Collective agri-environmental schemes are designed to improve the spatial coordination and targeting of agri-environmental measures. However, policymakers must craft these programs carefully to motivate farmers to participate. This of course requires knowing what factors actually influence farmers, since they relate to ecosystems in different ways. In the Netherlands, agricultural collectives appear to play an important role in motivating farmers, since they facilitate contracting and help farmers maintain communication with one another. The aim of this study is to explore the various motivations farmers have to participate in collective agri-environmental schemes, which can in turn provide insight on how to approach farmers and recruit them for such programs, taking Dutch agricultural collectives as a case study. To do so, we first developed a literature-based framework on motivational categories, which were reviewed and discussed in a workshop setting; these categories were then ranked and quantified in a survey among representatives of the Dutch agricultural collectives. Results showed that economic and environmentally-based motivations of farmers are perceived as equally important. The relevance of socially-based motivations is perceived less uniformly, although the agricultural collectives may profit from their farmers’ social commitment to cooperate. This implies that there is a need for greater exchange among agricultural collectives, to help disseminate previously applied strategies designed to maintain high levels of personal communication and to establish long-term relationships.