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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 reaching family forest owners l.jpg

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 l.jpg

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


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Pop Quiz


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Who is this?

  • William McKinley

  • Teddy Roosevelt

  • Eleanor Roosevelt

  • Smokey Bear


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Who is this?

  • Walt Whitman

  • Henry David Thoreau

  • John Muir

  • Teddy Roosevelt


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Who is this?

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

  • Gifford Pinchot

  • The former governor of Pennsylvania

  • All of the above


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Who is this?

  • John W. Weeks

  • John E. Weeks

  • John W. Weeks

  • Edgar Weeks


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What do these people have in common?

Catalysts of Forest Conservation


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Pop Quiz


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

  • U.S. Government

  • Forest industry

  • Family forest owners


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Forest Ownership

U.S.

Northern U.S.

U.S. Forest Service, National Woodland Owner Survey


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Forest Conservation: The Next Phase


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Who are family forest owners?


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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


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National Woodland Owner Survey

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

  • NWOS Table Maker

  • www.fia.fs.fed.us/nwos


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Size Matters


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Size of Family Forest HoldingsNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey


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Size Matters

U.S. Forest Service, National Woodland Owner Survey


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Beauty, Privacy,Nature & Legacy


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Family Forest Ownership ObjectivesNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey


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Family Forest Ownership ObjectivesNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey


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To Manage or Not to Manage – That is the Question


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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


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They’re a Bunch of Old Guys


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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


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Plans for Family Forestland

U.S. Forest Service, National Woodland Owner Survey


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Concerns

  • Property taxes

  • Family legacy

  • Trespassing

  • Insects and plant diseases

  • Dumping/vandalism

U.S. Forest Service, National Woodland Owner Survey


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How do we reach them?


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Pop Quiz


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Who is this?

  • Woodsy Owl

  • Smokey Bear

  • Connie Fir

  • Santa Claus


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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


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Social Marketing

Selling ideas, not products

Examples:

  • Anti-smoking

  • Mothers Against Drunk Driving

  • Smokey Bear

Sustaining Family Forests Initiative


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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


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Attitudinal Segmentation

  • Woodland retreat

  • Supplemental income

  • Working the land

  • Uninvolved

Sustaining Family Forests Initiative


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Attitudinal SegmentationNorthern U.S., 2006

Sustaining Family Forests Initiative


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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


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Prime Prospects Segmentation Northern U.S., 2006

Sustaining Family Forests Initiative


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Prime Prospects and Attitudinal SegmentationsNorthern U.S., 2006

Percent of Forestland

Sustaining Family Forests Initiative


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Online

NewsMedia

Partnerships

PSA/Advertising

Events

CelebritySightings

Retail

DirectMail

Social Marketing: “Surround Sound” Communications

Fleishman-Hillard, Inc.


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Richard Scarry

Words Matter

  • Very few forest owners own any forest

    • Trees, Woods, Wildlife

Sustaining Family Forests Initiative


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Dr. Seuss

Words Matter

  • What is forestry, foresters and loggers?

Sustaining Family Forests Initiative


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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


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Group Membership

Sustaining Family Forests Initiative


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General Information Sources

Sustaining Family Forests Initiative


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Preferred Methods for ReceivingForest Management Information

U.S. Forest Service, National Woodland Owner Survey


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Communication Messages

Do

  • Target

  • Hit hot button issues

  • Stress options

  • Use their words

    Don’t

  • Be preachy

  • Go global

Sustaining Family Forests Initiative


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Pilot Study: Call Before You Cut

http://callb4ucut.com/


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Traditional Tools

  • Working forests

  • Management plans

  • Cost share

  • Conservation easements

  • Preferential tax programs


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New Tools

  • Targeted marketing

  • Succession planning

  • Peer to peer

  • Ecosystem services

  • Health care


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Forest Health-Human Health Initiative

Human Health

Insurance Provider

CarbonInvestor

Forest Owner (& Offspring)

Forest

Health

55

The Pinchot Institute for Conservation


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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


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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


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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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