Promoting community involvement and opinion leadership in protection of the salt marshes of Blackwater National Wildlife Refuge

Abstract

The research conducted for this report is intended to benefit the development of Pickering Creek Audubon Center’s outdoor experiential “Salt Marsh Stories” program at Blackwater National Wildlife Refuge. Audubon MD‐DC works with U.S. Fish and Wildlife Service, The Conservation Fund, and other governmental and non‐profit actors to restore the salt marshes of the refuge and prepare for their migration with the advance of sea level rise. Pickering Creek’s presence in nearby Talbot County and expertise in environmental education positions the center to play a critical role in public outreach and engagement paralleling these salt marsh research and preservation efforts.

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PromotingCommunityInvolvement
andOpinionLeadershipin
ProtectionoftheSaltMarshesof
BlackwaterNationalWildlifeRefuge
Ananalysisofaudienceandprogramparticipantsurveysconductedfor
PickeringCreekAudubonCenter
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July2016
Reportauthor:
KarenAkerlof,PhD
CenterforClimateChangeCommunication,GeorgeMasonUniversity
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ThisreportwasfundedthroughagrantfromtheTownCreekFoundationofEaston,
MarylandtoAudubonforthesupportofPickeringCreekAudubonCenter’ssaltmarsh
communityengagementproject,“SaltMarshStories.”
PhotoofBlackwaterNationalWildlifeRefugecourtesyofK.Akerlof
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Tableofcontents
Executivesummary.......................................................................................................................................................4
1. Background...................................................................................................................................................7
Outreachprogram.........................................................................................................................................7
Researchrole................................................................................................................................................…8
2. Methodology..................................................................................................................................................8
Baselinesurvey..............................................................................................................................................9
Surveyofparticipantsindaylongexperientialevent..................................................................10
3. Characteristicsoffouraudiencesforsaltmarshengagement......................................11
Wherethefourfocalaudienceslive....................................................................................................12
CommunityandBlackwaterNationalWildlifeRefugeplaceattachment...........................12
AwarenessofandvisitstoPickeringCreekAudubonCenter..................................................14
Affinityforandrelatednesstonature................................................................................................15
Values(egoistic,altruistic,biospheric)..............................................................................................16
Saltmarshesandsealevelriseissueinvolvementandcommunication.............................18
Saltmarshandsealevelriseknowledge...........................................................................................20
Sealevelriseandclimatechangecertaintyandcausation.......................................................21
Perceptionsofsocialandscientificconsensus...............................................................................2 3 
4. Civicandcommunicationopinionleadership.........................................................................25
5.Factorsforopinionleadershipandissueinvolvement......................................................28
6.Summaryofaudiencecharacteristics...........................................................................................30
7.Audiences:Conclusionsandrecommendations.....................................................................30
8.CharacterizingparticipantexperiencesatBlackwaterNWR.........................................34
 FamiliaritywithBlackwaterNWR.......................................................................................................34
 Groupcohesion.............................................................................................................................................35
9.Participantsatisfactionwithprogramcontentandstaff..................................................37
 Whatparticipantswouldtellothersabouttheirexperience...................................................39
10.Emotionsexperiencedduringtheprogram..............................................................................40
11.Participantattachmenttotherefugeandnature..................................................................42
12.Understandingofsaltmarshes,sealevelrise,andclimate.............................................43
 CertaintyofsealevelrisehigheramongAudubonandhigher
educationparticipants..............................................................................................................................43
 Tripattendeescalloutlossofsaltmarshesduetosealevelrise...........................................45
13.Participantissueinvolvementandcommunicativeintent..............................................46
 Emotionalexperiencesrelatetocommunicativeintent.............................................................48
14.Factorsrelatedtoissueandprogramcommunication.......................................................49
15.Understandingprogramparticipantexperiences.................................................................50
16.Programexperiences:Conclusionandrecommendations...............................................52
Appendices.....................................................................................................................................................................54

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Executivesummary
TheresearchconductedforthisreportisintendedtobenefitthedevelopmentofPickering
CreekAudubonCenter’soutdoorexperiential“SaltMarshStories”programatBlackwater
NationalWildlifeRefuge.AudubonMD‐DCworkswithU.S.FishandWildlifeService,The
ConservationFund,andothergovernmentalandnon‐profitactorstorestorethesalt
marshesoftherefugeandpreparefortheirmigrationwiththeadvanceofsealevelrise.
PickeringCreek’spresenceinnearbyTalbotCountyandexpertiseinenvironmental
educationpositionsthecentertoplayacriticalroleinpublicoutreachandengagement
parallelingthesesaltmarshresearchandpreservationefforts.
Thefullstudyincludesstakeholderinterviewscapturedina2015report,1andasetoftwo
surveysdescribedinthisdocument:abaselineofaudiences,andassessmentsfrom
programparticipants.Theinterviewsandsurveysaddressfourfocalaudiencesfor
PickeringCreekAudubonCenter’ssaltmarshengagement:businessandfaithcommunities
inDorchesterandTalbotcounties,studentsandfacultyfromhighereducationinstitutions
ontheEasternShore,andAudubonchaptermembersandaffiliates.Thebaselinesurvey
addressesallfourgroups,whiletheBlackwaterNWRtripparticipantsurveyincludesjust
Audubonandhighereducation.
Audiencefindings
 Thesaltmarshesarenotasalientissueformostpeople.Substantialpercentagesof
thosefromhighereducationinstitutions,andthebusinessandfaithcommunity,say
thattheyarenotatallknowledgeableorthinkaboutthesaltmarshes(34%/40%,
highereducation;33%/44%,businesscommunity;25%/34%,faithcommunity).
 Almosthalfofhighereducation,business,andfaithaudiencesnevertalkaboutthe
saltmarshes(45%‐55%),orhearpeopletheyknowtalkaboutthem(41%‐48%).
 Uncertaintywhethersealevelriseisoccurringishigh,muchhigherthanforclimate
change.Only48%saythattheyareveryorextremelysurethatsealevelriseis
currentlyhappeningalongMaryland’scoastlines.Membersofthebusiness
communityaremostlikelytosaythattheyarenotatallknowledgeableaboutsea
levelrise(38%),ordonotthinkaboutitatall(36%).Only30%saytheyareveryor
extremelysuresealevelriseishappening.
 Peopleassumethatscientistsarecertainthatsealevelriseisoccurring,butthat
thosearoundthemarenot.Amajority—61%—saythatmorethan80%ofscientists
thinksealevelriseishappeningoffMaryland’scoastlines,butjustoverhalf(51%)
saythat40%orlessofpeopleintheircommunityandthestatesaythesame.
Promotingopinionleadershipandissueinvolvement
 Allfourfocalaudiences—Audubon,highereducation,andfaithandbusiness
communities—haveindividualswhorankhighlyonconservationcommunication
andcivicleadership.Communicationleadershippromotingconservationisthe

1Akerlof,K.(2015).EngagingEasternShorecommunitiesinprotectionofthesaltmarshesofBlackwater
NationalWildlifeRefuge.Fairfax,VA:GeorgeMasonUniversityCenterforClimateChangeCommunication.
Availableathttp://climatechangecommunication.org/climate‐resilience‐communication‐for‐the‐mid‐
atlantic/research‐supporting‐outreach‐programs/

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highestamongthosefromhighereducationinstitutionsandlowestamongthe
businesscommunity.
 PlaceattachmenttoBlackwaterNationalWildlifeRefugeisoneofthestrongest
factorsrelatedtoissueinvolvementandopinionleadership.Itsignificantlypredicts
combinedcivicandconservationcommunicationleadership,conservation
communicationleadership,andsaltmarshissueinvolvement.Affinityfornatureis
thenextmostfrequentsignificantpredictor.
Programdesign
 Of18emotionslistedonthesurveyquestionnaire,onaverage,peopleexperience
nineduringtheirtimevisitingBlackwaterNWRwithPickeringCreekAudubon
Center.Almosthalfofparticipants(46%)saythattheytheprimaryemotionthey
experiencewhileatBlackwaterNWRisinspiration.
 Morethanhalfofhighereducationstudentsandfacultyfeelaveryorextremely
strongsenseofbelongingtothegroup(58%),asopposedtojustunderhalffor
Audubon(43%).Similarly,halfofthestudentsandfacultyfeelveryorextremely
closetoothergroupmembers(50%),whereas34%ofAudubonmembersdo.
 HighereducationparticipantsontheBlackwatertripshowgreaterlevelsof
emotionalconnectednesstotherefugecomparedtobaselinesurveydataforthat
audience;Audubonmembers—alreadyathighlevels—donot.Highereducation
audiencemembersalsodemonstratehigherlevelsofassessedknowledgeonsalt
marshandsealevelriseonthelatertripsurveythanthebaseline,whileAudubon
affiliatesdonot.
Factorspromotingissuecommunication
 ThefiveemotionsexperiencedduringtheBlackwaterNWRtripthatmoststrongly
relatetointentiontocommunicateaboutthesaltmarsheswithfriendsandfamily
afterthetripare“inspired,”“excited,”“motivated,”“entertained,”and“breathtaken.”
 Placeattachmentandaffinityfornature(orrelatedness)arethemostconsistently
relatedtointenttocommunicatewithothersaboutthesaltmarshesandsealevel
riseaftertheprogram,andprogramrecommendation.Numberofexperienced
emotions,feelingsofbondingwiththegroup,andhigherscoresontopicarea
knowledgealsosignificantlypredictsaltmarshcommunicationintent.
Recommendations
 Increasethefrequencyofcommunicationonsealevelrisetoaddresshigh
attitudinaluncertaintyontheissue.
 Lookforadditionalopportunitiestopromotefeelingsofcommunityconnectedness
tothesaltmarshesandpride(seebox,page33).
 Recognizethetimes—likethesaltmarshplantings—whereparticipantsengage
emotionallyasthepointsthathighlyrelatetowhetheraparticipantvoicesinterest
inrelatingtootherswhattheydidandlearned.
 Lookforopportunitiestohelpthegroupmembersbondandexpresstheir
motivationsforrestoringthesaltmarshestoincreasesocialcohesionandcollective
goalidentification.

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 Promoterepeatvisitstothemarshes—andplaceattachment—byoffering
informationonhowtogetinvolvedinotherways.
 Askparticipantswhattheythinktheirfriendsandfamilyknowaboutsealevelrise
andthesaltmarshes.Encourageparticipantstotalkwithothersabouttheseissues
andwhattheydidattherefuge,lettingthemknowtheirvoiceisimportantforthe
widercommunitytohear.
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1. Background
PickeringCreekAudubonCenterhasconductedadultenvironmentaleducationprograms
inBlackwaterNationalWildlifeRefugeontheeffectsofsealevelriseonsaltmarsh
ecosystemsforthelastfiveyears.Titled“SaltMarshStories,”thishands‐onexperiential
programrecruitsresidentsofMaryland’sTalbotandDorchestercounties,aswell
universitystudentsandAudubonmembersfromthesurroundingregion,totourtherefuge
andcontributetoitsrestorationthroughplantingsofnativegrasses.Astheprogramhas
matured,PickeringCreekhasturneditsattentionfromnotjusteducatingresidentsonthe
ecologicalroleofthesaltmarshes,andtheirincipientthreatfromsealevelrise,but
promotingbroaderdiscourseandadvocacyonbehalfoftheirpreservation.
Theresearchcapturedinthisreportisintendedtobenefitthefurtherdevelopmentof
PickeringCreek’soutreachprograminattractingwideraudiencesandinfluencing
community‐wideattitudesandbehaviors,particularlyopinionleadershipforthe
conservationofthesaltmarshes(Figure1).Opinionleadershipisbelievedtobeoneofthe
strongestdeterminantsofadvocacy.2Earlierstudieshavedemonstratedlowpublic
certaintythatsealevelriseisoccurringalongMaryland’sshorelines,evenamongresidents
onthelow‐lyingEasternShore(18%very/extremelysure).3
Individualsandorganizationscanamplifysocietal‐levelriskidentificationand
prioritizationthroughcommunicationwithothersaroundthem.4Theclassicanalogyfor
socialtransmissionofrisksignalsisripplesinapondmovingoutwardfromthosewho
initiallyrecognizeathreat.PickeringCreekseekstoinitiatetheripplesinthepondby
creatingexperiencesduringitsdaylongeventsthatinstillattachmenttothesaltmarshesof
therefugeandinspirecognitiveandemotionalriskresponsestotheirpotentialloss,such
ascommunicationwithintheirsocialnetworks.
1.1Outreachprogram
PickeringCreekAudubonCenter’sSaltMarshStoriesprogramconsistsofthree
components:1)aneducationalpresentationdeliveredtoaudiencesattheirlocation;2)
toursofthenationalwildliferefugetolearnaboutitsimportanceaspartoftheAtlantic
Flywayforcriticalbirdhabitat;and3)restorationofsaltmarshbyvolunteerreplantingof
grassplugsinareasthathaveexperiencedecologicaldeterioration.In2015‐2016,the
programsconductedatBlackwaterNationalWildlifeRefugecombinedamorningtourof
themarshwithafternoonreplantingofgrassesintoonedaylongevent.

2Nisbet,M.C.,&Kotcher,J.E.(2009).Atwo‐stepflowofinfluence?:Opinion‐leadercampaignsonclimate
change.ScienceCommunication,30(3),328–354.;Roser‐Renouf,C.,Maibach,E.W.,Leiserowitz,A.,&Zhao,X.
(2014).Thegenesisofclimatechangeactivism:fromkeybeliefstopoliticalaction.ClimaticChange,125(2),
163–178.
3Akerlof,K.,&Maibach,E.W.2014.Adaptingtoclimatechange&sealevelrise:AMarylandstatewidesurvey,
fall2014.Fairfax,VA:CenterforClimateChangeCommunication,GeorgeMasonUniversity.Availableat
climatemaryland.org.
4Kasperson,R.E.,Renn,O.,Slovic,P.,Brown,H.S.,Emel,J.,Goble,R.,…Ratick,S.(1988).Thesocial
amplificationofrisk:Aconceptualframework.RiskAnalysis,8(2),177–187.


8

Figure1.Buildingcommunicationleadershipinsupportofsaltmarshprotection




1.2Researchrole
GeorgeMasonUniversity’sCenterforClimateChangeCommunicationwasaskedtoassist
insupportingandassessingPickeringCreek’seffortsin2014‐2016withaudienceresearch.
Thestudyincludesasetofstakeholderinterviewscapturedina2015report,andthesetof
baselineaudienceandprogramparticipantsurveysdescribedinthisdocument.Boththe
interviewsandsurveysaddressfourfocalaudiencesofPickeringCreekAudubonCenter’s
saltmarshengagement:businessandfaithcommunities,highereducation,andregional
Audubonchapters.

2. Methodology
Thestudycomponentscoveredhereincludetwosurveysdeliveredbetweenspring2015
andspring2016.Thebaselinesurveywasconductedonlineandincludedmeasuresof
demographiccharacteristics,politicalideology,placeattachment,knowledge,perceived
socialandscientificconsensus,issueinvolvement,andopinionleadership.Thesecond
studywasdeliveredtoparticipantsonpaperaftertheytookatourofBlackwaterNational
WildlifeRefugeandparticipatedinaplantingofanativesaltmarshspecies,usually
grasses.Theinstrumentincludedsomeofthesameplaceattachment,knowledge,andissue
involvementmeasuresastheonlinesurvey,butalsoquestionsaboutprogram
characteristicsandparticipants’emotionalresponsesandfeelingsofconnectednesswith
othersduringtheday.


9

SurveyrespondentswereprovidedwithaDuncanDonuts$5giftcardfortakingtheonline
survey,andaninformationalbrochureonrefugespeciesfortakingthepaperversionat
Blackwater.TheresearchwasapprovedbyGeorgeMasonUniversityHumanSubjects
ReviewBoard.

ThesurveydatawereanalyzedusingSPSSv.20.Intheanalyses,wedescribethefourfocal
audiences,inparticularfactorsforissueinvolvementandopinionleadership,andidentify
aspectsoftheprogramthatstatisticallyarerelatedwithincreasedinterestamong
participantsinwidercommunitydiscussionofthesaltmarshesandtheneedtoprotect
themfromsealevelriseandclimatechange.
2.1Baselinesurvey
CollegestudentsfromenvironmentalscienceandstudiesprogramsandAudubonchapter
membershavebeentraditionalaudiencesforPickeringCreekAudubonCenter’s
programmingatBlackwaterNationalWildlifeRefuge.Theseindividualsgenerallydonot
liveinthevicinityoftherefuge.Becauseofthesignificanceofthesaltmarshestothelocal
community,andanticipatedchangesintheseecosystemsduetoclimatechangeandsea
levelrise,theCenter’sstaffhavesoughttoalsoattractlocalresidents.Inadditiontohigher
educationinstitutionsandAudubonchapters,staffcontactedbusinessesandfaith
organizationsinDorchesterandTalbotcountiesstartinginMarch2015totakeanonline
surveymeasuringaudiencecharacteristicsandadvertisetheprogram.Theyrecruitedfrom
randomizedlistsof83faithorganizationsand488businessesinDorchesterCounty,and55
faithorganizationsand694businessesinTalbotCounty.

Inordertoincreasethefrequencyofsurveyparticipationfromorganizationsnotaslikely
toparticipateinthesaltmarshprogramming,therandomizedlistsoforganizationswere
againrandomlysplitintotwogroups:(1)thoseaskedtotakethebaselinesurveyand
participateinthefullprogram;and(2)thoseaskedtoonlypromotethesurveyamongtheir
teammembers.

Theseorganizationsformedaconveniencesampleofindividualsfromthefouraudiencesof
interesttoPickeringCreek.In2015,14organizationslistedinTalbotCountyparticipated
inthebaselineonlinesurvey;another8organizationsinDorchesterCountyresponded.
Twenty‐eightorganizationsdistributedthesurveytotheiremployeesormembers.They
rangedfromenvironmentalgroups(2)andcommunitygroups(6),tobusinesses(17),faith
organizations(1),andhighereducationinstitutions(2).Inthesecondyear(2016),staff
continuedtorecruitfortheonlinesurvey,butprimarilytoaugmentresponsesfrom
organizationswithintheirtraditionalaudiences.Threeparticipated:SalisburyUniversity,
Wor‐WicCommunityCollege,andregionalAudubonmembers.In2015,179individuals
completedthebaselinesurvey;in2016,thenumberwas63.Thetotalsamplesizeforthe
onlinesurveywas242.

