In 2005, North East Catchment Management Authority trialled a tender style market-based instrument to encourage landholders to commit to improved management of their existing riparian vegetation called 'River Tender'. While most previous research on the use of auctions to achieve conservation outcomes has focused on economics, we evaluated the communication component of River Tender. Communication is a critical part of these programs because an auction needs ton create a 'perfect' market and persuade landholders to participate.

Interpreting the results using a framework developed from persuasion theory, we found a number of factors influenced whether landholder became involved in River Tender including the type of media and the language used. The framework was useful in highlighting the strengths and weaknesses of the communication strategy used by NE CMA. We conclude by giving a number of recommendations about communicating with landholders during tender processes that have widespread application.