community-Based Participatory
https://www.pigeonrescue.org/about/what-is-palomacy/
https://www.ruthbancroftgarden.org/about/ruth-bancroft/
https://www.ruthbancroftgarden.org/visit/
Sutton, S. G., Tobin, R. C. (2011). Constraints on community engagement with Great Barrier
Reef climate change reduction and mitigation. Global Environmental Change, 21(3),
894-905. https://doi.org/10.1016/j.gloenvcha.2011.05.006
Takács-Sánta, A. (2007). Barriers to Environmental Concern. Human Ecology Review, 14(1), 26-
us/
https://trellis4tomorrow.org/25829-2/
https://trellis4tomorrow.org/youth-seed-enterprise/
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Appendix A
The interview was conducted over Google Forms. Our team has emailed a short introduction and
a link to the form to all research participants. The interviewee was selected due to her direct
What outreach methods have been most effective in sharing environmental issues with the
community?
We are rescuers of & advocates for pigeons which are incredibly familiar & also totally
misunderstood. Our most effective outreach is in person WITH pigeons. People just don't get
them unless they meet them (& then they are blown away) or at least see images of pigeons in
ways that are unexpected (bathing in a bowl, napping on a couch, snuggling with their person,
etc.). Before Covid, we did lots of in person outreach & adoption events & humane education,
winning the hearts & minds of thousands of new friends for pigeons. This past year we've had to
depend on our social media presence (which is robust for such a small rescue) & some
interviews/podcasts. (https://www.pigeonrescue.org/2018/04/08/reaching-out-through-pigeon-
dove-diplomacy/)
What do you think is holding back your community from taking action on environmental
issues?
For our niche cause, it is lack of awareness (who knew thousands & thousands of unreleasable
domestic pigeons & doves need rescue?), ignorance (rescued pigeons & doves as pets?, & lots of
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mis-information (pigeons?! thinking they're dirty/stupid/unhealthful when they are the exact
Every which way! We have our website which provides tons of stories & how-to content
available self-serve 24/7/365, we send electronic newsletters to connect & engage with our ever-
growing community, we use electronic databases to track our rescued, fostered & adopted birds
& our donors, volunteers, adopters, etc., we depend on online donations to stay aloft (including
sharing lots of digital photos, we are always responding to nonstop emails & texts, etc.!
How are people in the community generally introduced to your nonprofit? Can you think
Usually (multiple times every day) someone finds a sick, weak or tame pigeon or dove in need of
help & they Google bird rescue or pigeon rescue or dove rescue & find us that way. And we
work really hard to PUSH our info outwards to raise awareness & increase compassion. We are
always putting info out about how cruel & dangerous "dove releases" are, how terribly victims of
the "sport" of pigeon racing suffer, how over one million juvenile King pigeons are bred &
butchered every year (in CA alone) for meat (squab), how most shelters & rescues turn domestic
pigeons & doves away (or kill them), what amazing pets they make, how many are in need of
How do you adapt your outreach efforts to different audiences (e.g. audiences of different
We have crafted humane education content for youngsters in school & summer camps & we
provide a lot of rescue & adoption coaching support through email & over the phone for people
who don't want to use our Help Group on Facebook. And about 4 years ago we added a once per
year snail mail holiday fund appeal to our efforts (prior to that we only communicated
electronically).
If your site doesn't currently do this, how may adapting your efforts to different audiences
We need tons more content - in different languages, on different topics, we are working almost
alone in this field. While there is a TON of info about pigeons as pests (most of it inaccurate) &
about ways to exploit them (for meat, sport, business, lab testing, using to train hunting dogs,
falcons, etc.), we are by far the major producer of the info our audiences need- how to rescue &
care for pigeons & doves as companions - & despite all we are doing, we can't even begin to
keep up.
What public policy changes would you suggest that could benefit the cause you serve?