Withinthe15‐minuteweb‐basedsurvey,respondentswereaskedtoself‐identifyasa
regularattendantofreligiousservices(onceamonthormore),amemberinalocalchapter
ofAudubon,astudent/faculty/staffatalocalinstitutionofhighereducation,and/or
employedinabusinesslocatedineitherDorchesterorTalbotcounties.Thesecategories

10

arenotnecessarilyexclusive.SeeTable1forabreak‐downofthenumberofbaseline
surveyparticipantsacrossthesecategoriesbyyear.

Whilethesamplesizeforeachindividualaudienceissmall,withasmuchasa15
percentagepointmarginoferror,thedifferencesbetweengroupsremaininstructive.The
marginoferrorfortheentirebaselinesurveysampleisbetween6‐7percentagepoints.
Confidenceintervalshavebeenprovidedforaverageresponsesonsomeofthevariablesto
assistinvisuallyinterpretingwhenaudiencedifferencesaremeaningful.

Table1.Numberofrespondentsin2015‐2016whoself‐identifiedwiththefocalaudiences

Areyouamember
ofalocalchapterof
Audubon?
Areyouastudent,faculty
orstaffatalocalinstitute
ofhighereducation?
Doyouworkforabusiness
locatedineither
DorchesterorTalbot
counties?
Doyouregularly
attendreligious
services?
2015 39 28 54 67
2016 4 38 5 20
Total4366 59 87

Thedemographiccompositionofthebaselinesampleisskewedtowardwomen(70%)and
thosewitha4‐yearcollegeoradvanceddegree(54%)(AppendixA2‐A7).Respondentsare
moreevenlydistributedacrossagecategorieswith41%fallingbetweenage18to34and
another33%fallingbetweenage45to64.FewareethnicallyLatinoorHispanic(2%)or
AfricanAmerican(5%).Themedianhouseholdannualincomeofparticipantsisbetween
$50,000to$74,000.Thesamplealsotiltsmoreliberalthanconservative(39%liberal,33%
moderate,28%conservative)(AppendixA8).
2.2 Surveyofparticipantsindaylongexperientialevent
Theparticipantsinthe“SaltMarshStories”triptoBlackwaterNationalWildlifeRefuge
tookanapproximately10‐minutepapersurveyabouttheirexperiencesattheendofthe
day.Ofthe221respondentstothissurvey(64in2015;157in2016),58hadalso
completedtheprioronlinesurvey.Participatingorganizationsfrom2015‐2016included
Audubon,ChesapeakeCollege,SalisburyUniversity,WashingtonCollege,andWor‐Wic
CommunityCollege.Audiencesinthepost‐surveyarecategorizedashighereducationor
Audubonwithanyunaffiliatedparticipantsincludedunder“allrespondents.”5Higher
educationinstitutionsrepresented77%ofthesample(n=170),withAudubon
representing21%(n=47).Thesampleagainisskewedongenderwithmorefemale
participants(62%)thanmale(AppendixB1).



5Organizationsarrangeforparticipationofmembersinthe“SaltMarshStories”programwithPickering
Creek.ThedivisionofthesampleisbyorganizationalaffiliationforthepurposesofthetriptoBlackwater
NWR.

11

3. Characteristicsoffouraudiencesforsaltmarshengagement
WetlandsriddletheinteriorofDorchesterCounty,comprisingnearlyhalfofthecounty
includingthesaltmarshesofBlackwaterNationalWildlifeRefuge.6Thetidalmarshes
withinthisregionaresomeofthemostextensiveintheUnitedStatesandrepresentcritical
wildlifehabitat,particularlyforbirds.Inthepastcentury,thousandsofacresofmarshhave
convertedtoopenwaterduetodestructionfrominvasivespeciesandrelativesealevel
rise.By2100,mostoftherefugeisprojectedtobepermanentlyinundatedbywater,with
significantportionsoftherestofthecountysubjecttoflooding(Figure2).

Thecountyalreadyfacessignificanteconomicchallenges.Atjustover$46,000,median
householdincomesarelessthantwo‐thirdsofthatofthestateasawhole.7Thecountyhas
oneofthehighestunemploymentratesinMaryland(8.5%).Bywayofcomparison,Talbot
County,whilejustnorthofDorchesterCounty,hasmedianincomesthataremorethana
thirdhigher,andunemploymentratesthatare2.9percentagepointslower.

Westartedthebaselinesurveybyaskingrespondentsabouttheirattachmenttotheirown
communitiesandBlackwaterNationalWildlifeRefuge,andabouttheirsocialandecological
Figure2.ChangestoDorchesterCountyanticipatedby2100

Thistimeseriesfrom2010to2100demonstratestheprogressivepermanentflooding(blue)ofBlackwater
NationalWildlifeRefuge(cross‐hatchedarea)andsurroundingareasofDorchesterCounty,aswellaspriority
regionsofcriticalbirdhabitat(red),andnewpotentialhabitat(pink).8

6Lerner,J.A.,Curson,D.R.,Whitbeck,M.andMeyers,E.J.2013.Blackwater2100:Astrategyforsaltmarsh
persistenceinaneraofclimatechange.TheConservationFund(Arlington,VA)andAudubonMD‐DC
(Baltimore,MD).
7U.S.CensusBureau.2015,Apr.22.QuickFacts,DorchesterCounty,Maryland.Availableat
http://quickfacts.census.gov/qfd/states/24/24019.html
8Lerner,J.A.,Curson,D.R.,Whitbeck,M.andMeyers,E.J.2013.Blackwater2100:Astrategyforsaltmarsh
persistenceinaneraofclimatechange.TheConservationFund(Arlington,VA)andAudubonMD‐DC
(Baltimore,MD).


12

values.Placeattachmenttonaturalareashasbeenlinkedtoenvironmentallyresponsible
behavior,includingcommunicationwithotherstoencouragepro‐environmental
practices.9Valuesystemsrepresentanotherlensthroughwhichpeopleselectivelyprocess
informationrelatingtoenvironmentalconcern,10andwhichwehypothesizewouldlikely
differacrossthefouraudiences.

3.1Wherethefourfocalaudienceslive
MostofthebaselinesurveyrespondentsliveinoneoftheninecountiesontheEastern
ShoreofMaryland(65%),butthesepercentagesarehighlyvariableacrossthefourfocal
audiences(AppendixA9).Almost7in10Audubonmembersliveinotherregionsofthe
state(68%),asdo34%ofthehighereducationaudience,and27%ofthosewhosaythey
regularlyattendreligiousservices.Thebusinesscommunityismostlikelytoliveonthe
EasternShorewithonly2%sayingtheyresideelsewhere.
Aminorityofsurveyrespondents(37%)liveinDorchesterorTalbotcounties,closeto
BlackwaterNationalWildlifeRefuge.Justover1in10ofthesurveyrespondentscall
DorchesterCountyhome(11%).Almostathirdofthosefromthebusinesscommunity
(30%)saytheyliveinDorchesterand19%ofthosewhosaytheyregularlyattendreligious
services.FewaffiliatedwithAudubonorthehighereducationinstitutionssaytheylivein
thecounty(respectively,5%and3%).
Moreofthesurvey’srespondentsliveinTalbotCountythanDorchester.Justoveraquarter
ofsurveyrespondentssaytheyresideinTalbotCounty(27%).Businesscommunity
membersweremostlikelytosayso(54%),followedbyfaithcommunitymembers(31%),
Audubonmembers(25%),andthosefromhighereducation(9%).

3.2CommunityandBlackwaterNationalWildlifeRefugeplaceattachment
Whenaskedwhichaspectsoftheircommunityaremostimportanttothem,morethana
third(34%)citeanenvironmentalornaturalfeature(Figure3;AppendixA10).Onein5
pointtothepeopleintheircommunity(20%).Frequently,respondentsconnectthetwo.
Forexample,onerespondentsaid:“Theenvironmentalandecologicalaspectsofmy
communityaremostimportanttome,especiallytherelationshipsbetweenthe
environmentandpeople.”Recreationalactivities(17%)andwildlifeencounters(18%)are
waysthatpeoplecommonlydrawtheconnectionbetweentheenvironmentalaspectsof
thecommunityandthesocialelements.
Incomparingrespondents’placeattachmenttotheirtownorcommunityversus
BlackwaterNationalWildlifeRefugeonasixitemscale(AppendixA11‐A14),respondents
identifiedasemotionallyconnectedtoboth,butratedasmoreattachedto

9Vaske,J.J.,&Kobrin,K.C.(2001).Placeattachmentandenvironmentallyresponsiblebehavior.TheJournal
ofEnvironmentalEducation,32(4),16–21.
10Schultz,P.W.,Gouveia,V.V.,Cameron,L.D.,Tankha,G.,Schmuck,P.,&Franěk,M.(2005).Valuesandtheir
relationshiptoenvironmentalconcernandconservationbehavior.JournalofCross‐CulturalPsychology,36(4),
457–475.


13

Figure3.Mostimportantaspectsofcommunity

Figure4.Placeattachmenttocommunityandtherefuge


14

theirowntownsorcommunitiesthanBlackwaterNationalWildliferefuge.Theaveragefor
townandcommunitywas4.7(1‐lowattachmentto6‐highattachment),comparedto3.6
forBlackwaterNationalWildlifeRefuge(Figure4).Differencesbetweenaudiencesonplace
attachmentwereminimal,atmost0.4ofatotalof6.0possiblepoints.
3.3AwarenessofandvisitstoPickeringCreekAudubonCenter
Perhapsunsurprisinglygiventheimportanceoftheenvironmentandnaturetoallfour
audiences,60%ofthemsaidthathadheardofPickeringCreekAudubonCenterbefore
receivingthesurvey(Figure5a;AppendixA15)(Audubon,89%;highereducation,39%;
businesscommunity,74%;faithcommunity,64%).Yet,only35%hadvisitedthecenter
(Audubon,50%;highereducation,13%;businesscommunity,49%;faithcommunity,36%)
(Figure5b;AppendixA16),and17%hadparticipatedinaprogram(AppendixA17).Atthe
sametime,asmallnumberofthe85respondentswhohavevisitedtheCenterpreviously
havedonesofrequentlyovertheyears:notjustmanytimesinjustthepastyear(13%),but
manytimesinpreviousyears(32%)(AppendixA18).
TheHarvestHoedown(12%)isthemostattendedprogramsofsixlistedonthe
questionnaire(BirdWalk,7%;schoolprogram,6%;volunteering/eBirdmonitoring,6%;
marshgrassrestorationdays,4%;saltmarsheducationaltalks,2%)(AppendixA19).The
naturalbeautyofthesiteandtheknowledgeablestaffarelistedashighlightsofthesevisits
withfewsuggestionsforimprovement:amongthem,remodelingthewelcomecenterand
interiorspacesforvisitors,andholdingmoreadulteducationevents(AppendixA20‐A21).
AlmostasmanypeoplesaidtheirchildrenhadparticipatedinPickeringCreekAudubon
Center’sprogramsashadthey—12%(AppendixA22).Children’senvironmentaleducation
hasbeenapriorityareaforPickeringCreekAudubonCenter’sprograms,andmorethan4
in10ofsurveyrespondents(43%)saidtheyhavechildren(AppendixA23).Almosta
quarterofthebusinesscommunitysaidtheyhadchildrenwhoparticipatedinthese
programs(23%)(Audubon,12%;highereducation,5%;faithcommunity,16%;Appendix
A22).
Ofthe27individualswhosaidtheirchildrenhadtakenpartinaPickeringCreekprogram,
againasmallcoregroupidentifiedasattendingfrequentlyoverthepastyear(18%)andin
previousyears(33%)(AppendixA24).Thesevisitsoccurredwiththeirschool(11%),but
alsoforthepurposesofEcoCamp(4%)andJuniorNaturalistCamp(5%)(AppendixA25).
Theopportunityforchildrentoplayoutsidewasthemostfavoredaspectoftheprograms
withfewthingsthatrespondentsthoughtcouldbedonetoimprovetheprograms,except
extendingthemtouppergrades(AppendixA26‐A27).

15

Figures5a‐5b.AwarenessandvisitationofPickeringCreekAudubonCenter

3.4Affinityforandrelatednesstonature
SomeauthorshavecautionedthattheUnitedStatesmaybeexperiencingadeclinein
appreciationofnature,orbiophilia,asadirectresultof“videophilia.”
11
Relatednessto
nature—includingenjoymentofbeingoutdoors—isconnectedtoanumberofpro‐
environmentalconstructs,includingconcernandbehavior,butalsowell‐being.
12
Nature
relatednesswasmeasuredwithsixquestions.Examplesinclude:“Myrelationshiptonature
isanimportantpartofwhoIam”;“Ienjoydiggingintheearthandgettingdirtonmy
hands”;and“Ienjoybeingoutdoors,eveninunpleasantweather.”Audiencesthatself‐
identifywithorganizations,oreducationalprograms,thatfocusontheenvironmentmight
conceivablydifferintheiraffinityfornaturefromthosethatdonot,requiringseparate
communicationstrategies.Instead,allfouraudienceswithinthissurveyscorerelatively
highlyonnaturerelatedness(3.9‐4.5outof5)(Figure6;AppendixA28).However,
Audubonmembersrankhigherthantheotherthreeaudiences—businesscommunity,faith
community,andhighereducation—ontheaverageof6itemsscaled(1)lowto(5)high
relatedness.




11
Pergams,O.R.W.,&Zaradic,P.A.(2006).IsloveofnatureintheUSbecomingloveofelectronicmedia?16‐
yeardowntrendinnationalparkvisitsexplainedbywatchingmovies,playingvideogames,internetuse,and
oilprices.JournalofEnvironmentalManagement,80(4),387–393.;Pergams,O.R.W.,&Zaradic,P.A.(2008).
Evidenceforafundamentalandpervasiveshiftawayfromnature‐basedrecreation.Proceedingsofthe
NationalAcademyofSciences,105(7),2295–2300.
12
Nisbet,E.K.,Zelenski,J.M.,&Murphy,S.A.(2008).Thenaturerelatednessscale:Linkingindividuals’
connectionwithnaturetoenvironmentalconcernandbehavior.EnvironmentandBehavior.;Nisbet,E.K.,
Zelenski,J.M.,&Murphy,S.A.(2010).Happinessisinournature:Exploringnaturerelatednessasa
contributortosubjectivewell‐being.JournalofHappinessStudies,12(2),303–322.


16

Figure6.Natureaffinity


3.5Values(egoistic,altruistic,biospheric)
Thevaluesweholdunderlieourbeliefsandattitudes,andserveasthewellspringforour
actions.
13
Whatwedeemmostvaluableinfluenceshowawareweareofenvironmental
consequencesofouractionsandwhetherwefeelresponsible.
14
Thosewhoidentifywith
“egoistic”values—prioritizingenvironmentalproblemsbecauseoftheirimpactsto
themselves,theirhealth,prosperity,lifestyle,andfuture—arelesslikelytoascribe
environmentalconsequencestotheiractions.Conversely,thosewithbiosphericvaluesof
concernfortrees,marinelife,plants,whales,birdsandanimalsaremostlikelytorecognize
environmentalconsequences,takeresponsibilityfortheiractions,anddemonstrate
environmentalconcern.Altruisticvaluesfocusonthewellbeingofpeopleinthe
community,children,humanity,andfuturegenerations.Theyaretypicallynotcorrelated
withenvironmentalconcerns.

13
Stern,P.C.(2000).Towardacoherenttheoryofenvironmentallysignificantbehavior.JournalofSocial
Issues,56(3),407–424.
14
DeGroot,J.I.M.,&Steg,L.(2007).Valueorientationsandenvironmentalbeliefsinfivecountries:Validityof
aninstrumenttomeasureegoistic,altruisticandbiosphericvalueorientations.JournalofCross‐Cultural
Psychology,38(3),318–332.


17

Onaverage,allaudienceswerelowestinegoisticvalues(Mean
Egoistic
,5.8),andhighestin
altruisticandbiosphericvalues(Mean
Altruistic
,6.3;Mean
Biospheric
,6.3)(Figure7;Appendix
A29‐A31).Incomparingindividualfocalaudiences,thebusinesscommunityscoredhigher
onegoisticvaluesthanAudubonmembers;allaudiencesrankedsimilarlyonaltruistic
values;andAudubonmembersattributedthemselvesasmorebiosphericthanthefaith
community(byaslimmargin).Thesedatasuggesttherearesome,ifnotlarge,differences
acrosstheseaudiencesinvaluesystems.

Figure7.Audiencevaluestowardpeopleandthenaturalworld






18

3.6Saltmarshesandsealevelriseissueinvolvementandcommunication
Saltmarshesaretiedtotheseasbytheirsharingofsalinewaters,tidalcycles,andaquatic
species.Thisrelationshipnowputsthematthreatfromrapidlyrisingwatersdueto
meltingofland‐basediceandlandsubsidence.Restoringwetlands,ofwhichsaltmarshes
areonetype,hasbeenafocusofconservationeffortsformorethan60years.15Overthis
period,therehasbeenashiftfromvaluingwetlandsprimarilyashabitatforwildlifeto
appreciatingthemanyotherecosystemservicesthattheyprovide,fromwaterfiltrationto
carbonstorage.Whilethisisamoreholisticrepresentationoftheecologicalroleof
wetlands,italsoismoreabstractandremainsremovedfromthesocioculturalmeanings
thattheseareasmayholdforpeople.Indeed,sealevelrisemaysufferfromasimilarlevel
ofabstraction.16Recentstudieshavedemonstrateddifferencesinthemeaningascribedto
wetlandsbasedonthelevelofengagementpeoplehavewiththeseecosystems.17
Inordertocapturetheemotionalandcognitiveinvolvementthatpeoplehavewiththesalt
marshesandsealevelrise,weaskedouraudiencestheextenttowhichtheythinkabout,
careabout,andbelievetheyareknowledgeableaboutthesaltmarshesandsealevelrise.
Wealsoaskedthemhowfrequentlytheytalkaboutthesaltmarshes,andhearotherpeople
doso.
Acrossallaudiences,peopleweremorelikelytosaythattheycareaboutthesaltmarshes
(extremely,20%)thanthattheywereknowledgeableaboutthem(extremely,5%)orthat
theyfrequentlythinkaboutthem(extremely,5%)(Figures8a‐8b;AppendixA32‐A34).
Fewerthan1in10ofanyofthefouraudiencessaythattheyfeelextremelyknowledgeable
aboutthesaltmarshesorthinkaboutthemextremelyfrequently.Indeed,substantial
percentagesofthosefromhighereducationinstitutions,andthebusinessandfaith
community,saythattheyarenotatallknowledgeableorthinkaboutthesaltmarshes
(34%/40%,highereducation;33%/44%,businesscommunity;25%/34%,faith
community);only7%ofAudubonmemberssaythesame.
Theissueinvolvementquestionsforsealevelrisedemonstratedasimilarpattern.Across
allaudiences,peopleweremorelikelytosaythattheycareaboutsealevelrise(extremely,
19%)thanthattheywereknowledgeableaboutit(extremely,3%)orthattheyfrequently
thinkaboutit(extremely,4%)(Figure9;AppendixA35‐A37).Membersofthebusiness
communityaremostlikelytosaythattheyarenotatallknowledgeableaboutsealevelrise
(38%)andthinkaboutitnotatall(36%).Only11%and5%,respectively,ofAudubon
memberssaythesame.

