Utilizing the Principles of Interpretation to Garner Institutional Support for your Programs
Lori Arkin-Diem Manager of Public Programs Zoo Atlanta 800 Cherokee Avenue, SE Atlanta, GA 30315 Ted T. Cable, Ph.D. Professor and Assistant Department Head Department of Horticulture, Forestry, Recreation Resources 2021 Throckmorton Hall Kansas State University Manhattan, KS 66506 Karin Hostetter Interpret This! 3967 S. Truckee St. Aurora, CO 80013 Kirsten Friar Director of Education Los Angeles Zoo 5333 Zoo Drive Los Angeles, CA 90027-1498 The field and practice of interpretation is often misunderstood and usually the first item to be cut from an exhibit/program budget. Interpretation is also the number one way we can educate our guests and leave memories of our institutions that last a lifetime. Freeman Tilden (1957) defines interpretation as “an educational activity, which aims to reveal meanings and relationships through the use of original objects, by firsthand experience, and by illustrative media, rather than simply to communicate factual information. The National Association for Interpretation (NAI) defines interpretation as a “communication process that forges emotional and intellectual connections between the interests of the audience and the meanings inherent in the resource” (Brochu and Merriman, 2002). Simply put, interpretation goes beyond mere informing and educating audiences about facts. It helps reveal meanings that are relevant to those who are visiting our institutions and programs. It helps people see, feel and respond. Principle 12 of Beck and Cable’s 15 Principles of Interpretation states, “The overall interpretive program must be capable of attracting support — financial, volunteer, political, administrative — whatever support is needed for the program to flourish” (Beck and Cable, 2002). Generating support from administrators and from the public requires communicating the benefits of interpretation to these groups. Moreover, reminding interpreters themselves of the many gifts they give to their organizations and guests can encourage and inspire them to serve their organizations and the public with even more enthusiasm and passion. The following six benefits of interpretation can be thought of as the gifts of interpretation. The Gift of Stewardship – Interpretation, when conducted thoughtfully, has been demonstrated to be an effective management tool. It can reduce vandalism and other depreciative behaviors. Institutions successfully used it to increase the social and physical carrying capacity of sites as well has build public support and cooperation for organizational policies. The Gift of Personal Growth - In the context of Maslow’s Hierarchy of Needs, interpreters help people meet their personal needs and help them grow (Knudson, Cable and Beck, 2003). Interpreters can meet basic needs related to safety, security and comfort by assisting guests items such as way finding and immediate gratification of answering questions. They also provide for social needs, such as esteem,
belonging and love by relating to the guest during interpretive experiences. Interpreters meet the need of knowledge and understanding and can provide opportunities for meeting higher order needs such as the aesthetic needs and self-actualization. The Gift of Joy – Zoos and aquaria are factories that manufacture happiness. Interpreters play a key role in creating joy through programming and activities that promote fun and live-enriching experiences experiences that result in life-long memories and enhance the quality of life of the guests. The Gift of Knowledge- Tilden’s (1957) definition requires that interpretation be “an educational experience. Zoo and aquaria educators by definition are engaged in teaching. The application of interpretive principles by these educators/interpreters is an effective way of teaching guests. AZA institutions function as informal classrooms and can play a significant educational role in a community. As AZA institutions educate their guests, they contribute to the informed public required by a democratic system. Giving the gift of knowledge also helps people identify with the land and their culture, provokes an ethical sense of place and a global ecological awareness (Knudson, Cable and Beck, 2003). The Gift of Beauty - Interpreters help people see beauty in things that are not pretty to all. Pretty things tend to attract sufficient support, appreciation and care. Interpreters reveal mystery and miracles in the mundane. This gift supports the first gift of stewardship in that as Jacques Cousteau said, “People will only protect what they love.” By sharing the gift of beauty, interpreters may plant the seeds of this love that will result in protection. People will care for animals they care about. People care about things they perceive as beautiful. The Gift of Hope - We live in a dark time, especially in terms of conservation concerns. Interpreters can provide hope to their guests. Without hope, there is not any motivation for stewardship or learning and not any joy to experience or beauty to celebrate. Scott Russell Sanders (1998) states, “To live in hope we needn’t believe that everything will turn out well. We only need to believe we are on the right path.” Interpreters help people to choose the right path and encourage those who are already traveling down it. Hope, more than anything else, is the necessary ingredient for conservation-especially in developing countries where the situation may seem the most hopeless. Taking these gifts and using them in daily AZA life: Making the case to Administrators On-grounds interpretation at informal science learning institutes, such as zoos and aquaria, is one of the most effective ways to reach visitors with conservation messages. Family programs, school programs and adult lectures reach a limited amount of registered participants. Having a strong, on-grounds, interpretive force enables an institution to reach the majority of its attendance. Despite this mathematical proof, it can be challenging to gain support with administrators for expanding on-grounds interpretive programs. Convincing administrators, facing tight financial times, to invest in a value-added, nonrevenue generating body of paid professional employees is a daunting task. Generally speaking, there are three very broad areas managers are concerned about: saving money, making money and enhancing the guest experience. By addressing these three key areas, you build a strong case for investing in live, on-grounds interpretation. The following are tips on how to garner support: Saving money: 1. Less negative behaviors- Having live, on-grounds interpreters reduces theft, vandalism and property defacement, which saves money. Not only by providing more 'eyes' on grounds, but by engaging the public in more constructive ways. Making money: 2. The Golden Equation- We all know intuitively that the longer people stay at an institution, the more money they are likely to spend. Interpretive programs increase stay time, therefore increasing per