Outlaw the use of dangerous & cruel poisons like Avitrol. Outlaw cruel & ineffectual "pest
control" means in exchange for humane wildlife management. Close down wet markets
(sellers/butchers-on-demand of live animals for meat). Outlaw pigeon racing (unethical &
environmentally unfriendly for many reasons). Outlaw "dove releases" where domestic birds are
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"released" at ceremonies regardless of the cruelty & suffering involved. Require open door
(municipal) shelters that are tasked with helping all animals to provide equal service to all
animals rather than extraordinary levels of care for some & zero for others. Increase plant-based
options. Reduce the use of animal products. Improve the funding systems that support
community service providers & eliminate the INSANE amount of wasted time, effort & inequity
that results from the current grant-based rather than sustainability-focused funding model.
(Thank you to intern Peter Zed & CSMB for your support!)
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Appendix B
The interview was conducted over Google Forms. The interviewee was selected due to her direct
What outreach methods have been most effective in sharing environmental issues with the
community?
Education - classes and workshops offered for adults and children that incorporate these topics.
Docent training - more in-depth education. General publicity about the Garden since by
definition, we are a dry garden and part of our mission is to educate the public about the
environmental benefits of dry gardening. General social media, email marketing about events,
What do you think is holding back your community from taking action on environmental
issues?
Million dollar question! Feeling like their individual action won't really make a difference. No
immediate visible result - the instant gratification factor is not there. In our specific case, plant
blindness, the lack of knowledge and understanding or the importance and role plants play in the
How are people in the community generally introduced to your nonprofit? Can you think
Many people first come to our Garden for an event that isn't specifically that garden related. For
example our "Aloe-ween" kids event, Garden of d'Lights holiday event, Dog Days of Summer
How do you adapt your outreach efforts to different audiences (e.g. audiences of different
Instagram. Mobile adaptive websites and email communications for younger audiences
accessing on their phones. Direct mail postcards for our older audience that is less tech savvy.
What public policy changes would you suggest that could benefit the cause you serve?
Appendix C
The interview was conducted over Google Forms. The interviewee was selected due to his direct
What outreach methods have been most effective in sharing environmental issues with the
community?
We haven't reached out to the community as a whole, per se, regarding environmental issues. We
have a program called Youth Environmental Stewardship in which a small cohort of teens
complete a variety of land stewardship projects at local preserves. We then connect the work
they do to their communities and then to the world. We also incorporate conservation issues into
our other programs. And occasionally, we will highlight environmental issues on Facebook (i.e.
What do you think is holding back your community from taking action on environmental
issues?
I would say that a lack of knowledge about the issues is probably the main thing preventing
action. Feelings of being overwhelmed - what can I do about it? - as well as not knowing where
to start, or how to get involved, also limit action. And how does it relate to people on a personal
level, making the connection to how it affects them personally, whether it affects their health or
Zoom, and YouTube. And this past year, due to Covid, we held virtual fundraisers.
How are people in the community generally introduced to your nonprofit? Can you think
Word of mouth and referrals by partner organizations are probably the two main ways people
learn about us. We do some direct outreach via special events and social media. Occasionally, we
make the local newspapers or magazines. For example, for our Youth Environmental
Stewardship program, we partner with a local non-profit that maintains public preserves. They
have a magazine that they publish, and recently included an article about Trellis and the
program. Another example is the third party we use to evaluate our youth programs. We were
recognized for doing an outstanding job in promoting social and emotional learning in our youth
and were given an award at an annual event they host; hundreds of organizations nationwide use
How do you adapt your outreach efforts to different audiences (e.g. audiences of different
Most of our programs are for youth to young adults, but one is mainly for adults. We have
targeted partners for each age group. For our youth, we do a lot of direct outreach to either the
youth themselves, their parents, social services providers, or our partner youth organizations. We
What public policy changes would you suggest that could benefit the cause you serve?
There are many. Food and health policies (e.g. the Farm Bill - focus on small and medium farms,
famers of color, instead of the giant agribusiness owned/operated farms); community and
economic development (policies that actually get money to those that need it and actually benefit
the recipients); education (e.g. educational stop "tracks" that steer people of color towards low-
income jobs); environmental (address the environmental injustices that are rampant); healthcare
and social services (again, policies that actually get money to those that need it and actually