15Davenport,M.A.,Bridges,C.A.,Mangun,J.C.,Carver,A.D.,Williard,K.W.J.,&Jones,E.O.(2010).Building
localcommunitycommitmenttowetlandsrestoration:AcasestudyoftheCacheRiverwetlandsinsouthern
Illinois,USA.EnvironmentalManagement,45(4),711–722.
16Akerlof,K.,Covi,M.,&Rohring,E.(inreview)Communicatingsealevelrise.OxfordEncyclopediaofClimate
ChangeCommunication.
17Dobbie,M.,&Green,R.(2013).PublicperceptionsoffreshwaterwetlandsinVictoria,Australia.Landscape
andUrbanPlanning,110,143–154.


19

Mostpeoplesaythattheyhaveheardthetermsaltmarsh—only13%saythattheyhave
not—butitdoesnotcomeupextremelyfrequentlyforthemajorityofPickeringCreek’s
audiences(hearaboutit“extremely”frequently,14%,faithcommunity;15%,higher
education;21%,businesscommunity;32%,Audubon)(AppendixA38).Evenfewerpeople
frequentlydiscussthesaltmarshes(3%),orhearotherpeopletalkaboutthem(2%)
(Figure9).Thereislittlevariationbyaudience(AppendixA39‐A40).Almosthalfofhigher
education,business,andfaithaudiencesnevertalkaboutthesaltmarshes(45%‐55%),or
hearpeopletheyknowtalkaboutthem(41%‐48%).Audubonmembersaremorelikelyto
engageatleastslightlyincommunicationonthisissue—eithertalkingthemselvesaboutit
(81%),orhearingotherstheyknowtalkaboutit(70%).

Figures8a‐8b.Saltmarshissueinvolvementandcommunication



20

Figure9.Sealevelriseissueinvolvement


3.7Saltmarshandsealevelriseknowledge
Intheprevioussection,measuresofself‐reportedknowledgeonsaltmarshesandsealevel
riseweredescribed.Inthebaselinesurvey,wealsoaskedrespondentsfivequestionsabout
saltmarshesandsealevelrisetoobjectivelycharacterizehowmuchinformationtheyhave
onthesesubjects.Thequestionsrangedfromthedefinitionandfunctionofasaltmarsh,to
threatstothesaltmarsh,rateofsealevelrise,andexplanationoftheroleoftheAtlantic
Flyway(AppendixA41‐A45).

Respondentsgethalfofthequestionscorrectonaverage(Mean,2.5)(Figure10;Appendix
A46).Audubonmembersaremostlikelytoanswerallquestionscorrectly(Mean,3.4).Ina
seriesofmultiplechoicequestions,themajoritycorrectlydefineasaltmarsh(66%)and
theAtlanticFlyway(72%),andidentifyoneofthefunctionsthatthesaltmarshdoesnot
have(59%).Fewerareabletodistinguishtheadditionofsoilsasnotathreattothe
marshes(45%)butasameansofbuildingupthemarshestoescaperisingwaterlines,or
theyearlyrateofrelativesealevelriseinMaryland(12%)(AppendixA41‐A45).








21

Figure10.Averagenumberofcorrectresponsestofiveknowledgequestions


3.8Sealevelriseandclimatechangecertaintyandcausation
WhilethemajorityintheU.S.havesaidthatclimatechangeishappeningfordecades,
18
less
thanhalfstronglyholdthatbelief,
19
includinginMaryland.
20
Someevidencehassuggested
thatstateresidentsareevenlesssureaboutsealevelrise.
21
Attitudesthatareheldmore
certainlyarelesslikelytochangeovertime,morelikelytoinfluenceotherattitudes,and
aremorehighlycorrelatedwithbehavior.
22

Weaskedrespondentsfirstwhethertheythoughtclimatechangewashappening,andthen
howcertaintheywereofthatattitude.Weaskedthesamesetofquestionsforsealevel

18
Klima,K.(2016).Publicperceptionsofglobalwarming:Understandingsurveydifferences.InJ.L.Drake,Y.
Y.Kontar,J.C.Eichelberger,T.S.Rupp,&K.M.Taylor(Eds.),Communicatingclimate‐changeandnatural
hazardriskandcultivatingresilience(Vol.45,pp.55–63).Springer.
19
Leiserowitz,A.,Maibach,E.,Roser‐Renouf,C.,Feinberg,G.,&Rosenthal,S.(2016).Climatechangeinthe
Americanmind:March,2016.YaleUniversityandGeorgeMasonUniversity.NewHaven,CT:YaleProgramon
ClimateChangeCommunication.
20
Akerlof,K.,Winch,P.,Parker,C.,&Buckland,A.(2015).Publicperceptionsofclimatechange,fall2015.
Fairfax,VA:CenterforClimateChangeCommunication,GeorgeMasonUniversity.
21
Akerlof,K.&Maibach,E.W.(2014).Adaptingtoclimatechange&sealevelrise:AMarylandstatewidesurvey,
fall2014.Fairfax,VA:CenterforClimateChangeCommunication,GeorgeMasonUniversity.
22
Visser,P.,&Holbrook,A.(2012).Metacognitivedeterminantsofattitudestrength.InP.Brinol&K.G.
DeMarree(Eds.),Socialmetacognition(pp.21–42).NewYorkandLondon:PsychologyPress.


22


Figure11.Audiencecertaintythatsealevelriseandclimatechangearehappening

23

rise.Whilein2015,only48%ofMarylanderssaidthattheywereveryorextremelysure
thatclimatechangeishappening,afull69%ofrespondentstothissurveysaythesame
(AppendixA47).However,attitudestowardsealevelriseareweaker,asexpected.Only
48%saythattheyareveryorextremelysurethatsealevelriseiscurrentlyhappening
alongMaryland’scoastlines(AppendixA48).Whilefewofanyaudiencesaythateither
climatechangeorsealevelrisearenothappening(6%CC;4%SLR),thedifferencesin
attitudinalcertaintybetweenaudiencescanbelarge.Two‐thirdsofAudubonmembersare
veryorextremelysuresealevelriseishappeninginMaryland,yetonly30%ofthe
businesscommunitysaythesame,a36percentagepointdifference(Figure11).Variance
inattitudinalcertaintyonclimatechangeissomewhatnarrower:morethanthree‐quarters
ofAudubonmembersareveryorextremelysureofitsexistence(77%),whileonly51%of
thebusinesscommunityare,a26percentagepointsplit.
ThemajorityofAudubonandhighereducationaudiencememberssaythatclimatechange
ismostlyorentirelycausedbyhumanactivities(respectively,61%and71%)(Appendix
A49).Lessthanhalfofthebusinessandfaithcommunitiessaythesame(40%and46%).
3.9Perceptionsofsocialandscientificconsensus
Oneofthefactorsthatinfluencesattitudinalcertaintyisthedegreetowhichpeople
perceivethatotherssharethesamebelief.23Indeed,communicationaboutthescientific
consensusonclimatechangehasbecomeawidelyadoptedmessagingstrategybasedona
considerablebodyofsocialscienceresearch.24Whathasbeenlessclearistherolethat
socialconsensusmayalsoplayininfluencingattitudinalcertainty.Justasmediaaccounts
ofclimatechangesciencehavelongemphasizeddisagreementbetweenscientists,as
opposedtoareasofconsensus,politicalreportinghasfocusedontheissue’ssocietal
polarization.PreliminaryresultsfromsurveysinMarylandsuggestthatperceptionsof
socialconsensusonclimatechangeplayasimilarroleininfluencingattitudinalcertainty
andfollow‐onbeliefsasdoesthescientificconsensus.
Surveyrespondentswereaskedtoestimatethepercentagerangeofpeopleintheir
community,region,andstatewhothoughtthatsealevelriseishappening,andthe
percentageofscientists.Theywerethenaskedthesamesetofquestions,butforclimate
change.AsseeninthestateofMarylandasawhole,25peopleweremuchmorelikelyto
underestimatethesocialconsensusonclimatechangethatthescientificconsensus—70%
correctlypegthescientificconsensusasover80%,whileonly24%saythatbetween60%‐
80%ofthestate’sresidentssaythatclimatechangeishappening(Figure12a;Appendix
A50).Onsealevelrise,againamajority—61%—saythatmorethan80%ofscientiststhink
itishappeningoffMaryland’scoastlines,butmostsaythat40%oflessofpeopleintheir
communityandthestateagreewiththem(51%inbothcases)(Figure12b;AppendixA51).
Therearefewdifferencesbetweenthefouraudiencesoftheseperceptions.

23Visser,P.,&Holbrook,A.(2012).
24vanderLinden,S.,Leiserowitz,A.,Feinberg,G.,&Maibach,E.(2015).Thescientificconsensusonclimate
changeasagatewaybelief:Experimentalevidence.PLoSONE,10(2),1–8.
25Akerlof,K.,Winch,P.,Parker,C.,&Buckland,A.(2015).

24

Figures12a‐12b.Perceptionsofsocialandscientificconsensusonclimateandsealevels






25

4. Civicandcommunicationopinionleadership
UsingopinionleadershipconstructsdefinedbyRogersandRoperASW,26weidentifieda
subsetofconservationcommunicationopinionleaders,civicleaders(termedinfluentials),
andcombinedcivicandconservationcommunicationleaderswithinthefouraudiences.
Decadesofresearchonbothopinionleadersandinfluentialssuggestthatthesepopulations
shouldbedifferentfromotherAmericansintheirdemographiccharacteristics,values,
socialinteractions,mediaconsumptionandpoliticalbehavior,reflectingtheirpivotalrole
inaffectingsocietalchange.27
Fivequestionsformedthebasisforthemeasurementofconservationcommunication
opinionleadership.Theitemsweresummedwithamaximumof24possiblepoints,
representingthehighestpossiblescoreforopinionleadership.Thequestionsaskhow
muchpeopletalk—andgiveadviceandinformation—about“protectingourregion’s
naturalareasandwildlife,”andhowmanypeopletheyhavereachedoverthepast6
months.
Onaverage,peoplescored14.2pointsoutofthepossible24onconservation
communicationopinionleadership,withthosefromhighereducationinstitutionsranking
thehighest(Mean,15.1)andthebusinesscommunitythelowest(Mean,12.9)(Figure13;
AppendixA52).
Civicleaders—orinfluentials—aredeterminedbycountinghowmanyof11politicalor
civicengagementactivitiestheyhavedoneoverthepastyear,includingmembershipina
groupthatlobbiesforpublicpolicychange,attendingarallyormeeting,contactingan
electedofficial,andservingasaanofficerorleaderinalocalorganization.Those
individualswhohaveaccomplished3of11actionsinthepastyearqualifyasaninfluential,
orcivicleaderaswewillcallthemhere.
Perhapssurprisingly,themajority(57%)ofrespondentsqualifyasacivicleader,including
allbutoneoftheaudiences(54%,Audubon;72%,highereducation;58%,faith
community)(Figure14;AppendixA53).Lessthanhalfofthebusinesscommunitysaythey
haveconducted3civicactionsinthelastyear(41%).



26Rogers,E.M.(2010).Diffusionofinnovations,4thEd.SimonandSchuster.;Keller,E.,&Berry,J.(2003).The
Influentials:OneAmericanintentellstheotherninehowtovote,wheretoeat,andwhattobuy.Simonand
Schuster.
27Nisbet,M.C.,&Kotcher,J.E.(2009).


26

Figure13.Conservationcommunicationleadership

Figure14.Civicleaderinfluentials




27

Bycrossingeachgroupofopinionleaders
28
—thoseatthetop25%ofthecommunication
scaleandthecivically‐mindedinfluentials—asmaller,yetstillsizeablegroupremains
withineachoftheaudiencewhoself‐reportasbothbeinghighlycommunicativewithin
theirsocialnetworkandpoliticallyactive(Figure15;AppendixA55).Almostathirdof
Aubudonandhighereducationaudiencesfallintothiscategory(Audubon,30%;higher
education,32%).Approximately1‐2ineach10peoplefromthebusinessandfaith
communitiesalsoqualify(business,11%;faith,22%).Wewouldanticipatethatthis
group’scombinedleadershipqualitieswouldmakethemthemostwell‐placedandskilled
inaffectingsocialchange.

Figure15.Combinedcivicandconservationcommunicationopinionleaders




28
AnideathatoriginatedwithE.W.MaibachatGeorgeMason’sCenterforClimateChangeCommunication
foranalysisofclimatechangeopinionleaders.

28

5. Factorsforopinionleadershipandissueinvolvement
Thefirstpartofthisreporthasenumeratedaseriesofaudiencecharacteristicswhich
socialscientistsbelievetobeimportantforpro‐environmentalbehaviors,including
communication.Inchoosingthemostimportanttargetsforthepurposesoflimited
outreachdollarsandtime,wecanmodelhowindividualvariablesmayaffecttheoutcomes
ofinterest—generatingpublicissueinvolvementinthesaltmarshesandsealevelrise,and
promotingcivicandconservationcommunicationleadership—whileholdingotherfactors
constant.
Forexample,attitudinalconsensusperceptionsarecorrelatedwiththreeoutcomesthatare
ofstrategiccommunicationinterest:conservationcommunicationleadership,andsealevel
riseandsaltmarshinvolvement(Table2).Sealevelriseinvolvement—anaggregatescale
variablemeasuringself‐reportedknowledge,frequencyofthought,andcaring—ishighly
correlatedwithmeasuresofperceivedsocialandscientificconsensusonbothsealevelrise
andclimatechange.Whenmeasuresofcommunityandscientificconsensusonsealevel
riseareincludedinafullmodelpredictingsealevelriseinvolvement(Table3),only
perceptionsofsealevelrisecommunityconsensusremainasignificantpredictor.This
suggestsitmaybeamoreproductivebelieftargetindesigningoutreachprograms.

Table2.Relationshipbetweenperceivedconsensusandissueleadershipandinvolvement
 
Civicandconservation
communication
leadership
Conservation
communication
leadership
Sealevelrise
involvement
Saltmarsh
involvement
Sealevel
rise
perceived
consensus
Peopleinmy
community
.176*.305**
Maryland's
EasternShore
residents
.327**
Maryland
residents
(statewide)
.162*.291**
Scientists .175*.333** .196**
Climate
change
perceived
consensus
Peopleinmy
community
.202**
Maryland's
EasternShore
residents
.196**
Maryland
residents
(statewide)
.144*
Climate
scientists
.157*.322** .158*
**.Correlationissignificantatthe0.01level(2‐tailed). 
*.Correlationissignificantatthe0.05level(2‐tailed). 


29

PlaceattachmenttoBlackwaterNationalWildlifeRefugeisoneofthestrongestfactors
relatedtoallfouroutcomevariablesofinterest(Table3).Itsignificantlypredictscivicand
conservationcommunicationleadership,conservationcommunicationleadership,andsalt
marshissueinvolvement.Affinityfornature(orrelatedness)isthenextmostfrequent
significantpredictor,connectedtobothsaltmarshandsealevelriseissueinvolvement.
Olderageandbiosphericvaluesalsocontributetosaltmarshissueinvolvement.Audubon
affiliation,notbeingassociatedwithahighereducationinstitution,andperceived
communitysealevelriseconsensuscontributetoissueinvolvementonthetopic.

Table3.Importantfactorsforissueleadershipandinvolvement
Standardizedmodelcoefficientsofpredictors

Civicand
conservation
communication
leadership
Conservation
communication
leadership
Saltmarsh
issue
involvement
Sealevelrise
issue
involvement
Age ‐‐ ‐‐ 0.43 ‐‐
Male ‐‐ ‐‐ ‐‐ ‐‐
Education ‐‐ ‐‐ ‐‐ ‐‐
Income ‐‐ ‐‐ ‐‐ ‐‐
Conservatism‐Liberalism ‐‐ ‐‐ ‐‐ ‐‐
Faithcommunit
y
‐‐‐‐‐‐‐‐
Audubonmember ‐‐ ‐‐ ‐‐ 0.16
Highereducation ‐‐ ‐‐ ‐‐ ‐0.18
Businesscommunit
y
‐‐ ‐‐‐‐‐‐
Placeattachment—
townorcommunity ‐‐ ‐‐ ‐‐ ‐‐
Placeattachment—
BlackwaterNational
WildlifeRefuge
0.60 0.25 0.18 ‐‐
Affinityfornature ‐‐ ‐‐ 0.23 0.19
Biosphericvalues ‐‐ ‐‐ 0.17 ‐‐
Sealevelrisecertaint
y
‐‐ ‐‐ ‐‐ ‐‐
Climatechangecertaint
y
‐‐ ‐‐ ‐‐ ‐‐
Perceivedcommunity
consensusonsealevelrise ‐‐ ‐‐ ‐‐ 0.16
Perceivedscientific
consensusonsealevelrise ‐‐ ‐‐ ‐‐ ‐‐
Varianceexplainedby
model26%22%33%44%






30

6. Summaryofaudiencecharacteristics
Theresultsfromthefirstpartofthisresearchstudycanbedividedintotwogroupsof
conclusions:1)aboutthesampleasawhole;and2)specificallyaboutthefourfocal
audiences.
Generalfindings
 Thesaltmarshesarenotasalientissueformostpeople.Amajoritysaythatthey
haveheardtheterm“saltmarsh”—only13%saythattheyhavenot—butitdoesnot
comeupextremelyfrequentlyformostofPickeringCreek’saudiences(20%).Even
fewerpeoplefrequentlydiscussthesaltmarshes(3%),orhearotherpeopletalk
aboutthem(2%).
 Morethantwo‐thirdsofrespondentsareveryorextremelysureclimatechangeis
happening(69%).Attitudestowardsealevelrisearemoreuncertain;only48%say
thattheyareveryorextremelysurethatsealevelriseiscurrentlyhappeningalong
Maryland’scoastlines
 Respondentsaremorelikelytounderestimatethesocialconsensusonclimate
changethanthescientificconsensus—70%correctlypegthescientificconsensusas
over80%,whileonly24%correctlysaythatbetween60%‐80%ofthestate’s
residentsbelievethatclimatechangeishappening.Onsealevelrise,againa
majority—61%—saythatmorethan80%ofscientiststhinkitishappeningoff
Maryland’scoastlines,butjustoverhalf(51%)saythat40%orlessofpeoplein
theircommunityandthestateagreewiththem.
 Allfouraudienceshaveindividualswhorankhighlyonconservation
communicationandcivicleadership.
 Amongthissample,placeattachmenttoBlackwaterNationalWildlifeRefugeisone
ofthestrongestfactorsrelatedtoissueinvolvementandopinionleadership.It
significantlypredictscivicandconservationcommunicationleadership,
conservationcommunicationleadership,andsaltmarshissueinvolvement.Affinity
fornatureisthenextmostfrequentsignificantpredictor.
Audiencespecificfindings
 Audubonmembersareuniqueinanumberofcharacteristics:1)mostdonotliveon
theEasternShore;2)theyrankhigherthantheotherthreeaudiences—business
community,faithcommunity,andhighereducation—onnaturerelatedness;3)their
valuesaremore“biospheric”;4)theyaremoreknowledgeableaboutsaltmarshes
andsealevelrise;and5)theyaremorecertainthatsealevelriseishappeningoffof
Maryland’sshores.
 Substantialpercentagesofthosefromhighereducationinstitutions,andthe
businessandfaithcommunity,saythattheyarenotatallknowledgeableorthink
aboutthesaltmarshes(34%/40%,highereducation;33%/44%,business
community;25%/34%,faithcommunity).
 Almosthalfofhighereducation,business,andfaithaudiencesnevertalkaboutthe
saltmarshes(45%‐55%),orhearpeopletheyknowtalkaboutthem(41%‐48%).

