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While many governments subsidize extension programs, financial incentives for participation in extension programs are rare and little is known about such initiatives. This article assesses whether a financial incentive for an agricultural extension program for dairy farmers in Ireland has an impact on the type of farmer that participates in extension services. The findings reveal that financial incentives encourage participation, especially with cohorts of farmers that previously eschewed such programs. Several aspects of the overall economic effectiveness of the extension program are discussed and policy recommendations are outlined.