Backyard conservation programs' content analysis

This is the data for content analysis of 133 backyard conservation programs' websites. The research questions asked how often and in what way these data sets featured the following elements, thought to be likely to improve the sites' efficacy as a piece of strategic communication targeted to a broad and diverse population: readability and accessible design; peripheral cues to make the sites more appealing, such as spokescharacters, short videos, humor, and data visualization; elements to stoke page visitors' sense of self-efficacy, including appeals to hope and pride and acknowledgment of potential challenges; and interactive (dialogic) features such as ways to join, donate, and buy merchandise. The websites were obtained through a purposive, iterative search. Counts and percentages were used, with a denominator of 133 for how often programs have certain elements and a denominator of 146 for how many pages do (as 14 sites had a second page that was coded).