Increasing research impact with citizen science: The influence of recruitment strategies on sample diversity.

Despite the fact that citizen engagement in research is widely practised and regarded as one of the keys to maximizing the impact of research and innovation, empirical evidence on the value, potential and possibilities of engaging a broad diversity of citizens in practice is scant. The purpose of our article is twofold: (1) to provide more insight into the value and opportunities of engaging audiences that typically are not engaged with science and (2) to explore the effect of a targeted recruitment strategy versus a generic recruitment strategy on the profile, motivation and retainment of citizen science volunteers. Our empirical research is based on five citizen science projects in the domain of surface and drinking water research in the Netherlands. This article finds that using a targeted recruitment strategy, it is possible and worth to recruit a diverse sample of citizen science volunteers.