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 Membersofthebusinesscommunityaremostlikelytosaythattheyarenotatall
knowledgeableaboutsealevelrise(38%)orthinkaboutitnotatall(36%).Only
30%saytheyareveryorextremelysuresealevelriseishappening.
 Conservationcommunicationleadershipisthehighestamongthosefromhigher
educationinstitutionsandlowestamongthebusinesscommunity.
Whileacknowledgingthehigherrepresentationofwomenandmorehighlyeducated
audienceswholeanliberalamongthesurveyrespondents,forthepurposesofinforming
PickeringCreek’soutreach,thissamplerepresentsthoseorganizationsandindividuals
whoaremostlikelytorespondwithfairlyhighlevelsofrecruitmenteffort.Individualswho
arenotlikelytobepersuadedtoparticipateareinherentlyoflesserinteresttotheCenter.
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7. Audiences:Conclusionandrecommendations
Ashighlyconnectedtonatureandasactiveasopinionleadersasthesebaselinesurvey
respondentsare,thesaltmarshesarestillarelativelyesoterictopicthatdoesnotoften
comeupintheirconversations.Sealevelriseissimilarlynon‐salient;lessthanhalfarevery
orextremelysureitishappeningoffMaryland’scoastlines.Incontrast,two‐thirdsofthe
audienceareveryorextremelycertainofclimatechange.
Climatechangecommunicationisreachinganewstage,particularlyamonginformed
audiencessuchasthese,wherethediscussionisaboutspecificlocalizedphenomenaand
theirramificationsacrossanecosystem,includingitshumancommunities,insteadofthe
traditionalmessagesofclimatechangecommunication(it’shappening;humansarethe
cause;it’sharmful;wecandosomething).Whatmaybesurprisingtomanyisthatsealevel
rise—whichhasbeendiscussedasoneoftheeffectsofclimatechangefordecades—isnot
asfamiliartoaudiences.Ofthefourfocalaudiences—Audubonmembers,highereducation,
andthebusinessandfaithcommunities—theoneswhoaremostatriskfromsealevelrise
arethosewhoareproximatetolow‐lyingcoastallands,includingnearBlackwaterNWR.
Thesearethebusinessandfaithcommunities.Theprimaryeconomicsectorsfor
DorchesterCountyaremanufacturing,services,tourism,andagriculture/aquaculture.29A
numberofthesesectorswilllikelybeaffectedbysealevelrise.Startlingly,thebusiness
communityinDorchesterandTalbotcountiesistheleastlikelyofthefouraudiencestobe
awareofsealevelrise,orevenconvincedthatitisanissuewithlocalrelevance.
TheenvironmentaleducationmodelthatPickeringCreekAudubonCenterhasdeveloped
addressestheselocalizedeffectsofclimatechange:thelossandmigrationofthesalt
marshesduetosealevelrise.Moreover,itcombinesoutdoorexperienceswithecological
learningopportunities.Somecommunitiesarechoosing,however,toencouragepublic
participationindecision‐makingaboutwetlandrestorationasanalternateorparallel
model.30
Thesizeablepercentagesofopinionleaders—bothforcivicengagementandconservation
communication—withintheseaudiencespresentnascentpossibilitiesforgrassroots
mobilization.IfthatisadirectionthatPickeringCreekchoosestotake,however,thereare
significantpracticalchallengesinmarshalingthecurrentfourfocalaudiences,suchasthe
limitedproximityofthemostknowledgeableandinvolvedaudience—Audubon—tothe
refugeanditssurroundingcommunities.RegardlessoftheCenter’sdecision,these
analysesdemonstratetheimportanceofengenderingplaceattachmenttoBlackwater
NWR,acoreaspectofPickeringCreek’sprogram.Feelingofconnectednesswiththerefuge
arerelatedbothtosaltmarshissueinvolvementandtocivicandconservation
communicationopinionleadership.


29MarylandDept.ofBusinessandEconomicDevelopment.ND.Briefeconomicfacts:DorchesterCounty,
Maryland.Availableathttp://business.maryland.gov/Documents/ResearchDocument/DorchesterBef.pdf
30Davenport,M.A.,etal.(2010).

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Thisanalysisleadstothefollowingrecommendationstoincreaseattentionand
involvementofthecommunityinthemarshesandsealevels:
 Increasethefrequencyofcommunicationonsealevelriseanditslocaleffects,
especiallyonthesaltmarshes.
 Lookforadditionalopportunitiestopromotefeelingsofcommunityconnectedness
tothesaltmarshesandpride(seeboxbelow).
 Thevoicesofscientistsmatter,butsodothoseofcommunitymembers.Provide
opportunitiesduringalltypesofadultoutreachforpeopletohearfromeachother
sothattheyrealizetheyshareareasofcommonconcern.Mediastoriesthat
interviewmembersofthecommunitycanalsoaccomplishthesamegoal.
 Consideradecision‐makingengagementmodelthatwouldrecruitmembersofthe
localcommunitytopartnerwithgovernmentalandnon‐profitorganizations
pursuingsaltmarshrestorationandmigrationplanning.
 Reconsidertheselectionofaudiencesbasedonare‐evaluationoftheprogram’s
goals,thisstudy,andotherfactors.
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 ConsideradoptingRARE’s“pridecampaign”modeltofeaturearefugespecies,
suchasamarshbird,asacommunitymascot.
31
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 Increasesocialmedia,emaillistserv,andothercommunicationandoutreach
contentonthesaltmarshesandsealevelrisetoraisethefrequencythatthe
focalaudienceshearandthinkaboutthem.
 Connectwithlocalnewspapersandradiostationsandencouragethemto
assignareportertoregularlycovertherefuge,saltmarshes,andsealevelrise,
andtheimpactsofchangesonlocalcommunities.Providethemwithalistof
peoplewhocanserveascontacts.
 Leverageinterestinregionaloutdooractivitiesbypartneringwithother
organizationstocreatesportsevents,suchashalf‐marathonsortriathlons
thatarebasedintherefuge,drawtourists,augmentthelocaleconomy,and
increaselocalpride.
 Partnerwithoutdooroutfittersorotherorganizationstooffersummer
children’scampsintherefuge.
 Partnerwithculturalorganizationstosponsorsaltmarshartandphotography
contests,themedtheaterplays,historicalexhibits,specialtyfoodevents,or
concerts.



31
Jenks,B.,Vaughan,P.W.,&Butler,P.J.(2010).TheevolutionofRarePride:Usingevaluationtodrive
adaptivemanagementinabiodiversityconservationorganization.EvaluationandProgramPlanning,33(2),
186‐190.
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8. CharacterizingparticipantexperiencesatBlackwaterNWR
In2015and2016,fourEasternShorecollegesanduniversitiessentstudentstoparticipate
inBlackwaterNationalWildlifeRefugemarshtrips.Audubonmembersandaffiliated
volunteersroundedoutthelist.PickeringCreekAudubonCentermakesthedaylong
experientialeventsbothhands‐onandhighlyinteractive,drawingonallofthesenses.In
advertisingthetrip,theytellpotentialattendees:
 Experiencethesights,smells,andsoundsofthemarshfirsthand,
 Observebirdsfromeaglestoduckstosparrows,
 Seeconnectionsbetweenthesoil,plantsandanimalsofthesaltmarsh.
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Accordingly,inthissecondportionofthestudywelookforindicatorsnotjustof
engagementwiththenaturalenvironmentandecologicallearning,butofemotional
involvementandgroupbonding.Inparticular,weseektoidentifytypesofexperiencesthat
increasethelikelihoodofparticipants’communicationaboutthesaltmarshesandsealevel
rise,andevenPickeringCreek’sprogramitself.Thetwofocalaudiencesfortheprograms
arehighereducationandAudubon.Afewofthe221wereunaffiliated(4),andare
representedunder“allparticipants.”
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8.1FamiliaritywithBlackwaterNWR
Formosthighereducationparticipants,thetriptoBlackwaterNWRisanewexperience.
About6in10saytheyhavenotpreviouslyvisitedtherefuge(Figure16;AppendixB3).For
Audubonmembersandaffiliates,thereverseistrue.Morethan6in10saytheyhavebeen
thereontheirown,withanother1in10sayingtheyhavegonewithPickeringCreek(9%),
Figure16.Priorfamiliaritywiththerefuge
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and1in10sayingitwaswithanotherorganization(15%).(Respondentscouldselect
multiplecategories;totalsmaynotaddupto100%.)
8.2Groupcohesion
PeoplewhotakethetriptoBlackwaterNWRmaygoforthesaltmarshanditswildlife,but
thespecieswithwhichtheywillinteractthemostisotherhumanbeings:otherparticipants
andstaff.Thesegroupdynamicscanpromoteconservationintwoways:1)by
strengtheningindividualattitudesandinfluencingbehaviorsthroughsocialnorms;and2)
establishingsocialmotivationsforcooperation.Adiscussedintheprevioussectionon
socialconsensus,whenindividualsperceivethatotherswithwhomtheyidentifyareoflike
mind,thestrengthanddurabilityofthosesharedattitudeswithinthegroupincreases,32
alongwithconcomitantbehaviors.Socialmotivationmaybeparticularlyimportantforpro‐
environmentalbehaviors,whichareoftenassociatedwithlittleprivategainbyindividuals,
butgreatbenefitsforthesocialgroupstowhichtheybelong.Someauthorssuggestthat
programsthatpromotevoluntarycooperationwithgroupsbasedonsocialmotivations
maybemoreeffectivethanthosethatfocusonindividualshort‐terminterest.33
Threequestionsinthesurveyassessgroupcohesion—howfamiliarrespondentsarewith
othersinthegroup,andfeelingsofclosenessandbelonging.Mostparticipantssaytheyare
familiarwithothersintheirgroup—only12%arenot—andtheyfeeltheybelongtothe
group(55%),thoughtheydonotnecessarilyfeelparticularlyclosetothem(notatall‐
somewhat,53%)(Figures17a‐17c;AppendixB4‐B6).Mostofthehighereducation
participantsattendaspartofacourseorprogram.Asaresult,theyaremuchmorelikelyto
befamiliarwithothersintheirgroup—only5%saytheyarenot,asopposedto33%of
Audubonmembers.Morethanhalfofthemfeelaveryorextremelystrongsenseof
belongingtothegroup(58%),asopposedtojustunderhalfforAudubon(43%).Halfofthe
studentsandfacultyfeelveryorextremelyclosetoothergroupmembers(50%),whereas
34%ofAudubonmembersdo.








32Sunstein,C.R.(2000).Deliberativetrouble?Whygroupsgotoextremes.TheYaleLawJournal,110(1),71–
119.
33Tyler,T.,&Rankin,L.(2012).Themystiqueofinstrumentalism.InJ.Hanson(Ed.),Ideology,psychology,and
law(pp.537–573).OxfordUniversityPress.

36

Figures17a‐17c.Feelingsofgroupconnectionduringprogramexperience



37

9. Participantsatisfactionwithprogramcontentandstaff
Mostoftheorganizationsthatencouragetheirstudentsandmemberstoparticipatein
PickeringCreekAudubonCenter’sBlackwaterNWRtriphavedonesoformultipleyears.
Thisindicatestheperceivedvalueoftheprogramtoitspartnerorganizations.Wesought
tofurthercharacterizehowindividualparticipantsfeelabouttheprogramoverall,its
content,staffresponsiveness,andwhethertheywouldrecommendthetriptoothers.For
eachoftheseareasweaskedasetofthreequestions,followedbyanopen‐endedquestion
onwhatparticipantswouldtellafriendabouttheirexperiencethatday.Theirresponses
werecodedintocategories.
Allfourareas—programoverallsatisfaction,content,staffresponsiveness,andworthiness
ofrecommendation—arehighlyratedbyparticipants(Figures18‐21;AppendixB7‐B18).
AlmostallAudubonparticipantssaytheyweresatisfiedwiththeprogram,itscontent,and
staff,andwouldrecommendittoothers(98%‐100%,somewhat/stronglyagree).A
similarlyhigh88%to96%ofhighereducationstudentsandfacultysaylikewise.While
bothAudubonandhighereducationparticipantsreportfavorablyontheprogram,those
fromcollegesanduniversitiesareconsistentlysomewhatsofterintheirsupportforeachof
all12measures.Theyarelesslikelytostronglyagreewithpositiveprogramdescriptions
by13to25percentpointscomparedtoAudubonmembers.Thelargestsplitisinthose
whosaytheywouldparticipateintheprogramagain.Almost9in10ofAudubonmembers
sayyes(87%),butonly6in10fromregionaluniversitiesandcolleges(62%).

Figure18.Programsatisfaction




38

Figure19.Qualityofprogramcontent

Figure20.Staffcontributionstotheprogramexperience

Figure21.Programrecommendation


39

9.1Whatparticipantswouldtellothersabouttheirexperience
Whenaskedhowtheywoulddescribetheday,participants’mostfrequentcommentsare
thattheyhadagreatorfuntime(41%)(Figure22;AppendixB19).Statementsinthis
categoryinclude“funanddirty,”and“funinthemud,enjoymentofnature,agreattime
withnature.”Roughlyaquarterofparticipantsdescribeplantingactivities(23%),suchas
“hadagreatmorningplantingsmoothcordgrasswithbeautifulsceneryandenjoyedbeing
outside.”Twoin10ofparticipantsnotetheenvironmentalbenefitsoftheiractivities(or
suggestingthatothersalsoengageinpro‐environmentalbehaviors)(22%),like“Ifeltgood
aboutdoingsomethingfortheenvironmentinourlocalarea.”Twooftheleastfrequently
mentionedtopics—alongwithobservationsofwildlife(5%),andgettingcoldorwet
(5%)—aretheimportanceofBlackwaterNWRandthesaltmarshes(5%)andclimate
change(1%).Onepersonwhoaddressesbothofthesesaid,“Ididnotrealizethe
importancetowildlife,especiallybirds,ofasaltmarsh.Also,BlackwaterRefugeisbeing
affectedbyclimatechangeatafasterratethanmanyotherplaces.”


Figure22.Mostsalientaspectsoftheprogramlikelytobecommunicated





40

10. Emotionsexperiencedduringtheprogram
Environmentalattitudesarisefrombothcognitivebeliefsandemotion.
34
Someauthors
claimthatdirectexperiences—suchasspendingadayinthesaltmarsh—aremorelikelyto
generateattitudesthatarebasedonaffect(feelingsoremotion)thancognitivebeliefs,and
thattheseattitudesarelatermoreeasilyaccessedandinfluentialonbehavior.
35
Moreover,
peoplearemostlikelytosharestronglyemotionalexperienceswithothers,especially
thosethatevokeawe(orangerandanxiety).
36

Of18emotionslistedonthesurveyquestionnaire,onaverage,peoplesaidthatthey
experiencednine.Positiveemotions—happy(97%),motivated(93%),excited(89%)—are
themostfrequentlycited(Figure23;AppendixB20).Fewpeoplewereangry(1%),
dejected(2%),ordepressed(5%).Researchhasshownthatpositiveemotionalexperiences
aremorelikelytobecommunicatedthannegativeones.Whenparticipantswereasked
aboutthepredominantemotionstheyexperienced,theysaidthattheywereinspired
(46%)orhumbled(22%)(Figure24).Morethanhalf(55%)saidthattheyexperienced
thoseemotionsduringtheplantingofthegrasses.

Figure23.Emotionsexperiencedduringtheprogram



34
Pooley,J.A.,&O’Connor,M.(2000).Environmentaleducationandattitudes:Emotionsandbeliefsarewhat
isneeded.EnvironmentandBehavior,32(5),711–723.
35
Millar,M.G.,&Millar,K.U.(1996).Theeffectsofdirectandindirectexperienceonaffectiveandcognitive
responsesandtheattitude–behaviorrelation.JournalofExperimentalSocialPsychology,32(6),561–579.
36
Berger,J.,&Milkman,K.L.(2014).Emotionandvirality:Whatmakesonlinecontentgoviral?GfKMarketing
IntelligenceReview,5(1),18–23.


