Winch, Kayleigh, et al. "Diversifying environmental volunteers by engaging with online communities." People and Nature 3.1 (2021): 17-31.

This study explores the factors that engage communities in environmental volunteering, based on a literature review and an analysis of the NatureVolunteers online community. Key findings include the importance of tailoring projects to participants' motivations, promoting projects to people with relevant interests, and removing participation barriers. The online community, generally younger and motivated by physical activity and skill use, showed a preference for outdoor, wildlife-close, and habitat improvement projects over species survey-based citizen science. Conservation organizations currently do not fully meet these interests, indicating a need for projects that align more closely with the preferences of potential volunteers, particularly younger individuals.