1) Precision conservation requires understanding human and social factors that influence adoption of conservation practices by farmers. These include the characteristics of watersheds and communities, as well as farmers' attitudes, networks, and the practices themselves. 2) In Indian Creek, Illinois, over 50% of the land is now under conservation due to factors like a cohesive community, dedicated staff, and partnerships across the agricultural industry that engaged farmers. 3) Reaching farmers requires understanding their social networks and that they are most influenced by other farmers and agricultural retailers rather than conservation agencies. Farmers' characteristics like age, farm size, and environmental attitudes also impact adoption.

1. Precision Conservation:
The Human Component
Linda Stalker Prokopy, Ph.D.
Purdue University
benziecd.org

2. Sparrow model; water.usgs.org
ACPF output
Issues of Scale
Muth 2014

3. Problem 1: Picking a watershed
Assumption: Limited funds and can’t work
everywhere
Not all watersheds are created equal

4. Where Programs Succeed
• Paid watershed staff
• Active conservation groups
• Inter-agency trust and
collaboration
• Problem salience and
awareness
• “Basic” BMPs already
adopted
• Some farmers are
conservation leaders
Babin et al., In Press, Land Use Policy

5. Indian Creek, Illinois
Since 2011, over 50% of land is now in
some form of conservation
Images: ctic.orgIndian Creek research funded
by Illinois Soybean Association

6. Indian Creek, Illinois
Problem salience
Cohesive community
Minimal rented land
Small watershed
Dedicated staff
Photos: pantagraph.com; blogs.usda.gov

7. Problem 2: Getting People
Engaged
Assumption: Need to change status quo
Prokopy et al., 2014, Society and Natural Resources

8. Indian Creek, Illinois
Photo: ctic.org
Steering Committee
“everyone feels like they’re
part of it”

9. Indian Creek, Illinois
Steering Committee
Funding

10. Indian Creek, Illinois
Steering Committee
Funding
Engagement of retailers
“bringing industry into
it. . Farmers listen to ag
retailers. . It’s their own
people they’ve been
working with. .”

11. Partnerships in Indian Creek
“Back to the issue of what do I see as being the key
elements for success? Good working relationships
amongst all of the various entities that can be involved.
And that includes the fertilizer chemical dealers, the
fertilizer chemical association, the various AG groups
and organizations, the fertilizer supply companies…all
the way up and down through the food chain…for the
AG suppliers. And, locally here in the watershed, we’ve
had a very good buy-in amongst the various
organizations… Partnerships and buy-in” – Fertilizer
Dealer

12. Q: Please indicate how influential the following groups and individuals are when
you make decisions about agricultural practices and strategies
Results from a 2012 survey of Midwestern corn producers conducted by Useful to Usable (U2U) and SustainableCorn.org
0
10
20
30
40
50
60
70
80
90
100
Strong Influence
Moderate Influence
Slight Influence
No Influence
No contact
Prokopy et al. 2014. Purdue Extension Publication FNR-488-W; Davidson et al. 2015, Journal of Environmental Quality

13. Problem 3: Reaching Individual
Farmers

14. social networks

15. 1982-2007: 55 U.S. Studies
looked at BMP adoption
Meta-analysis results published in Prokopy et al., 2008, Journal of Soil
and Water Conservation and Baumgart-Getz, Prokopy, Floress, 2012,
Journal of Environmental Management.

16. 1982-2007: 55 U.S. Studies
Overall Finding:
– Very few generalizable trends
However 
Age

17. 1982-2007: 55 U.S. Studies
Overall Finding:
– Very few generalizable trends
However 
Farm size

18. 1982-2007: 55 U.S. Studies
Overall Finding:
– Very few generalizable trends
However 
Environmental
attitudes

19. Attitudes
Three types of farmers:
- motivated by farm as business
- motivated by stewardship concerns
- motivated by off-farm environmental benefits
Reimer, Thompson, Prokopy, 2012, Agriculture and Human Values

20. 1982-2007: 55 U.S. Studies
Overall Finding:
– Very few generalizable trends
However 

21. Q: Please indicate how influential the following groups and individuals are when
you make decisions about agricultural practices and strategies
Results from a 2012 survey of Midwestern corn producers conducted by Useful to Usable (U2U) and SustainableCorn.org
0
10
20
30
40
50
60
70
80
90
100
Strong Influence
Moderate Influence
Slight Influence
No Influence
No contact
Prokopy et al. 2014. Purdue Extension Publication FNR-488-W; Davidson et al. 2015, Journal of Environmental Quality

22. Do formal networks work?
Study of participants in Adapt-N and On
Farm Network in Indiana
Longer participation = more reports of
changing nitrogen rates and practices
BUT
– the participating farmers were already higher
performing than other farmers
– the participating farmers did not talk to others
about what they learned

23. Practice Characteristics also
Important
Focus on:
• Raising awareness of on-
farm and financial
benefits
• Environmental benefits
• Compatibility with
current farm practices
Reimer, Weinkauf, Prokopy, 2012, Journal of Rural Studies
Indiana Prairie Farmer

24. Diffusion of Innovations (Rogers)
Early
Majority
34%
Late
Majority
34%
Early
Adopters
13.5%
Innovators
2.5%
Laggards
16%
x - 2sd x - sd x x + sd
Innovators:
- Need to be respected in community for this to lead to
more adoption.

25. Diffusion of Innovations (Rogers)
Early
Majority
34%
Late
Majority
34%
Early
Adopters
13.5%
Innovators
2.5%
Laggards
16%
x - 2sd x - sd x x + sd
knowledge persuasion implementation confirmationdecision

26. What motivates maintenance?
Local networks – being connected to
community groups
– Social norm towards BMP maintenance?
Sense of ownership is important
– Hesitancy to participate in government
programs leads to longer term maintenance
Adam Baumgart-Getz, Ph.D. Dissertation, 2010

27. Early Adopters of Cover Crops
Likely to keep using:
– Years of experience
– Believe trial and error effective means of
learning
– Supportive landlords
Likely to discontinue: self-funders
Data Source: CTIC/SARE cover crop survey 2014

28. Problem 4: Within Field
Targeting
Complex message
But can be a positive – less work???

29. Precision Conservation
• Initially select watersheds
with greater chance of
success
• Still need trusted innovators
to adopt
• Partner with trusted advisors
• Engage with landowner and
tenant – one-on-one
• How can practice be
compatible with ongoing
practices?

30. Contact Information:
Linda Prokopy
lprokopy@purdue.edu
http://web.ics.purdue.edu/~lprokopy/
@lprokopy
Photo credit: nasa.gov
Questions?