41

Figure24.Predominantemotionsexperiencedduringtheprogram


Figure25.PlaceattachmenttoBlackwaterNationalWildlifeRefuge







42

11. Participantattachmenttotherefugeandtonature
FeelingsofplaceattachmenttoBlackwaterNWRarehigheramongtripparticipants(Mean,
4.1)thanamongthefouraudiencesofthebaselinesurvey(Mean,3.6).37Assessing
differenceswithinthetwoaudiencesconsistentacrossbothsurveys—highereducation
andAudubon—highereducationrespondentsshowgreaterlevelsofemotional
connectednesshavingexperiencedthetriptoBlackwater.Thisdoesnotholdtruefor
Audubonmembers.38Therearenodifferencesonaffinitytonaturebetweenthetwo
surveys,eitherbetweenthefullsamplesorwithintheAudubonandhighereducation
audiences.
Thereweredifferencesbetweenthetwoaudienceswhoparticipatedinthedaylongevents
atBlackwater,however.Audubonmembersrankedhigheronbothplaceattachmentand
affinityfornaturethanthosefromhighereducationinstitutionsafterthetrip(Figures25‐
26;AppendixB22‐B23).39Audubonmembersscoredameanof4.5onplaceattachment
and4.6onnatureaffinityaftertheirtimeinthesaltmarshesversus,respectively,a4.0and
4.2amonghighereducationparticipants.

Figure26.Affinity—orrelatedness—tonature






37Placeattachment,t(392)=‐3.63,p<0.001.
38Audubon,MBaseline=4.05,MTrip=4.51,t(69)=‐1.75,p=0.08;highereducation,MBaseline=3.31,MTrip=4.01,
t(215)=‐3.08,p<0.01.
39Placeattachment,t(95)=‐2.64,p<0.05;natureaffinity,t(119)=‐4.60,p<0.001.

43

12. Understandingofsaltmarshes,sealevelrise,andclimate
Tripparticipantsonaveragecorrectlyanswermorethan3questionsoutatotalof5onthe
saltmarshesandsealevelrise(Mean,3.3)(Figure27;AppendixB29).Baselinesurvey
participantsscorealmostafullpointlower(Mean,2.5).Whenassessingdifferencesacross
thesurveyswithinaudiences,therearenodifferencesonknowledgeforAudubon
members,buttherearepositivegainsonthetripsurveyfortheacademicaudience.
40
Even
withthesehighernumbers,Audubonmembersanswerasignificantlygreaternumberof
questionsthanhighereducationparticipantsonthetripsurvey—anaverageof3.7
comparedto3.2.
41

12.1CertaintyofsealevelrisehigheramongAudubonandhighereducationparticipants
Tripparticipantsarealsomorecertainthatclimatechangeandsealevelriseareoccurring
thanthebaselinesurveyparticipants.
42
Roughlyaquartersaytheyareveryorextremely
surethatclimatechangeishappening(77%)andthatsealevelriseisoccurringoffof
Maryland’scoastlines(74%)(Figure28;AppendixB30‐B31).Inthebaselinesurvey,only
69%saythattheyareveryorextremelysureclimatechangeishappening,andlessthan
half—48%—aresimilarlycertainthatsealevelriseishappening(AppendixA47‐A48).
Whenanalyzedseparately,Audubonandhighereducationaudiencesaremorelikelyonthe
tripsurveythanthebaselinesurveytosaythatsealevelriseishappening,butnotthat
climatechangeisoccurring.
43
ComparingaudiencesontheBlackwaterNWRtrip,Audubon
membersaresignificantlymorelikelytosaythattheyarecertainaboutclimatechangeand
sealevelrisethanthosefromhighereducationinstitutions.
44

Figure27.Averagenumberofcorrectanswerstofiveknowledgequestions


40
Audubon,M
Baseline
=3.34,M
Trip
=3.68,t(89)=‐1.46,p=0.15;highereducation,M
Baseline
=2.15,M
Trip
=3.24,
t(88)=‐4.77,p<0.001.
41
t(215)=‐2.17,p<.05.
42
Climatechange,t(419)=‐2.72,p<.01;sealevelrise,t(425)=‐5.41,p<.001.
43
SLRAudubon,M
Baseline
=7.93,M
Trip
=8.47,t(77)=‐2.36,p<0.05;SLRhighereducation,M
Baseline
=7.41,M
Trip

=7.90,t(225)=‐2.58,p<0.05;CCAudubon,M
Baseline
=8.07,M
Trip
=8.44,t(87)=‐1.61,p=0.11;CChigher
education,M
Baseline
=7.69,M
Trip
=8.00,t(220)=‐1.39,p=0.17.
44
Climatechange,t(204)=‐2.55,p<.05;sealevelrise,t(211)=‐2.89,p<.001.

44


Figure28.Audiencecertaintythatsealevelriseandclimatechangearehappening

45

12.2Tripattendeescalloutlossofsaltmarshesduetosealevelrise
Inanopen‐endedquestion,wesoughttoassesshowtheparticipantsinthedaylong
educationalandexperientialeventunderstandtherelationshipbetweensealevelriseand
changesinthemarshes.Eachoftheresponseswascodedforeightcategoriesthatwere
frequentlymentioned.Mostpeople(56%)correctlysaythatsealevelsarecausingtheloss
ormovementofthesaltmarshesaspreviousareasofmarshlandbecomeopenwater,and
newlandsflood,allowingformigration(Figure29;AppendixB36).Asonerespondent
says,“wearelosingalotofareatoopenwaterwhichisreducingthemarshareas.”
Aboutaquarter(23%)alsoconnecttherisingwaterstospeciesandtheirhabitats,asin
onerespondent’sstatementthat“theplantsandanimalsarelosingsomeoftheirnatural
habitat.”Thelossoftrees—especiallypinetrees—isoftensingledoutasparticularly
characteristic(12%),suchas“sealevelrisekillspinetrees,pineneedlesfalloffandchange
thelandinthemarsh.”Theotherdynamicsmentionedbyrespondentsincludeerosion
(9%),salinitychanges(6%),andclimatechange(3%).

Figure29.Understandingoftheeffectsofsealevelriseonthesaltmarshes






46

13. Participantissueinvolvementandcommunicativeintent
Tripparticipantsreportbeingmorehighlyinvolvedinthesaltmarshesandsealevelrise
thanbaselinesurveyrespondents,asmeasuredbylevelsofcaringandself‐reported
knowledge(AppendixA32‐A37;B37‐B41).45Analysisbygroupdemonstratesthat
AudubonmemberswhoattendedtheBlackwaterNWRtriparemorelikelytoreportcaring
extremelyaboutboththesaltmarshesandsealevelrise,butnotfeelmoreextremely
knowledgeableaboutthetopics.46Highereducationparticipantscitehigherratesofcaring
aboutthemarshesandsealevelrise,andbeingknowledgeableaboutsealevelrise,butare
notmorelikelytofeelknowledgeableaboutthesaltmarshes.47

AudubonmembersduringtheBlackwaterNWRtriparealsomorelikelytocare
“extremely”forthesaltmarshesthandothosefromhighereducationinstitutions.48More
thantwo‐thirdsofparticipantsaffiliatedwithAudubon(67%)reportthattheyextremely
careforthesaltmarshes,comparedtojust40%ofstudentsandfacultyfromregional
collegesanduniversities(Figure30).Otherwise,thegroupsdifferlittleontheother
measuresofsaltmarshandsealevelriseinvolvement(Figures30‐31;AppendixB37‐B41).
Similarlysmallgroupsofbothaudiencessaythattheyareextremelylikelytotalkaboutthe
saltmarshes(28%)andsealevelrise(22%)withfamilyandfriendsafterthedaylong
program(Figures30‐31;AppendixB39andB42),butfeweranticipatetalkingaboutsea
levelrisethanthesaltmarshes.49Betweenaboutaquarterandathirdofhighereducation
(25%)andAudubon(35%)tripparticipantsindicatehighlevelsofcommunicativeintent
regardingthesaltmarshes,andrespectively20%and28%regardingsealevelrise.






45Testsonfrequencyof“extremely”responses.Saltmarshcaring,Χ2(1,n=428)=32.80,p<0.001;sealevel
risecaring,Χ2(1,n=428)=41.05,p<0.001;saltmarshknowledge,Χ2(1,n=428)=7.07,p<0.01;sealevel
riseknowledgeΧ2(1,n=427)=13.01,p<0.001.
46Testsonfrequencyof“extremely”responses.Auduboncaring/saltmarshes,MBaseline=0.32,MTrip=0.67,
t(87)=‐3.47,p<0.01;knowledge/saltmarshes,MBaseline=0.09,MTrip=0.09,t(88)=0.07,p=0.95;
caring/SLR,MBaseline=0.25,MTrip=0.61,t(88)=‐3.65,p<0.001;knowledge/SLR,MBaseline=0.02,MTrip=0.13,
t(63)=‐1.95,p=0.06.
47Testsonfrequencyof“extremely”responses.Highereducationcaring/saltmarshes,MBaseline=0.13,MTrip=
0.40,t(154)=‐4.57,p<0.001;knowledge/saltmarshes,MBaseline=0.07,MTrip=0.13,t(145)=‐1.62,p=0.11;
caring/SLR,MBaseline=0.23,MTrip=0.46,t(125)=‐3.39,p<0.01;knowledge/SLR,MBaseline=0.03,MTrip=0.12,
t(192)=‐2.56,p<0.05.
48Testsonfrequencyof“extremely”responses.Saltmarshcaring,Χ2(1,n=212)=10.54,p<0.01.
49Pairedttests,t(215)=‐3.64,p<0.001.

47

Figure30.Saltmarshissueinvolvementandcommunication

Figure31.Sealevelriseissueinvolvementandcommunication







48

13.1Emotionalexperiencesrelatetocommunicativeintent
Wehypothesizedthatsomeemotionswouldcorrelatemorestronglywithintenttotalk
aboutthesaltmarshesandsealevelrise(Table4).Thetopfiveemotionsrelatedto
intentiontocommunicateaboutthesaltmarshesare“inspired,”“excited,”“motivated,”
“entertained,”and“breathtaken.”Thetopfiveforsealevelriseare“inspired,”“motivated,”
“breathtaken,”“awestruck,”and“excited.”Almosthalfofparticipants(46%)saythatthe
primaryemotiontheyexperiencedwhileatBlackwaterNWRwasinspiration(Figure24).
Feelinghumbled—thesecondhighestreportedprimaryemotion(22%)—wasnothighly
correlatedwithcommunicativeintent.
Table4.Relationshipbetweenexperiencedemotionandlikelihoodforissuediscussion


Howlikelyisitthatyouwilltalkaboutthe
saltmarsheswithfriendsandneighborsafter
today’sprogram?
Howlikelyisitthatyouwilltalkaboutsea‐
levelrisewithfriendsandneighborsafter
today’sprogram?
Inspired .313** .274**
Excited .290** .194**
Motivated .288** .257**
Entertained .282** .215**
Breathtaken .240** .236**
Awestruck .231** .228**
Energetic .230** .156*
Shocked .174*.151*
Happy .150*‐‐
Bored ‐‐ ‐.156*
**.Correlationissignificantatthe0.01level(2‐tailed).
*.Correlationissignificantatthe0.05level(2‐tailed).












49

14. Factorsrelatedtoissueandprogramcommunication
DuringtheirtimeatBlackwaterNWR,participantsexperienceplaceattachmenttothe
refuge,anarrayofemotions,connectionstothegroupandtonature,andlearning
opportunities.Basedonprevioussocialscienceresearch,webelieveeachofthese
dimensionscanplayacriticalroleinaffectingpro‐environmentalbehaviorchange,
includingcommunication.However,notallofthesefactorsmaybeequalinthecontextof
thisparticulareducationprogramanditsaudiences.Bymodelingtherelativeinfluenceof
eachfactoroncommunicationintentanddispositiontopositivelyrecommendtheprogram
toothers,wecanidentifywhicharelikelymoreimportant.
Placeattachmentandaffinityfornature(orrelatedness)arethemostconsistentlyrelated
tocommunicationintentandprogramrecommendation(Table5).Numberofexperienced
emotions,feelingsofbondingwiththegroup,andhigherscoresontopicareaknowledge
alsosignificantlypredictsaltmarshcommunicationintent.Themodelpredicts37%ofsalt
marshcommunicationintent,butonly23%ofsealevelrisecommunicationintentor
programrecommendations.


Table5.Importantfactorsforissuediscussionandprogramrecommendation
Standardizedmodelcoefficientsofpredictors

Saltmarsh
communication
intent
Sealevelrise
communication
intent
Program
recommendation
disposition
Male ‐‐ ‐‐ ‐‐
Audubonmember ‐‐ ‐‐ ‐‐
Numberofemotions 0.23 ‐‐ ‐‐
Emotion‐‐inspired ‐‐ ‐‐ ‐‐
Emotion‐‐humbled ‐‐ ‐‐ ‐‐
Groupcohesion 0.19 ‐‐ ‐‐
Placeattachment—
BlackwaterNationalWildlifeRefuge 0.27 0.19 0.34
Affinityfornature 0.21 0.20 0.18
Topicareaknowledge 0.16 ‐‐ ‐‐
Varianceexplainedbymodel37% 23% 23%




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50

15. Understandingprogramparticipantexperiences
Theresultsfromthesecondpartofthisresearchstudycanbealsodividedintoaseriesof
conclusions:1)aboutthetripparticipantsasawhole;2)differencesbetweenthetwofocal
audiences;and3)differenceswithinaudiencesbetweenthebaselineandtripsurveys.
Generalfindings
1) Of18emotionslistedonthesurveyquestionnaire,onaverage,peopleexperience
nineduringtheirtimeatBlackwaterNWR.Almosthalfofparticipants(46%)say
thattheprimaryemotiontheyexperiencewhileatBlackwaterNWRisinspiration.
Thetopfiveemotionsrelatedtointentiontocommunicateaboutthesaltmarshes
are“inspired,”“excited,”“motivated,”“entertained,”and“breathtaken.”
2) Theplantingofsaltmarshgrassesistheportionofthedaythatismostlikelyto
inspireemotionamongattendees.
3) Tripparticipantsaremorecertainthatclimatechangeandsealevelriseare
occurringthanbaselinesurveyparticipants.Roughlyaquartersaytheyareveryor
extremelysurethatclimatechangeishappening(77%)andthatsealevelriseis
occurringoffofMaryland’scoastlines(74%).
4) Tripparticipantsreportbeingmorehighlyinvolvedinthesaltmarshesandsealevel
risethanbaselinesurveyrespondents,asmeasuredbytheircaringandself‐
reportedknowledgelevels.
5) Placeattachmentandaffinityfornature(orrelatedness)arethemostconsistently
relatedtocommunicationintentandprogramrecommendation.Numberof
experiencedemotions,feelingsofbondingwiththegroup,andhigherscoreson
topicareaknowledgealsosignificantlypredictsaltmarshcommunicationintent.
Differencesbetweenaudiences
1) HighereducationstudentsandfacultyfeelmorebondedasagroupthanAudubon
members.Morethanhalfofhighereducationstudentsandfacultyfeelaveryor
extremelystrongsenseofbelongingtothegroup(58%),asopposedtojustunder
halfforAudubon(43%).Halfofthestudentsandfacultyfeelveryorextremelyclose
toothergroupmembers(50%),whereas34%ofAudubonmembersdo.
2) AudubonmemberswhoparticipatedintheBlackwaterNWReventrankhigheron
placeattachment(Mean,4.5/6)andaffinityfornature(Mean,4.6/5)thanthose
fromhighereducationinstitutions(Means,4.0/6,4.2/5).
3) AudubonmemberswhoparticipateintheBlackwaterNWRprogramknowmore.
Theyansweragreaternumberofquestionsonthesaltmarshesandsealevelrise
thanhighereducationparticipants—anaverageof3.7comparedto3.2outof5.0
possible.
4) Inthetripsurvey,Audubonmembersaremorelikelytosaythattheyarecertain
aboutclimatechangeandsealevelrisethanthosefromacademicinstitutions.
5) Audubonmembersaremorelikelytosaythattheyextremelycareforthesalt
marshesafterspendingthedayatBlackwaterNWRthandothosefromhigher
educationinstitutions.Morethantwo‐thirdsofparticipantsaffiliatedwithAudubon

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(67%)reportthatthey“extremely”careforthesaltmarshes,comparedtojust40%
ofstudentsandfacultyfromregionalcollegesanduniversities.

DifferencesbetweensurveyswithinhighereducationandAudubonaudiences
1) HighereducationparticipantsontheBlackwatertripshowgreaterlevelsof
emotionalconnectednesstotherefuge(placeattachment)comparedtobaseline
surveydata;Audubonmembers—alreadyathighlevels—donot.Highereducation
audiencemembersalsodemonstratehigherlevelsofassessedknowledgeonsalt
marshandsealevelrise,whileAudubonaffiliatesdonot.
2) AudubonmemberswhoattendtheBlackwaterNWRtriparemorelikelytoreport
caringextremelyaboutboththesaltmarshesandsealevelrise,butnotfeelmore
extremelyknowledgeableaboutthetopics.Highereducationparticipantscite
higherratesofcaringaboutthemarshesandsealevelrise,andbeing
knowledgeableaboutsealevelrise,butarenotmorelikelytofeelknowledgeable
aboutthesaltmarshes.
3) Audubonandhighereducationaudiencesaremorelikelyonthetripsurveythanthe
baselinesurveytosaythatsealevelriseishappening,butnotthatclimatechangeis
occurring.
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16. Programexperiences:Conclusionandrecommendations
ThehighratingsofPickeringCreekAudubonCenter’sprogramandstaffatBlackwater
NationalWildlifeRefugedemonstrateitssuccessinengagingAudubonandhigher
educationaudiencesinrestoringthesaltmarshes,evenoncoldandrainydaysinwhich
participantsspendalotoftimeinthemuddywater.Theseexperiences—especiallythe
grassplantings—engenderpositiveemotions,includingmanythatarecorrelatedwith
intentiontosharetheirexperienceswithothers.Theseemotionsaremostoftenfeltwhen
participantsaredirectlyengagedwiththesaltmarshes,plantinggrasses.Theprocessof
connectingwithnatureoccursinparallelwithsocialbonding.Workingtogetherfora
commoncause—marshrestoration—theparticipantsfeelbelongingwithothermembers
ofthegroup.
Themeasuresofemotionandgroupbondingsuggestthatthedaylongeventcreatedthe
contextforattitudinalchange.Analyzingdatafromthetwoaudienceswhichbothtookthe
baselinesurveyandparticipatedintheoutreachprogram,weseethatwhenthereare
significantdifferences,theyarealwaystowardhigherknowledgeandissueinvolvement.
Indeed,weseegreaterlevelsofplaceattachmenttotherefuge(highereducation);higher
levelsofassessedknowledge(highereducation);caringextremelyaboutboththesalt
marshesandsealevelrise(Audubonandhighereducation),knowledgeaboutsealevelrise
(highereducation);andcertaintythatsealevelriseishappening(highereducationand
Audubon).
Whileitcannotbeassumedthatthedifferencesbetweenthesampleswereonlyduetothe
interventionbecauseofthecomparisonsacrossorganizationalaffiliationsinsteadof
individuals,itcertainlyissuggestivethatevenwithaudiencesthatarealreadyhighly
educatedandwithbiosphericvalues,therewasashiftupwardbetweenthetwosurveys
acrosstheseseriesofmeasures.Moreover,twoofthedynamicsthatcanbeattributedto
theoutreachactivities—emotionalengagementandsocialbonding—aredemonstrably
influentialinpredictingintenttocommunicateaboutthesaltmarsheswithfriendsand
family,asissealevelriseandsaltmarshtopicknowledge.Placeattachmentandaffinityfor
naturearerelatedtoallthreevariablesofinterest—intenttotalkaboutthesaltmarshes
andsealevelrise,andtorecommendPickeringCreek’sprogramtoothers.
OfnoteisthatthemajorityofAudubonparticipantshadalreadyvisitedtherefugebefore
thedaylongtripwithPickeringCreek;thatwasnotthecaseforthosefromhigher
educationinstitutions.Therearesharpdifferencesinthecharacteristicsofthetwo
audiences,withAudubonmembersgenerallydemonstratinggreaterknowledge,attitudinal
certainty,andissueinvolvement.
Thisanalysisleadstothefollowingrecommendationsforprogramdesignandtoincrease
post‐programcommunicationwiththewidercommunityonthesaltmarshesandsealevel
rise:
 Recognizethetimes—likethesaltmarshplantings—whereparticipantsengage
emotionallyasthepointsthathighlyrelatetowhetheraparticipantvoicesinterest
inrelatingtootherswhattheydidandlearned.

