Persuading landholders to participate in a riprain land management program

There is increasing interest amongst policy makers in the practical application of the use of market based instruments to achieve sustainable land management and as such it is important for extension officers to know how to apply these new programs. This study sought to examine landholder experiences associated with the communication campaign used to promote an auction based conservation program (River Tender). We found that River Tender was of interest to those landholders who tended to be lifestyle property owners, new owners or landholders with a non-rural background rather than full-time farmers. Critical aspects in persuading them to participate were: (1) using a variety of media; (2) providing clear and concise information about what the program was trying to achieve in terms that landholders could understand; (3) partnering with other organisations to ensure consistent messages were given; and (4) ensuring that there were supporting guidelines for tender bids that minimised paperwork and ensured fair and transparent processes.