Master Gardener Digital Engagement Driving New Programming Innovations in Hunterdon County, New Jersey
Extension Education
Rebecca Magron
Horticultural Consultant and Research Associate
Flemington
Abstract
Over five years, Rutgers Cooperative Extension of Hunterdon County has developed an integrated digital to in-person Rutgers Master Gardener volunteer outreach model. Under the supervision of Rutgers Cooperative Extension of Hunterdon County Faculty and staff, Rutgers Master Gardeners of Hunterdon County generate research-based and unbiased horticultural digital content, highlighting observations, frequently asked questions and seasonal horticultural topics for the public. Rutgers Master Gardeners receive training in scientific literacy and contribute as a communication team where they research and draft original social media posts. Social media posts are vetted and edited by Extension staff for scientific accuracy and local relevance. Article-style Facebook posts serve as accessible extension Rutgers Master Gardener guidance on pests, diagnostics, native plants and sustainable gardening made available to the general public. Each year, posts reach thousands of residents; in 2025 alone, 33 Facebook posts reached 35,154 feeds. Building on this success, the program expanded to include email-based education by launching The Garden Scoops in October 2025. The Garden Scoops is a subscription-based extension office newsletter that features the popular articles shared on social media, event announcements and connects readers to Rutgers Extension resources. In just 90 days, the newsletter grew to 163 subscribers with a 72% open rate, demonstrating demand for digestible and locally relevant horticultural information. Digital engagement results also guided the creation of a new Demonstration Team, which uses highly engaged digital topics, such as starting Native Plants from seed, as the foundation for hands-on, in-person workshops. In 2025 alone, five unique programs were delivered by Extension faculty, staff and Rutgers Master Gardener volunteers to 582 local residents. Advertising and registration information for demonstration workshops are incorporated in digital content and the Garden Scoops newsletter forming a direct pipeline that guides residents from online content to developing hands-on skills and fostering sustainable horticultural practices in the community.
Poster has NOT been presented at any previous NACAA AM/PIC
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Authors: Rebecca Magron, Megan Muehlbauer
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Magron, R. Horticultural Consultant and Research Associate, Rutgers Cooperative Extension of Hunterdon County, New Jersey, 08822-4102
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Muehlbauer, M. County Agricultural Agent, Rutgers Cooperative Extension of Hunterdon County, New Jersey, 08822