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 Lookforopportunitiestohelpthegroupmembersbondandexpresstheir
motivationsforrestoringthesaltmarshes.
 Promoterepeatvisitstothemarshes—andplaceattachment—byoffering
informationonhowtogetinvolvedinotherways.
 Provideawayforparticipantstorememberhowclosetheyfelttonatureatthe
refuge,suchasasunprintofaleaftheycantakehomewiththem,amudprintof
theirhandorboot,oracoupleofshortsentenceswrittenonanotecardthat
describeanimportantmomentforthem.
 Askparticipantswhattheythinktheirfriendsandfamilyknowaboutsealevelrise
andthesaltmarshes.Encourageparticipantstotalkwithothersabouttheseissues
andwhattheydidattherefuge.
 Peoplemaynotbelievethatotherscarewhattheythink.Tellthemhowimportant
theirattitudesareinshapingthoseofothers.
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 Usesurveydatatopromptconversationsaboutperceptionsofsocial
consensus.Askparticipants,whatpercentageofpeopleontheEasternShore
doyouthinkbelievethinkthatsealevelriseishappeningoffMaryland’s
shores?(55.6%,SLRhappening;32.7%,don’tknow;11.7%,SLRnot
happening)
 Encourageparticipantstoposttheirimagesofthedayonsocialmediaandtag
PickeringCreekandtherefuge.
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Audubon,HigherEducation,Business,&FaithAudience
BaselineData
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AppendixA
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Audienceaffiliation,baselinesurvey
Table A1
Audience affiliation
%
Audubon (n=204) 21.6
Higher education (n=205) 32.7
Business community (n=205) 29.8
Faith community (n=203) 43.3

Demographics,baselinesurvey
Table A2
What is your gender?
%
Male 29.6
Female 70.4
n = 206

Table A3Age
%
18 to 24 years old 29.3
25 to 34 years old 11.2
35 to 44 years old 7.8
45 to 54 years old 13.2
55 to 64 years old 20.0
65 to 74 years old 14.6
75 to 84 years old 3.9
n = 205
    
Table A4What is the highest degree or level of school that you have completed?
%
Less than high school .5
High school or GED 29.5
2-year associate’s degree or trade school 15.9
4-year college degree 22.7
Advanced degree beyond 4-year degree 31.4
n = 207

Table A5What ethnicity do you consider yourself?
%
Hispanic or Latino 2.4
Not Hispanic or Latino 97.6
n = 205

Table A6
Race
%
White 88.3
African American 5.4
Asian 1.0
American Indian or Alaska Native .5
Native Hawaiian or other Pacific Islander 1.0
Other 1.5
Two or more races 2.4
n = 205
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

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56

[Continued]Demographics,baselinesurvey
Table A7Household annual income
%
Less than $10,000 3.5
$10,000-$14,999 5.6
$15,000-$24,999 7.6
$25,000-$34,999 8.1
$35,000-$49,999 13.6
$50,000-$74,999 14.6
$75,000-$99,999 19.7
$100,000-$149,999 11.6
$150,000 or more 15.7
n = 198
Table A8Generally speaking, do you think of yourself as politically …
%
Very conservative 6.8
Somewhat conservative 20.9
Moderate, middle of the road 33.0
Somewhat liberal 21.8
Very liberal 17.5
n = 206

Communityplaceattachment
Table A9 In which county in Maryland do you live?
All respondents Audubon Higher education Business community Faith community
Dorchester 10.9% 4.5% 3.0% 29.5% 19.3%
Talbot 26.5% 25.0% 9.0% 54.1% 30.7%
Caroline 3.9% 0.0% 1.5% 9.8% 3.4%
Queen Anne's 2.2% 0.0% 1.5% 3.3% 3.4%
Kent 1.3% 2.3% 1.5% 0.0% 2.3%
Cecil 0.0% 0.0% 0.0% 0.0% 0.0%
Wicomico 13.0% 0.0% 31.3% 1.6% 5.7%
Somerset 1.3% 0.0% 1.5% 0.0% 1.1%
Worcester 5.7% 0.0% 16.4% 0.0% 6.8%
Other county in
Maryland (Please
write) 35.2% 68.2% 34.3% 1.6% 27.3%
n = 230 44 67 61 88
  
Table A10
Please tell us briefly which aspects of your community are most important to you? (Coded from open-ended responses.)
Environment/nature 34%
People 20%
Wildlife/habitat 18%
Recreation/activities 17%
Conservation activities 14%
Water/Chesapeake Bay 13%
Parks 10%
Safety 9%
Education 8%
Agriculture 6%
Economy/development 6%
Clean 6%
Outdoor access 5%
Rural 5%
Faith 5%
Arts/culture 5%
n = 196
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57

[Continued]Communityplaceattachment
Table A11
Town or community attachment
All respondents Audubon Higher education Business
community Faith community
I have negative
feelings for this
place.
False 88.4% 81.4% 86.6% 93.4% 92.0%
True 11.6% 18.6% 13.4% 6.6% 8.0%
n = 216 43 67 61 88
I have no
particular feelings
for this place.
False 88.3% 90.2% 89.4% 90.2% 86.2%
True 11.7% 9.8% 10.6% 9.8% 13.8%
n = 213 41 66 61 87
I do not think of
myself as being
from this place.
False 64.0% 70.0% 60.6% 63.9% 65.9%
True 36.0% 30.0% 39.4% 36.1% 34.1%
n = 211 40 66 61 85
I have an
emotional
attachment to this
place -- it has
meaning to me.
False 17.6% 11.6% 17.9% 14.8% 14.8%
True 82.4% 88.4% 82.1% 85.2% 85.2%
n = 216 43 67 61 88
I am willing to
invest my talent
or time to make
this an even
better place.
False 13.0% 9.3% 12.1% 8.2% 10.2%
True 87.0% 90.7% 87.9% 91.8% 89.8%
n = 215 43 66 61 88
I am willing to
make financial
sacrifices for the
sake of this
place.
False 40.4% 26.2% 50.7% 37.3% 29.1%
True 59.6% 73.8% 49.3% 62.7% 70.9%
n = 213 42 67 59 86
     
Table A12
Place attachment -- Your town or community
All respondents Audubon Higher education Business community Faith community
Mean 4.72 4.92 4.61 4.85 4.94
95% CI 4.53 4.55 4.24 4.58 4.67
4.90 5.27 4.97 5.08 5.18
n 184 39 61 53 80

BlackwaterNWRplaceattachment
Table A13
Place attachment to Blackwater National Wildlife Refuge
All respondents Audubon Higher education Business
community Faith community
I have negative
feelings for this
place.
False 97.6% 97.6% 98.5% 96.6% 97.7%
True 2.4% 2.4% 1.5% 3.4% 2.3%
n = 207 41 65 58 86
I have no
particular
feelings for this
place.
False 71.7% 87.5% 63.1% 71.9% 69.4%
True 28.3% 12.5% 36.9% 28.1% 30.6%
n = 205 40 65 57 85
I do not think of
myself as being
from this place.
False 26.3% 25.0% 24.6% 34.5% 33.3%
True 73.7% 75.0% 75.4% 65.5% 66.7%
n = 205 40 65 58 84
I have an
emotional
attachment to
this place -- it
has meaning to
me.
False 51.2% 25.0% 67.7% 43.1% 50.0%
True 48.8% 75.0% 32.3% 56.9% 50.0%
n =
205 40 65 58 84
I am willing to
invest my talent
or time to make
this an even
better place.
False 33.3% 34.1% 21.5% 35.1% 34.5%
True 66.7% 65.9% 78.5% 64.9% 65.5%
n =
204 41 65 57 84
I am willing to
make financial
sacrifices for the
sake of this
place.
False 52.5% 43.9% 56.9% 55.4% 50.6%
True 47.5% 56.1% 43.1% 44.6% 49.4%
n =
204 41 65 56 83
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58

[Continued]BlackwaterNWRplaceattachment
Table A14
Place attachment -- Blackwater National Wildlife Refuge
All respondents Audubon Higher education Business community Faith community
Mean 3.61 4.08 3.39 3.70 3.64
95% CI 3.39 3.64 2.96 3.20 3.29
3.85 4.49 3.82 4.15 3.97
n 184 39 61 53 80

AwarenessofandvisitstoPickeringCreekAudubonCenter
Table A15
Had you heard of Pickering Creek Audubon Center, located in Easton, before today?
All respondents Audubon Higher education Business community Faith community
No 39.3% 11.4% 59.7% 26.2% 36.4%
Yes 59.9% 88.6% 38.8% 73.8% 63.6%
I don't know .8% 0.0% 1.5% 0.0% 0.0%
n = 242 44 67 61 88

Table A16Have you ever visited Pickering Creek Audubon Center?
All respondents Audubon Higher education Business community Faith community
No 64.0% 47.7% 85.1% 50.8% 62.5%
Yes 35.1% 50.0% 13.4% 49.2% 36.4%
I don't know .8% 2.3% 1.5% 0.0% 1.1%
n = 242 44 67 61 88

Table A17 Have you, or your children, ever participated in a program run by Pickering Creek Audubon Center?-You
All respondents Audubon Higher education Business community Faith community
No 78.8% 52.3% 80.6% 80.3% 80.7%
Yes 17.1% 40.9% 9.0% 16.4% 15.9%
I don't know 2.1% 2.3% 7.5% 0.0% 2.3%
Not applicable 2.1% 4.5% 3.0% 3.3% 1.1%
n = 240 44 67 61 88

Table A18How frequently have you visited Pickering Creek Audubon Center?
All respondents Audubon Higher education Business
community Faith community
In the past 12
months Once 39.5% 26.3% 11.1% 28.6% 37.9%
A few times (2-3) 14.5% 21.1% 33.3% 14.3% 20.7%
Several times (4-
5) 6.6% 10.5% 11.1% 7.1% 10.3%
Many times (6+) 13.2% 36.8% 11.1% 10.7% 6.9%
I don't know 26.3% 5.3% 33.3% 39.3% 24.1%
n = 76 19 9 28 29
In previous years Once 27.1% 18.2% 0.0% 36.7% 34.4%
A few times (2-3) 27.1% 13.6% 11.1% 26.7% 21.9%
Several times (4-
5) 8.2% 4.5% 0.0% 6.7% 9.4%
Many times (6+) 31.8% 54.5% 66.7% 30.0% 31.3%
I don't know 5.9% 9.1% 22.2% 0.0% 3.1%
n = 85 22 9 30 32
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59
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[Continued]VisitstoPickeringCreekAudubonCenter
Table A19Which programs have you participated in?
All respondents Audubon Higher education Business
community Faith community
Bird Walk No 92.7% 80.0% 100.0% 90.9% 94.0%
Yes 7.3% 20.0% 0.0% 9.1% 6.0%
n = 179 40 28 55 67
A school program
with your children
or grandchildren
No 94.0% 92.5% 90.0% 87.9% 91.5%
Yes 6.0% 7.5% 10.0% 12.1% 8.5%
n = 183 40 30 58 71
Marsh Grass
Restoration Days
(Blackwater
National Wildlife
Refuge)
No 96.1% 92.5% 90.0% 94.6% 95.6%
Yes 3.9% 7.5% 10.0% 5.4% 4.4%
n = 181 40 30 56 68
Harvest Hoedown No 88.5% 68.3% 93.3% 91.2% 89.9%
Yes 11.5% 31.7% 6.7% 8.8% 10.1%
n = 183 41 30 57 69
Volunteering and e-
Bird Monitoring No 94.4% 80.0% 100.0% 96.4% 95.5%
Yes 5.6% 20.0% 0.0% 3.6% 4.5%
n = 179 40 28 55 67
Salt Marsh Stories
(educational talks
held off-site at
universities,
businesses,
churches and
Audubon chapter
meetings)
No 98.3% 95.0% 100.0% 98.2% 100.0%
Yes 1.7% 5.0% 0.0% 1.8% 0.0%
n = 179 40 28 55 67
Table A20
What did you enjoy the most about the programs you have attended?
Beautiful site and very helpful staff.
Being on such a beautiful piece of property. Samantha is great.
Being outdoors in a beautiful environment.
Being outdoors supporting an organization with common values
contributing to PCAC
Everyone is friendly and I just like being outdoors.
Everything
Friendly and knowledgeable staff
Gaining more knowledge about a subject I'm passionate about. Being outdoors in the countryside with other like-minded folks.
I enjoyed being outside "alone" on the sanctuary trying to provide help directly to Pickering Creek Sanctuary in it being an example of a "recognized
Local conservation, agricultural and environmental organization" trying to advance the educational process.
I honestly don't remember I was really young.
I liked the different events that were available
I teach, and involve my classes, so in addition to enjoying the experience I am grateful to get a chance to expose our students to the Pickering
Creek folks and their good work.
Learning from the great staff and volunteers at PCAC, enjoying the range of habitats at the Center, and feeling that I have contributed to the
organization.
Location
New insights into bird behavior
Seeing how well Pickering Creek is carrying out its mission of both land preservation and youth education.
spending time at the beautiful property, getting out on the water
staff is great and we love the interaction with the marsh via kayak
The children were able to interact with nature in a fun and educational way that made them eager to learn.
The environment
the physical location
The staff is amazing!!!!! Learning about all the different bird species. Really enjoyed it!!!!
The staff was very knowledgeable about the environment/programs. The activities were fun and age appropriate.
Those that were there were talking about how Pickering Creek started and their different programs they were working on. When I was there it was
anywhere between 2000 -2005 and I went when I was working with Caroline County Public Library.
Very educational and the volunteers are always great!
wonderful, well-informed staff, fabulous facility and environment
Worked with Chesapeake Audubon in the early days of Pickering Creek, before there were center programs. Helped to build some of the trails.
Also went on an organized canoe trip with Chesapeake Audubon. Enjoyed both events.
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60
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[Continued]VisitstoPickeringCreekAudubonCenter
Table A21
Is there anything that Pickering Creek could do to improve its programs for adults?
A better Welcome Center for casual walk-ins
Adult education efforts need to be stepped up by ALL conservation groups, not just Pickering Creek. While youth education is important, it is adults
who vote and make decisions effecting families and society in general.
Advertise them to western shore Audubon members, such as myself. I rarely hear about Pickering Creek Programs. But keep in mind that I am not
likely to drive from Harford County to Easton more than once or twice a year.
Better facilities for speakers and audiences. Current space tiny & cramped. Take a look at the way the Mass Audubon Society programs operate
and the range of programs and activities for adults and children. Pickering could learn from them.
Engage younger adults in programs (20s-40s).
Hard to say with only one visit.
Have more of them?
Have more public exposure to the "Eastern Shore" counties surrounding Pickering Creek by public awareness of adult conservation, adult
environment education, adult volunteer programs, adult scientific educators, adult conservation/environment speakers.
I don't think so.
I have enjoyed the couple of classes that I have taken and as I said before the staff is amazing and the knowledge that they share is fantastic!!
I know it may be a problem not easy to solve, but the ticks can be overwhelming along the trails and even areas near buildings. I find I am reluctant
to go there.
Move it closer to Salisbury :)!
No, The programs are perfectly fine.
None at this time.
Not that I am aware of.
Not that I know of.
Nothing I can think of at this time.
Probably but I can't readily identify it.
Send email reminders of upcoming programs.
speaker series held in downtown Easton, with a visit to a tavern when it's over / / off site trips for adults, including canoe trips on Shore rivers like
the Pocomoke, cycling trips, and birding trips to places like Chincoteague, Bombay Hook.

