So have you ever been at a REALLY good field event – and literally no one is there? The struggle to motivate people to attend field days, educational conferences or even conventions is a challenge many organizations are battling. Building stronger people relationships in conservation is central to addressing this issue.
Agricultural outreach is undergoing a significant transformation. Large-scale field days and crowded winter conferences no longer deliver the same level of farmer engagement as a decade ago. Whitney Prestby is the Demo Farms Outreach Team Lead with the UW-Madison Division of Extension and Outreach Lead for the Fox Demo Farm. In a conversation with Pam Jahnke, she shares key insights into how conservation groups are changing things up to try and bring their audience in.
The evolution of farmer needs
Ten years ago, conservation leaders focused on driving excitement through large events. Promoted techniques like cover crops, no-till planting, and alternative manure management were relatively new to local landscapes. While big events effectively built initial enthusiasm, farmers now require practical implementation strategies for their own fields.
Large events often make it difficult for farmers to ask complex questions. Consequently, conservation networks across Wisconsin are shifting toward smaller, localized field days. These intimate gatherings foster one-on-one dialogue, allow host farms to share personal challenges, and create comfortable environments for addressing technical details.
Relationship building drives practice adoption
Events alone do not guarantee practice adoption. Prestby says real progress still relies on direct relationship building between conservation staff and agricultural communities. When local staff visit farms and deliver targeted resources directly to landowners, engagement increases significantly.
A multi-year study by the University of Illinois confirmed this trend across eastern Wisconsin. Researchers found that combining intensive technical support from agronomists with peer-to-peer learning yields higher adoption rates than financial incentive programs alone.
Balancing modern outreach tools
While physical, face-to-face interactions remain essential, digital channels provide valuable supplementary learning. Farmers frequently utilize podcasts, instructional videos, and social media content while operating equipment in the field. Leveraging digital tools alongside small-group networking creates a balanced approach that supports long-term conservation success.
—-> Do you attend events in person? Why or why not — please share your thoughts!