cap spending. Keep an eye out for future research, or conduct your own, to support this Equation with real numbers. Enhancing the guest experience: 3. Present the math- Present a chart displaying how many guests visit your institution annually, how many are reached in pre-registered education programs, then show how many visitors could be reached on-grounds with live interpreters. 4. Count the number of contacts- If you currently have live interpreters; have them carry a clicker counter. Instruct them to click it for each guest 'contact' they have. Present these numbers in all reports to administration. 5. Evaluation- Evaluation is your key tool in presenting numbers on how you enhanced the guest experience while making money. Monitor the time guests spend at your institution interacting with on grounds interpreters, and without. Present the data. Let the guests do the talking for you. Create an evaluation instrument that measures satisfaction and motivation for visiting your institution. Quotes directly from your guests, as to their satisfaction with your programs and motivation to return based on programming, speak volumes to administration staff. These are preliminary ideas for gathering support from administration. Passion for interpretation gives our plea for the heart of on-grounds programs, but when presenting the idea to management, present information that reaches the brain more than the heart--it's best to plan ahead and include data. Reaching those volunteers One of the most precious gifts that AZA institutions have are volunteers. Their gift of volunteerism through interpretation not only increases the resources of the organization, but also continues the lifelong education of our guests and themselves. Interpretation can be used to increase and improve the resource of volunteers and interpretation can be used by volunteers to increase other resources, specifically money. Many organizations depend on volunteers to help get necessary business accomplished. Attracting the right type of volunteers, however, is often a constant challenge. Interpretation can help. Choosing words carefully changes who responds to a call for volunteers. Three typical introductory ads for volunteers at a zoo or aquarium might read: 1. Volunteers are needed to help conduct guided tours of animals throughout zoo; 2. Aquarium seeks volunteers to lead guided tours throughout the zoo; 3. Zoo animals need volunteers to tell the story of animals throughout the world to visitors on guided tours. In the first sentence, anyone who wants to be a volunteer might call, as the focal word is “volunteers.” In the second example, those interested in being involved with ocean wildlife might volunteer. The type of volunteer recruited is closer to what is probably desired. The third example attracts the same type of volunteer, but uses language that is more compelling and related to the individual. It is the type of interpretive language and message that one hopes the volunteer will use as he/she guides a tour. Simple language choice, that is more interpretive, will attract individuals as volunteers that are more in tune with the job required. In another vain, volunteers use interpretation to increase resources such as members and money. Many volunteers are not often thought of as or try to be fundraisers. However, they can be enthusiastic in encouraging visitors to help wildlife in any one of a variety of ways. Those ways might include becoming a volunteer, becoming a member, attending a program and donating money. Their fabulous interpretive program might inspire a guest to act immediately. In order for volunteers assist the guest fully, part of their initial training must include “techniques for spreading the message.” Volunteers need to know how to take the interests of their audience and suggest ways to follow up after the tour or program ends. Noticing that one school group seems to be studying endangered species might suggest ending the tour with a brief explanation of an adopt-an-animal program with endangered species available for adoption
and how to get the information. Realizing that a couple asks a lot of questions about the chimps might suggest inviting them to an upcoming lecture on primates by a curator. Volunteers must be trained on how to notice these interests and interpretively present to visitors further opportunities that also benefit the organization. Volunteers cannot do this without information. Take a guess at what percentage of your current volunteer corps can answer the following questions: What is the cost of membership? How does someone give money to the zoo or aquarium? What is the cost of admission? What is the first step to becoming a volunteer? These are very basic questions to a visitor and many volunteers (and maybe even staff) do not know the answer. Volunteers do not pay admission and give their money directly to the volunteer program. They are often asked to be a volunteer, but they only pay their one rate and don’t necessarily pay attention to the other levels of membership. Interpretive training must include the information that visitors want to know and gets guests personally involved in the organization. Only then can the volunteers pass the information on in context of the program with the purpose of increasing visitor donations of time or money to the organization. Interpretation is a valuable tool when considering volunteers. Careful interpretive wording in recruitment increases the chances of attracting the type of individual the organization most wants as a volunteer. Interpretive training that includes information and skills geared toward expanding visitor interests encourages volunteers to seek opportunities to increase visitor donations in terms of time and money to the organization. Interpretation is more than just the delivery system of a program. It is a tool to connect guests to our institutions. Therefore, it behooves interpreters to remind their administrators and the public about the important role they play as an effective management tool as well as a life-changing source of recreation, education and inspiration for those they speak to. As interpreters, it is important to remind ourselves of the good work we do for our organization, our community, and our world. “As interpreters, we are blessed with gifts, and it is our blessing to share them with others.” (Beck and Cable, 2002) Beck, L. and T. Cable. 2002. Interpretation for the 21st Century. Champaign, IL: Sagamore Publishing. Second Edition. Brochu, L. and T. Merriman. 2002. Personal Interpretation: Connecting Your Audience to Heritage Resources. Singapore: InterpPress. Knudson, D., T. Cable and L. Beck. 2003. Interpretation of Cultural and Natural Resources. State College, PA: Venture Publishing, Inc. Second Edition. Saunders, S.R. 1998. Hunting for Hope: A Father’s Journey. Boston, MA: Beacon Press. Tilden, F. 1957. Interpreting Our Heritage. Chapel Hill: University of North Carolina Press.