Children’svisitsandprogramming
Table A22Have you, or your children, ever participated in a program run by Pickering Creek Audubon Center?-Your children
All respondents Audubon Higher education Business community Faith community
No 49.4% 41.9% 37.3% 53.3% 53.5%
Yes 11.9% 11.6% 4.5% 23.3% 16.3%
I don't know .9% 4.7% 1.5% 0.0% 1.2%
Not applicable 37.9% 41.9% 56.7% 23.3% 29.1%
n = 235 43 67 60 86

Table A23Do you have children?
All respondents Audubon Higher education Business community Faith community
No 56.8% 45.5% 85.1% 39.3% 50.0%
Yes 43.2% 54.5% 14.9% 60.7% 50.0%
n = 241 44 67 61 88

Table A24How frequently have your children participated in programs run by Pickering Creek Audubon Center?
All respondents Audubon Higher education Business
community Faith community
In the past 12
months Once 27.3% 0.0% 0.0% 25.0% 25.0%
A few times (2-3) 13.6% 0.0% 0.0% 16.7% 8.3%
Several times (4-
5) 13.6% 0.0% 33.3% 25.0% 25.0%
Many times (6+) 18.2% 60.0% 33.3% 16.7% 8.3%
I don't know 27.3% 40.0% 33.3% 16.7% 33.3%
n = 22 5 3 12 12
In previous years Once 14.8% 20.0% 33.3% 14.3% 28.6%
A few times (2-3) 37.0% 0.0% 33.3% 42.9% 35.7%
Several times (4-
5) 3.7% 0.0% 0.0% 0.0% 0.0%
Many times (6+) 33.3% 60.0% 33.3% 42.9% 28.6%
I don't know 11.1% 20.0% 0.0% 0.0% 7.1%
n = 27 5 3 14 14
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61
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[Continued]Children’svisitsandprogramming
Table A25Which programs have your children participated in?
All respondents Audubon Higher education Business
community Faith community
EcoCamp No 96.2% 95.1% 93.3% 91.4% 94.3%
Yes 3.8% 4.9% 6.7% 8.6% 5.7%
n = 183 41 30 58 70
Junior Naturalist
Camp No 95.1% 95.1% 93.3% 89.7% 94.3%
Yes 4.9% 4.9% 6.7% 10.3% 5.7%
n = 184 41 30 58 70
Tiny Tots No 100.0% 100.0% 100.0% 100.0% 100.0%
n = 179 40 28 55 67
Visits to
Pickering Creek
through their
school
No 88.7% 92.7% 93.1% 79.7% 84.5%
Yes 11.3% 7.3% 6.9% 20.3% 15.5%
n = 186 41 29 59 71

Table A26
What did your children enjoy the most about the programs they attended?
Been so long ago I do not remember.
Being outdoors and learning about their "local" nature
being outdoors, camping, canoeing
Being outside doing Nature activities. Also, finding out about their environment.
Being outside exploring nature and doing fun things. (Summer day camp)
Being outside in beautiful surroundings and having fun activities to do.
Building nature habitats, canoeing, water games, catching their own bait, fishing and learning about the reptiles.
Exposure to the conservation, agricultural and environment attributes of Pickering Creek.
Friendly and knowledgeable staff, outdoor activities
great educational information, fun activities
Many hands on activities
Variety of events
Organized and Educational
Running around in the mud :)
that they were able to interact and learn about the marsh and the environment
the bird scavenger hunt
The building with the animals, the boat ride, and the trails.
The environment
They enjoyed being outdoors.
They learned to look at and appreciate the small things in nature...it amazed them to find out how much was going on in a pond ...and the loved the
turtles and frogs
They loved mostly everything they did that day, Especial going to the creek
time with me
trails
Water related activities, games

Table A27
Is there anything that Pickering Creek could do to improve its programs for children?
Can't think of anything
Continue, upgrade and advance to higher levels in providing the surrounding counties of Pickering Creek public primary and secondary school
systems with educational support.
Give the students more time at the Center.
Great programs.
I don't know
I don't think so.
I think it is a great program.
More activities for high school age students
No
No! They are fantastic and the counselors are amazing!
Not sure-- been a long time since I've been involved- and my son is now a young adult.
not that I can see
Not that I know of.

Natureaffinity
Table A28
Nature affinity
All respondents Audubon Higher education Business community Faith community
Mean 4.17 4.53 4.07 3.93 4.09
95% CI 4.06 4.40 3.89 3.69 3.89
4.27 4.67 4.25 4.15 4.27
n 202 43 66 59 87



62

Values
Table A29
Egoistic values
All respondents Audubon Higher education Business community Faith community
Mean 5.79 5.39 5.72 6.05 5.85
95% CI 5.62 5.02 5.38 5.76 5.59
5.95 5.74 6.00 6.30 6.11
n 201 43 66 59 86
 
Table A30
Altruistic values
All respondents Audubon Higher education Business community Faith community
Mean 6.32 6.37 6.23 6.34 6.40
95% CI 6.20 6.13 6.01 6.11 6.22
6.44 6.61 6.42 6.56 6.56
n 202 43 66 59 87
 
Table A31
Biospheric values
All respondents Audubon Higher education Business community Faith community
Mean 6.31 6.60 6.19 6.16 6.18
95% CI 6.18 6.40 5.95 5.88 5.97
6.44 6.79 6.42 6.42 6.38
n 202 43 66 59 87

Saltmarshissueinvolvement
Table A32How knowledgeable are you about the salt marshes?
All respondents Audubon Higher education Business community Faith community
Not at all 25.0% 6.8% 34.3% 32.8% 25.0%
Slightly 17.0% 4.5% 14.9% 26.2% 23.9%
Moderately 41.5% 59.1% 35.8% 29.5% 33.0%
Very 11.3% 20.5% 7.5% 8.2% 11.4%
Extremely 5.2% 9.1% 7.5% 3.3% 6.8%
n = 212 44 67 61 88

Table A33How frequently do you think about the salt marshes?
All respondents Audubon Higher education Business community Faith community
Not at all 30.2% 6.8% 40.3% 44.3% 34.1%
Slightly 33.0% 31.8% 31.3% 24.6% 31.8%
Moderately 24.5% 38.6% 20.9% 24.6% 26.1%
Very 7.5% 13.6% 1.5% 6.6% 4.5%
Extremely 4.7% 9.1% 6.0% 0.0% 3.4%
n = 212 44 67 61 88

Table A34How much do you care about the salt marshes?
All respondents Audubon Higher education Business community Faith community
Not at all 9.9% 2.3% 14.9% 14.8% 12.5%
Slightly 13.7% 4.5% 13.4% 21.3% 12.5%
Moderately 27.8% 18.2% 32.8% 23.0% 31.8%
Very 28.8% 43.2% 22.4% 29.5% 31.8%
Extremely 19.8% 31.8% 16.4% 11.5% 11.4%
n = 212 44 67 61 88

Sealevelriseissueinvolvement
Table A35
How frequently do you think about sea-level rise?
All respondents Audubon Higher education Business
community Faith community
Not at all 18.0% 4.5% 13.4% 36.1% 23.9%
Slightly 26.1% 29.5% 23.9% 31.1% 29.5%
Moderately 33.2% 31.8% 37.3% 21.3% 34.1%
Very 18.5% 27.3% 17.9% 11.5% 11.4%
Extremely 4.3% 6.8% 7.5% 0.0% 1.1%
n = 211 44 67 61 88

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63

[Continued]Sealevelriseissueinvolvement
Table A36
How much do you care about sea-level rise?
All respondents Audubon Higher education Business
community Faith community
Not at all 6.2% 0.0% 4.5% 13.1% 9.1%
Slightly 13.3% 11.4% 11.9% 21.3% 20.5%
Moderately 27.5% 22.7% 31.3% 31.1% 29.5%
Very 33.6% 40.9% 28.4% 26.2% 27.3%
Extremely 19.4% 25.0% 23.9% 8.2% 13.6%
n = 211 44 67 61 88
   
Table A37
How knowledgeable are you about sea-level rise?
All respondents Audubon Higher education Business community Faith community
Not at all 20.9% 11.4% 13.4% 37.7% 25.0%
Slightly 26.5% 20.5% 25.4% 34.4% 26.1%
Moderately 43.1% 54.5% 49.3% 24.6% 39.8%
Very 6.6% 11.4% 9.0% 3.3% 6.8%
Extremely 2.8% 2.3% 3.0% 0.0% 2.3%
n = 211 44 67 61 88

Saltmarshcommunication
Table A38
Before today, how frequently had you heard the term 'salt marsh'?
All respondents Audubon Higher education Business community Faith community
Not at all 13.2% 2.3% 25.4% 16.4% 13.6%
Slightly 11.8% 6.8% 9.0% 14.8% 14.8%
Moderately 26.4% 15.9% 28.4% 27.9% 28.4%
Very 28.8% 43.2% 22.4% 19.7% 29.5%
Extremely 19.8% 31.8% 14.9% 21.3% 13.6%
n = 212 44 67 61 88
Table A39How frequently do people you know talk about the salt marshes?
All respondents Audubon Higher education Business community Faith community
Not at all 43.4% 29.5% 47.8% 44.3% 40.9%
Slightly 30.7% 43.2% 26.9% 31.1% 38.6%
Moderately 19.8% 15.9% 19.4% 19.7% 13.6%
Very 3.8% 9.1% 3.0% 3.3% 4.5%
Extremely 2.4% 2.3% 3.0% 1.6% 2.3%
n = 212 44 67 61 88

Table A40How frequently do you talk about the salt marshes?
All respondents Audubon Higher education Business community Faith community
Not at all 42.5% 18.2% 44.8% 54.1% 46.6%
Slightly 33.0% 50.0% 28.4% 24.6% 34.1%
Moderately 17.9% 18.2% 20.9% 16.4% 11.4%
Very 3.8% 11.4% 3.0% 3.3% 5.7%
Extremely 2.8% 2.3% 3.0% 1.6% 2.3%
n = 212 44 67 61 88
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64

Saltmarshandsealevelriseknowledge
Table A41
What is a salt marsh?
All respondents Audubon Higher education Business
community Faith community
A type of wetland 8.0% 2.3% 9.0% 9.8% 12.5%
A transition between land and
ocean or bay systems 6.1% 6.8% 6.0% 4.9% 5.7%
A harsh environment where
plants and animals are
adapted to survive in tidal and
saline conditions
3.3% 2.3% 4.5% 3.3% 3.4%
***All of the above 65.6% 86.4% 55.2% 55.7% 58.0%
Don't know 17.0% 2.3% 25.4% 26.2% 20.5%
n = 212 44 67 61 88
***Correct response
Table A42
Which is not one of the functions of the salt marshes?
All respondents Audubon Higher education Business
community Faith community
Provide habitat for migrating
and breeding birds 1.9% 2.3% 1.5% 0.0% 0.0%
***Provide nurseries for
endangered shark species 59.4% 79.5% 47.8% 59.0% 58.0%
Purify water 11.3% 9.1% 13.4% 8.2% 10.2%
Provide erosion and flood
control 2.4% 2.3% 3.0% 1.6% 4.5%
Don't know 25.0% 6.8% 34.3% 31.1% 27.3%
n = 212 44 67 61 88
***Correct response
  
Table A43
What is the Atlantic Flyway?
All respondents Audubon Higher education Business
community Faith community
A type of bird mating behavior 1.4% 0.0% 1.5% 0.0% 1.1%
***A migratory path for birds 72.2% 97.7% 61.2% 60.7% 68.2%
A runway at Baltimore's airport .5% 2.3% 0.0% 0.0% 0.0%
An air circulation pattern .9% 0.0% 1.5% 0.0% 1.1%
Don't know 25.0% 0.0% 35.8% 39.3% 29.5%
n = 212 44 67 61 88
***Correct response
 
Table A44
Which is not threatening the salt marshes?
All respondents Audubon Higher education Business
community Faith community
Sea level rise 8.5% 11.4% 4.5% 9.8% 8.0%
***Addition of soils 44.5% 54.5% 46.3% 29.5% 40.9%
Climate change 4.3% 9.1% 0.0% 9.8% 2.3%
Invasive species 3.3% 0.0% 4.5% 3.3% 4.5%
Don't know 39.3% 25.0% 44.8% 47.5% 44.3%
n = 211 44 67 61 88
***Correct response
Table A45
How fast have sea levels been rising in comparison to Maryland's coastline in the last 10 years, if at all?
All respondents Audubon Higher education Business
community Faith community
Sea levels have not been
rising .5% 0.0% 0.0% 0.0% 0.0%
Less than 1/4 of an inch a year 7.6% 9.1% 10.4% 6.6% 5.7%
***Between 1/4 to 1/3 of an
inch a year 12.3% 15.9% 16.4% 3.3% 9.1%
Between 1/2 to 2/3 of an inch
a year 14.7% 15.9% 7.5% 13.1% 12.5%
A foot or more a year 2.8% 6.8% 3.0% 1.6% 2.3%
Don't know 62.1% 52.3% 62.7% 75.4% 70.5%
n = 211 44 67 61 88
***Correct response

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65

[Continued]Saltmarshandsealevelriseknowledge
Table A46
Correct knowledge scores
All respondents Audubon Higher education Business community Faith community
Mean 2.51 3.35 2.29 2.07 2.36
95% CI 2.30 3.00 1.91 1.66 2.02
2.71 3.66 2.68 2.46 2.66
n 202 43 66 59 87

Climatechangecertainty
Table A47












Do you think that climate change is currently happening? How sure are you that climate change is happening/not happening?
All respondents Audubon Higher education Business community Faith community
Extremely sure that
climate change is
not happening
.9% 0.0% 0.0% 3.3% 2.3%
Very sure that
climate change is
not happening
2.8% 0.0% 3.0% 4.9% 4.5%
Somewhat sure that
climate change is
not happening
1.4% 0.0% 1.5% 1.6% 1.1%
Not at all sure that
climate change is
not happening
.5% 0.0% 1.5% 0.0% 1.1%
Don't know 5.7% 11.4% 7.5% 6.6% 6.8%
Not at all sure that
climate change is
happening
2.4% 0.0% 0.0% 6.6% 4.5%
Somewhat sure that
climate change is
happening
17.1% 11.4% 17.9% 26.2% 18.2%
Very sure that
climate change is
happening
28.0% 25.0% 25.4% 26.2% 30.7%
Extremely sure that
climate change is
happening
41.2% 52.3% 43.3% 24.6% 30.7%
n = 211 44 67 61 88

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66
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Sealevelrisecertainty
Table A48
Do you think that sea-level rise is currently happening along Maryland’s coastlines? How sure are you that sea-level rise is
happening/not happening along Maryland's coastlines?
All respondents Audubon Higher education Business community Faith community
Extremely sure that
sea level rise is not
happening along
Maryland’s
coastlines
0.0% 0.0% 0.0% 0.0% 0.0%
Very sure that sea
level rise is not
happening along
Maryland’s
coastlines
.5% 0.0% 0.0% 1.6% 0.0%
Somewhat sure that
sea level rise is not
happening along
Maryland’s
coastlines
1.9% 0.0% 0.0% 3.3% 3.4%
Not at all sure that
sea level rise is not
happening along
Maryland’s
coastlines
1.4% 0.0% 0.0% 1.6% 2.3%
Don't know 10.9% 9.1% 13.4% 21.3% 15.9%
Not at all sure that
sea level rise is
happening along
Maryland’s
coastlines
4.7% 0.0% 1.5% 13.1% 5.7%
Somewhat sure that
sea level rise is
happening along
Maryland’s
coastlines
32.2% 25.0% 37.3% 29.5% 33.0%
Very sure that sea
level rise is
happening along
Maryland’s
coastlines
24.2% 20.5% 23.9% 14.8% 23.9%
Extremely sure that
sea level rise is
currently happening
along Maryland’s
coastlines
24.2% 45.5% 23.9% 14.8% 15.9%
n = 211 44 67 61 88

Climatechangecausation
Table A49
What do you think is causing climate change?
All respondents Audubon Higher education Business community Faith community
Caused entirely by
human activities 13.6% 11.4% 15.9% 9.1% 7.5%
Caused mostly by
human activities 44.2% 50.0% 55.6% 30.9% 43.8%
Caused about equally
by human activities
and natural changes
in the environment
25.6% 20.5% 17.5% 32.7% 27.5%
Caused mostly by
natural changes in
the environment
6.5% 11.4% 1.6% 7.3% 7.5%
Caused entirely by
natural changes in
the environment
1.0% 2.3% 1.6% 0.0% 1.3%
Don't know 9.0% 4.5% 7.9% 20.0% 12.5%
n = 199 44 63 55 80
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67
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Perceptionsofsocialandscientificconsensus
Table A50 Again, to the best of your knowledge, what percentage of the following people think climate change is happening?
All respondents Audubon Higher education Business
community Faith community
People in my
community 0-20% 17.1% 14.0% 19.4% 20.3% 22.1%
21-40% 21.5% 27.9% 28.4% 18.6% 19.8%
41-60% 30.2% 27.9% 23.9% 32.2% 27.9%
61-80% 23.9% 23.3% 23.9% 20.3% 24.4%
81-100% 7.3% 7.0% 4.5% 8.5% 5.8%
n = 205 43 67 59 86
Maryland's
Eastern Shore
residents
0-20% 10.2% 9.3% 10.4% 11.9% 12.8%
21-40% 21.5% 23.3% 23.9% 22.0% 24.4%
41-60% 33.2% 32.6% 34.3% 35.6% 29.1%
61-80% 28.3% 30.2% 28.4% 22.0% 26.7%
81-100% 6.8% 4.7% 3.0% 8.5% 7.0%
n = 205 43 67 59 86
Maryland
residents
(statewide)
0-20% 10.7% 11.6% 11.9% 10.2% 15.1%
21-40% 24.9% 34.9% 28.4% 22.0% 24.4%
41-60% 35.1% 41.9% 31.3% 32.2% 36.0%
61-80% 23.9% 9.3% 23.9% 27.1% 18.6%
81-100% 5.4% 2.3% 4.5% 8.5% 5.8%
n = 205 43 67 59 86
Climate scientists 0-20% 1.9% 0.0% 3.0% 0.0% 3.5%
21-40% 4.4% 0.0% 7.5% 5.1% 2.3%
41-60% 7.8% 11.4% 10.4% 6.8% 8.1%
61-80% 16.0% 20.5% 13.4% 16.9% 18.6%
81-100% 69.9% 68.2% 65.7% 71.2% 67.4%
n = 206 44 67 59 86
Table A51
To the best of your knowledge, what percentage of the following people think sea-level rise is happening along Maryland's coastlines?
All respondents Audubon Higher education Business
community Faith community
People in my
community 0-20% 28.6% 27.9% 26.9% 30.5% 31.4%
21-40% 22.8% 18.6% 29.9% 25.4% 23.3%
41-60% 23.3% 27.9% 19.4% 23.7% 23.3%
61-80% 19.4% 20.9% 19.4% 13.6% 16.3%
81-100% 5.8% 4.7% 4.5% 6.8% 5.8%
n = 206 43 67 59 86
Maryland's
Eastern Shore
residents
0-20% 11.2% 9.3% 10.4% 15.3% 12.8%
21-40% 22.3% 23.3% 25.4% 23.7% 23.3%
41-60% 27.2% 20.9% 29.9% 32.2% 31.4%
61-80% 29.6% 30.2% 29.9% 22.0% 24.4%
81-100% 9.7% 16.3% 4.5% 6.8% 8.1%
n = 206 43 67 59 86
Maryland
residents
(statewide)
0-20% 21.4% 25.6% 16.4% 27.1% 25.6%
21-40% 30.1% 30.2% 38.8% 23.7% 24.4%
41-60% 32.5% 34.9% 25.4% 33.9% 38.4%
61-80% 11.7% 7.0% 16.4% 8.5% 8.1%
81-100% 4.4% 2.3% 3.0% 6.8% 3.5%
n = 206 43 67 59 86
Scientists 0-20% 4.4% 0.0% 3.0% 8.6% 4.7%
21-40% 4.4% 6.8% 9.0% 0.0% 3.5%
41-60% 8.3% 6.8% 7.5% 12.1% 10.6%
61-80% 21.8% 20.5% 25.4% 20.7% 23.5%
81-100% 61.2% 65.9% 55.2% 58.6% 57.6%
n = 206 44 67 58 85
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Civicandissuecommunicationopinionleadership
Table A52
Conservation communication opinion leadership scale
All respondents Audubon Higher education Business community Faith community
Mean 14.21 14.65 15.07 12.92 13.80
95% CI 13.73 13.65 14.27 12.00 13.10
14.68 15.73 15.89 13.92 14.54
n 186 43 59 52 81
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Table A53
Influentials -- 3 or more civic actions in the past year
All respondents Audubon Higher education Business
community Faith community
Not an influential 43.2% 46.5% 28.4% 59.0% 42.0%
Roper ASW’s Influentials (3 or
more civic actions in past year) 56.8% 53.5% 71.6% 41.0% 58.0%
n = 206 43 67 61 88
   
