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Understanding and Reaching Family Forest Owners. Brett J. Butler U.S. Forest Service. Northeastern Area Association of State Foresters Forest Resource Planning Committee Annual Meeting June 7-9, 2011Portsmouth, NH. Conclusions. Family forest owners rule! Size matters

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Understanding and ReachingFamily Forest Owners

Brett J. ButlerU.S. Forest Service

Northeastern Area Association of State Foresters

Forest Resource Planning Committee Annual Meeting

June 7-9, 2011Portsmouth, NH


Conclusions

  • Family forest owners rule!

  • Size matters

  • Beauty, privacy, nature, and legacy

  • To manage or not to manage?

  • They’re a bunch of old guys

  • Family forest owners don’t own forests


Pop Quiz


Who is this?

  • William McKinley

  • Teddy Roosevelt

  • Eleanor Roosevelt

  • Smokey Bear


Who is this?

  • Walt Whitman

  • Henry David Thoreau

  • John Muir

  • Teddy Roosevelt


Who is this?

  • The first chief of the U.S. Forest Service

  • Gifford Pinchot

  • The former governor of Pennsylvania

  • All of the above


Who is this?

  • John W. Weeks

  • John E. Weeks

  • John W. Weeks

  • Edgar Weeks


What do these people have in common?

Catalysts of Forest Conservation


Pop Quiz


According to 1,000 likely voters: who owns most of the forests in the U.S.?

  • U.S. Government

  • Forest industry

  • Family forest owners


Forest Ownership

U.S.

Northern U.S.

U.S. Forest Service, National Woodland Owner Survey


Forest Conservation: The Next Phase


Who are family forest owners?


National Woodland Owner Survey

Conducted by the U.S. Forest Service, Forest Inventory and Analysis program

To better understand:

  • Who the landowners are

  • Why they own land

  • How they have used it

  • How they intend to use it


National Woodland Owner Survey

  • Family Forests Owners of the United States, 2006 (NRS-GTR-27)

  • NWOS Table Maker

  • www.fia.fs.fed.us/nwos


Size Matters


Size of Family Forest HoldingsNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey


Size Matters

U.S. Forest Service, National Woodland Owner Survey


Beauty, Privacy,Nature & Legacy


Family Forest Ownership ObjectivesNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey


Family Forest Ownership ObjectivesNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey


To Manage or Not to Manage – That is the Question


Management of Family Forests

  • Timber harvesting 53% of family forestland

  • Forest management plan 16% of family forestland

  • Management advice 31% of family forestland

U.S. Forest Service, National Woodland Owner Survey


They’re a Bunch of Old Guys


Demographics of Family Forest Owners

Age: 40% 65 or older

Occupation: 49% retired

Gender: 86% male

Race: 98% white

Education: 34% college degree

U.S. Forest Service, National Woodland Owner Survey


Plans for Family Forestland

U.S. Forest Service, National Woodland Owner Survey


Concerns

  • Property taxes

  • Family legacy

  • Trespassing

  • Insects and plant diseases

  • Dumping/vandalism

U.S. Forest Service, National Woodland Owner Survey


How do we reach them?


Pop Quiz


Who is this?

  • Woodsy Owl

  • Smokey Bear

  • Connie Fir

  • Santa Claus


Sustaining Family Forests Initiative

A collaboration among government, industry, conservation, certifications, landowner, and academics organizations

Our goal is to conduct social marketing research:

  • That will serve as a wide-ranging resource

  • To aid in the development of outreach and services

Sustaining Family Forests Initiative


Social Marketing

Selling ideas, not products

Examples:

  • Anti-smoking

  • Mothers Against Drunk Driving

  • Smokey Bear

Sustaining Family Forests Initiative


Social Marketing

A program designed to promote a voluntary change in behavior by a target audience for personal and social benefit

  • Three components:

  • Research

    • Attitudinal segmentation

    • Prime prospects

    • Focus groups

  • Campaign

  • Evaluation (behavior change?)

Sustaining Family Forests Initiative


Attitudinal Segmentation

  • Woodland retreat

  • Supplemental income

  • Working the land

  • Uninvolved

Sustaining Family Forests Initiative


Attitudinal SegmentationNorthern U.S., 2006

Sustaining Family Forests Initiative


Favorable attitudes towardstewardship

Unfavorableattitudes toward stewardship

ModelOwners

Engaged in land management

PotentialDefectors

Prime Prospects

Write-offs?

Unengaged in land management

Prime Prospects Segmentation

Sustaining Family Forests Initiative


Prime Prospects Segmentation Northern U.S., 2006

Sustaining Family Forests Initiative


Prime Prospects and Attitudinal SegmentationsNorthern U.S., 2006

Percent of Forestland

Sustaining Family Forests Initiative


Online

NewsMedia

Partnerships

PSA/Advertising

Events

CelebritySightings

Retail

DirectMail

Social Marketing: “Surround Sound” Communications

Fleishman-Hillard, Inc.


Richard Scarry

Words Matter

  • Very few forest owners own any forest

    • Trees, Woods, Wildlife

Sustaining Family Forests Initiative


Dr. Seuss

Words Matter

  • What is forestry, foresters and loggers?

Sustaining Family Forests Initiative


Words Matter

  • Terms like stewardship, sustainable management, and forest health are not part of their regular vernacular

  • They do not strongly differentiate between conservation and preservation

Sustaining Family Forests Initiative


Group Membership

Sustaining Family Forests Initiative


General Information Sources

Sustaining Family Forests Initiative


Preferred Methods for ReceivingForest Management Information

U.S. Forest Service, National Woodland Owner Survey


Communication Messages

Do

  • Target

  • Hit hot button issues

  • Stress options

  • Use their words

    Don’t

  • Be preachy

  • Go global

Sustaining Family Forests Initiative


Pilot Study: Call Before You Cut

http://callb4ucut.com/


Traditional Tools

  • Working forests

  • Management plans

  • Cost share

  • Conservation easements

  • Preferential tax programs


New Tools

  • Targeted marketing

  • Succession planning

  • Peer to peer

  • Ecosystem services

  • Health care


Forest Health-Human Health Initiative

Human Health

Insurance Provider

CarbonInvestor

Forest Owner (& Offspring)

Forest

Health

55

The Pinchot Institute for Conservation


Conclusions

  • Family forest owners rule!

  • Size matters

  • Beauty, privacy, nature, and legacy

  • To manage or not to manage?

  • They’re a bunch of old guys

  • Family forest owners don’t own forests


National Woodland Owner Survey

Brett Butler

Jake Hewes

Earl Leatherberry

Sustaining Family Forests Initiative

Brett Butler

Mary Tyrrell

Purnima Chawla

Geoff Feinberg

Judy Langer

Ravi Singh

Credits


Questions?

Brett Butler

U.S. Forest Service, Amherst, MA

[email protected]; 413.545.1387

www.fia.fs.fed.us/nwos

www.EngagingLandowners.org

www.FamilyForestResearchCenter.org


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