Table A54
Number of civic actions (Maximum 11 possible)
All respondents Audubon Higher education Business community Faith community
Mean 4.50 3.88 6.67 2.90 4.34
95% CI 3.97 2.98 5.72 2.18 3.67
5.00 4.93 7.60 3.61 5.12
n 201 42 66 59 87
   
Table A55
Combined civic and natural resources communication opinion leadership
All respondents Audubon Higher education Business community Faith community
0-1 leadership categories 75.0% 69.8% 68.3% 88.7% 78.0%
Combined leadership categories 25.0% 30.2% 31.7% 11.3% 22.0%
n = 188 43 60 53 82
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BlackwaterNationalWildlifeRefugeProgram
ParticipationData

AppendixB
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Participantgender
Table B1
What is your gender?
%
Male 37.8
Female 62.2
n = 217
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FamiliaritywithprogrammingandBNWF
Table B2
Have you participated in a “Salt Marsh Stories” educational presentation by Pickering Creek?
All participants Audubon
participants
Higher
education
participants
No 71.5% 78.7% 68.8%
Yes — I saw the talk this year 12.7% 10.6% 13.5%
Yes — I have seen the talk in previous years 5.0% 4.3% 5.3%
Don’t know 8.1% 2.1% 10.0%
n = 221 47 170
*Totals may not total 100%; respondents may choose multiple answers.
Table B3
Have you visited Blackwater National Wildlife Refuge before today?
All participants Audubon participants Higher education
participants
No 52.5% 21.3% 61.2%
Yes — With Pickering Creek Audubon Center 8.6% 8.5% 8.2%
Yes — With another organization 10.0% 14.9% 8.2%
Yes — On my own 29.9% 68.1% 18.8%
Don’t know 4.1% 0.0% 5.3%
n = 221 47 170
*Totals may not total 100%; respondents may choose multiple answers.
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Groupcohesion
Table B4
How familiar are you with the other people who participated in the program today?
All participants Audubon participants Higher education participants
Not at all 11.9% 32.6% 5.3%
A little 15.1% 26.1% 11.2%
Somewhat 42.5% 21.7% 49.1%
Very 22.8% 10.9% 26.6%
Extremely 7.8% 8.7% 7.7%
n = 219 46 169
Table B5
How strong is your feeling of belonging to the people in the group today?
All participants Audubon participants Higher education participants
Not at all 2.7% 4.3% 2.4%
A little 10.5% 17.0% 8.3%
Somewhat 32.3% 36.2% 31.4%
Very 34.5% 25.5% 36.7%
Extremely 20.0% 17.0% 21.3%
n = 220 47 169
Table B6
How close do you feel to the people in your group today?
All participants Audubon participants Higher education participants
Not at all 3.2% 2.1% 3.6%
A little 12.3% 17.0% 10.7%
Somewhat 37.9% 46.8% 35.7%
Very 29.2% 14.9% 32.7%
Extremely 17.4% 19.1% 17.3%
n = 219 47 168
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Overallprogramsatisfaction
Table B7
I feel very good about my experiences today.
All participants Audubon participants Higher education participants
Strongly disagree .9% 0.0% 1.2%
Somewhat disagree .5% 0.0% .6%
Neutral 3.7% 0.0% 4.8%
Somewhat agree 11.5% 2.1% 14.3%
Strongly agree 83.5% 97.9% 79.2%
n = 218 47 168
Table B8
I am satisfied with Pickering Creek Audubon Center’s program today.
All participants Audubon participants Higher education participants
Strongly disagree .5% 0.0% .6%
Somewhat disagree .5% 0.0% .6%
Neutral 5.0% 2.1% 6.0%
Somewhat agree 7.8% 0.0% 10.1%
Strongly agree 86.2% 97.9% 82.7%
n = 218 47 168
Table B9
I enjoyed Blackwater National Wildlife Refuge.
All participants Audubon participants Higher education participants
Strongly disagree .9% 0.0% 1.2%
Somewhat disagree 0.0% 0.0% 0.0%
Neutral 4.1% 0.0% 5.4%
Somewhat agree 11.1% 6.4% 12.6%
Strongly agree 83.9% 93.6% 80.8%
n = 217 47 167
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Programcontentassessment
Table B10
The program was interesting.
All participants Audubon participants Higher education participants
Strongly disagree .9% 0.0% 1.2%
Somewhat disagree .9% 0.0% 1.2%
Neutral 3.7% 0.0% 4.8%
Somewhat agree 20.3% 8.5% 24.0%
Strongly agree 74.2% 91.5% 68.9%
n = 217 47 167
Table B11The program was well-organized.
All participants Audubon participants Higher education participants
Strongly disagree .5% 0.0% .6%
Somewhat disagree .5% 0.0% .6%
Neutral 3.7% 0.0% 4.8%
Somewhat agree 19.3% 6.4% 23.2%
Strongly agree 76.1% 93.6% 70.8%
n = 218 47 168

Table B12The program was stimulating.
All participants Audubon participants Higher education participants
Strongly disagree .9% 0.0% 1.2%
Somewhat disagree 1.8% 0.0% 2.4%
Neutral 7.4% 2.1% 9.0%
Somewhat agree 19.4% 10.6% 21.6%
Strongly agree 70.5% 87.2% 65.9%
n = 217 47 167
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Programstaffassessment
Table B13
The staff were knowledgeable.
All participants Audubon participants Higher education participants
Strongly disagree .5% 0.0% .6%
Somewhat disagree .5% 0.0% .6%
Neutral 2.3% 0.0% 3.0%
Somewhat agree 9.6% 2.1% 11.9%
Strongly agree 87.2% 97.9% 83.9%
n = 218 47 168
Table B14
The staff were responsive to participant needs and questions.
All participants Audubon participants Higher education participants
Strongly disagree .9% 0.0% 1.2%
Somewhat disagree 0.0% 0.0% 0.0%
Neutral 1.8% 0.0% 2.4%
Somewhat agree 9.2% 2.1% 11.3%
Strongly agree 88.1% 97.9% 85.1%
n = 218 47 168
Table B15The staff did a good job in making it a fun day for me.
All participants Audubon participants Higher education participants
Strongly disagree .9% 0.0% 1.2%
Somewhat disagree .9% 0.0% 1.2%
Neutral 2.3% 0.0% 3.0%
Somewhat agree 14.7% 2.1% 18.6%
Strongly agree 81.1% 97.9% 76.0%
n = 217 47 167
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Programrepeatparticipation
Table B16
I would participate in this program again.
All participants Audubon participants Higher education participants
Strongly disagree 1.8% 0.0% 2.4%
Somewhat disagree 1.4% 0.0% 1.8%
Neutral 6.9% 2.1% 8.3%
Somewhat agree 22.0% 10.6% 25.6%
Strongly agree 67.9% 87.2% 61.9%
n = 218 47 168
Table B17
I will recommend this program to other people.
All participants Audubon participants Higher education participants
Strongly disagree 1.4% 0.0% 1.8%
Somewhat disagree 1.4% 0.0% 1.8%
Neutral 7.8% 2.1% 9.5%
Somewhat agree 16.5% 8.5% 19.0%
Strongly agree 72.9% 89.4% 67.9%
n = 218 47 168
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Programrecommendations
Table B18
I will say positive things about this program to other people.
All participants Audubon participants Higher education participants
Strongly disagree .9% 0.0% 1.2%
Somewhat disagree 1.4% 0.0% 1.8%
Neutral 3.2% 0.0% 4.2%
Somewhat agree 13.3% 6.4% 15.5%
Strongly agree 81.2% 93.6% 77.4%
n = 218 47 168
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Participantdescriptionsofprogram
Table B19
If you were to tell a friend about your day today, what would you say? (Coded from open ended responses.)
Fun/great time 41%
Planted marsh grass/trees/etc. 23%
Engage(d) in environmental conservation 22%
Dirty/muddy 17%
Educational 17%
Great people 11%
Beautiful 7%
Cold/wet 5%
Saw wildlife 5%
Importance of salt marshes/BNWR 5%
Climate change 1%
n = 190
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Emotionalresponses
Table B20
Please tell us whether you felt the following emotions or reactions during the day.
All participants Audubon participants Higher education participants
Happy No 3.2% 0.0% 4.2%
Yes 96.8% 100.0% 95.8%
n = 218 47 168
Energetic No 13.8% 6.4% 16.2%
Yes 86.2% 93.6% 83.8%
n = 218 47 167
Excited No 11.5% 8.5% 11.4%
Yes 88.5% 91.5% 88.6%
n = 217 47 166
Bored No 91.1% 100.0% 88.3%
Yes 8.9% 0.0% 11.7%
n = 214 47 163
Angry No 98.6% 100.0% 98.8%
Yes 1.4% 0.0% 1.2%
n = 214 46 164
Annoyed No 94.9% 100.0% 93.3%
Yes 5.1% 0.0% 6.7%
n = 214 47 163
Motivated No 7.3% 2.1% 8.9%
Yes 92.7% 97.9% 91.1%
n = 219 47 168
Inspired No 15.6% 6.4% 18.0%
Yes 84.4% 93.6% 82.0%
n = 218 47 167
Humbled No 21.1% 34.1% 17.0%
Yes 78.9% 65.9% 83.0%
n = 213 44 165
Sad No 89.8% 93.6% 89.1%
Yes 10.2% 6.4% 10.9%
n = 216 47 165
Depressed No 95.3% 100.0% 94.5%
Yes 4.7% 0.0% 5.5%
n = 213 46 163
Dejected No 97.7% 100.0% 96.9%
Yes 2.3% 0.0% 3.1%
n = 214 47 163
Surprised No 44.7% 54.3% 41.2%
Yes 55.3% 45.7% 58.8%
n = 215 46 165
Amazed No 33.6% 46.7% 29.7%
Yes 66.4% 53.3% 70.3%
n = 214 45 165
Entertained No 13.0% 13.3% 12.0%
Yes 87.0% 86.7% 88.0%
n = 215 45 166
Awestruck No 44.5% 57.8% 40.5%
Yes 55.5% 42.2% 59.5%
n = 211 45 163
Shocked No 65.3% 84.4% 60.4%
Yes 34.7% 15.6% 39.6%
n = 213 45 164
Breathtaken No 47.1% 63.6% 42.6%
Yes 52.9% 36.4% 57.4%
n = 210 44 162
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PlaceattachmenttoBlackwaterNationalWildlifeRefuge
Table B21
Place attachment to Blackwater National Wildlife Refuge
All participants Audubon participants Higher education
participants
I have negative feelings
for this place. False 99.5% 100.0% 99.4%
True .5% 0.0% .6%
n = 219 47 169
I have no particular
feelings for this place. False 87.6% 100.0% 84.0%
True 12.4% 0.0% 16.0%
n = 218 47 169
I do not think of myself as
being from this place. False 37.6% 28.9% 40.0%
True 62.4% 71.1% 60.0%
n = 213 45 165
I have an emotional
attachment to this place --
it has meaning to me.
False 34.9% 19.6% 39.8%
True 65.1% 80.4% 60.2%
n = 215 46 166
I am willing to invest my
talent or time to make this
an even better place.
[Blackwater National
Wildlife Refuge]
False 17.5% 4.3% 21.6%
True 82.5% 95.7% 78.4%
n = 217 47 167
I am willing to make
financial sacrifices for the
sake of this place.
False 58.0% 52.3% 60.0%
True 42.0% 47.7% 40.0%
n = 212 44 165
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Table B22
Place attachment to Blackwater National Wildlife Refuge
All participants Audubon participants Higher education participants
Mean 4.12 4.51 4.01
95% CI 3.94 4.20 3.77
4.33 4.81 4.23
n 201 41 158
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Natureaffinity
Table B23
Nature affinity
All participants Audubon participants Higher education participants
Mean 4.26 4.60 4.16
95% CI 4.15 4.44 4.04
4.36 4.72 4.27
n 218 47 168
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Saltmarshandsealevelriseknowledge
Table B24
What is a salt marsh?
All participants Audubon participants Higher education participants
A type of wetland 9.1% 6.4% 10.1%
A transition between land and
ocean or bay systems 4.1% 2.1% 4.7%
A harsh environment where plants
and animals are adapted to
survive in tidal and saline
conditions
5.9% 6.4% 5.9%
***All of the above 76.7% 80.9% 75.1%
Don't know 4.1% 4.3% 4.1%
n = 219 47 169
***Correct response
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[Continued]Saltmarshandsealevelriseknowledge
Table B25Which is not one of the functions of the salt marshes?
All participants Audubon participants Higher education participants
Provide habitat for migrating and
breeding birds 1.4% 0.0% 1.8%
***Provide nurseries for
endangered shark species 68.5% 85.1% 63.3%
Purify water 16.0% 8.5% 18.3%
Provide erosion and flood control 4.1% 2.1% 4.7%
Don't know 10.0% 4.3% 11.8%
n = 219 47 169
***Correct response
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Table B26
What is the Atlantic Flyway?
All participants Audubon participants Higher education participants
A type of bird mating behavior 2.7% 2.1% 3.0%
***A migratory path for birds 79.5% 91.5% 75.7%
A runway at Baltimore's airport .9% 0.0% 1.2%
An air circulation pattern .5% 0.0% .6%
Don't know 16.4% 6.4% 19.5%
n = 219 47 169
***Correct response
Table B27
Which is not threatening the salt marshes?
All participants Audubon participants Higher education participants
Sea level rise .9% 0.0% 1.2%
***Addition of soils 84.4% 80.9% 85.1%
Climate change 1.8% 2.1% 1.8%
Invasive species 2.8% 6.4% 1.8%
Don't know 10.1% 10.6% 10.1%
n = 218 47 168
***Correct response
Table B28 How fast have sea levels been rising in comparison to Maryland's coastline in the last 10 years, if at all?
All participants Audubon participants Higher education participants
Sea levels have not been rising .5% 0.0% .6%
Less than 1/4 of an inch a year 3.7% 4.3% 3.0%
***Between 1/4 to 1/3 of an inch a
year 27.2% 29.8% 26.9%
Between 1/2 to 2/3 of an inch a
year 21.2% 23.4% 20.4%
A foot or more a year 2.8% 2.1% 3.0%
Don't know 44.7% 40.4% 46.1%
n = 217 47 167
***Correct response

Table B29
Average number of correct answers
All participants Audubon participants Higher education participants
Mean 3.33 3.68 3.24
95% CI 3.15 3.34 3.04
3.50 4.02 3.44
n 221 47 170
 









77

Climatechangeandsealevelrisecertaintyandcausation
Table B30
Do you think that climate change is currently happening? How sure are you that climate change is happening/not happening?
All participants Audubon participants Higher education participants
Extremely sure that climate
change is not happening 0.0% 0.0% 0.0%
Very sure that climate change is
not happening 1.4% 0.0% 1.9%
Somewhat sure that climate
change is not happening 0.0% 0.0% 0.0%
Not at all sure that climate change
is not happening 0.0% 0.0% 0.0%
Don't know 5.7% 2.2% 6.8%
Not at all sure that climate change
is happening 1.9% 0.0% 2.5%
Somewhat sure that climate
change is happening 13.8% 11.1% 14.9%
Very sure that climate change is
happening 22.9% 24.4% 21.7%
Extremely sure that climate
change is happening 54.3% 62.2% 52.2%
n = 210 45 161
 
Table B31
Do you think that sea-level rise is currently happening along Maryland’s coastlines? How sure are you that sea-level rise is
happening/not happening along Maryland's coastlines?
All participants Audubon participants Higher education participants
Extremely sure that sea level rise
is not happening along
Maryland’s coastlines
0.0% 0.0% 0.0%
Very sure that sea level rise is not
happening along Maryland’s
coastlines
.5% 0.0% .6%
Somewhat sure that sea level rise
is not happening along
Maryland’s coastlines
0.0% 0.0% 0.0%
Not at all sure that sea level rise
is not happening along
Maryland’s coastlines
0.0% 0.0% 0.0%
Don't know 6.0% 2.1% 7.2%
Not at all sure that sea level rise
is happening along Maryland’s
coastlines
3.7% 0.0% 4.2%
Somewhat sure that sea level rise
is happening along Maryland’s
coastlines
15.7% 12.8% 16.9%
Very sure that sea level rise is
happening along Maryland’s
coastlines
27.8% 19.1% 30.7%
Extremely sure that sea level rise
is currently happening along
Maryland’s coastlines
46.3% 66.0% 40.4%
n = 216 47 166

Table B35
What do you think is causing climate change?
All participants Audubon participants Higher education participants
Caused entirely by human
activities 7.4% 8.9% 7.1%
Caused mostly by human activities 56.4% 55.6% 56.1%
Caused about equally by human
activities and natural changes in
the environment
29.4% 31.1% 29.0%
Caused mostly by natural changes
in the environment 2.5% 2.2% 2.6%
Caused entirely by natural
changes in the environment 1.5% 0.0% 1.9%
Don't know 2.9% 2.2% 3.2%
n = 204 45 155
 
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
78

Understandingtheeffectsofsealevelriseonthesaltmarshes
Table B36
Please tell us about what effect, if any, you think that sea level rise is having on the salt marshes in Blackwater National Wildlife Refuge.
(Coded from open ended responses.)
Loss/movement of salt marsh 56%
Loss of species/habitat 23%
Loss of trees 12%
Erosion 9%
Bad/negative effect 8%
Salinity change 6%
Don't know 4%
Climate change 3%
n = 178
XXXXX
Saltmarshissueinvolvementandcommunication
Table B37