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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, 2011 Portsmouth, 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, 2011 Portsmouth, 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



Who is this l.jpg
Who is this?

  • William McKinley

  • Teddy Roosevelt

  • Eleanor Roosevelt

  • Smokey Bear


Who is this5 l.jpg
Who is this?

  • Walt Whitman

  • Henry David Thoreau

  • John Muir

  • Teddy Roosevelt


Who is this6 l.jpg
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 this7 l.jpg
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



According to 1 000 likely voters who owns most of the forests in the u s l.jpg
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 l.jpg
Forest Ownership forests in the U.S.?

U.S.

Northern U.S.

U.S. Forest Service, National Woodland Owner Survey



Who are family forest owners l.jpg

Who are family forest owners? forests in the U.S.?


National woodland owner survey l.jpg
National Woodland Owner Survey forests in the U.S.?

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 forests in the U.S.?

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

  • NWOS Table Maker

  • www.fia.fs.fed.us/nwos


Size matters l.jpg

Size Matters forests in the U.S.?


Size of family forest holdings northern u s 2006 l.jpg
Size of Family Forest Holdings forests in the U.S.?Northern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey


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Size Matters forests in the U.S.?

U.S. Forest Service, National Woodland Owner Survey


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Beauty, Privacy, forests in the U.S.?Nature & Legacy


Family forest ownership objectives northern u s 2006 l.jpg
Family Forest Ownership Objectives forests in the U.S.?Northern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey


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Family Forest Ownership Objectives forests in the U.S.?Northern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey



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Management of Family Forests forests in the U.S.?

  • 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 l.jpg

They’re a forests in the U.S.?Bunch of Old Guys


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Demographics of Family Forest Owners forests in the U.S.?

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 forests in the U.S.?

U.S. Forest Service, National Woodland Owner Survey


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Concerns forests in the U.S.?

  • 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 forests in the U.S.?reach them?


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Pop Quiz forests in the U.S.?


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Who is this? forests in the U.S.?

  • Woodsy Owl

  • Smokey Bear

  • Connie Fir

  • Santa Claus


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Sustaining Family Forests Initiative forests in the U.S.?

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 l.jpg
Social Marketing forests in the U.S.?

Selling ideas, not products

Examples:

  • Anti-smoking

  • Mothers Against Drunk Driving

  • Smokey Bear

Sustaining Family Forests Initiative


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Social Marketing forests in the U.S.?

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 forests in the U.S.?

  • Woodland retreat

  • Supplemental income

  • Working the land

  • Uninvolved

Sustaining Family Forests Initiative


Attitudinal segmentation northern u s 2006 l.jpg
Attitudinal Segmentation forests in the U.S.?Northern U.S., 2006

Sustaining Family Forests Initiative


Prime prospects segmentation l.jpg

Favorable forests in the U.S.?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 l.jpg
Prime Prospects Segmentation forests in the U.S.? Northern U.S., 2006

Sustaining Family Forests Initiative


Prime prospects and attitudinal segmentations northern u s 2006 l.jpg
Prime Prospects and Attitudinal Segmentations forests in the U.S.?Northern U.S., 2006

Percent of Forestland

Sustaining Family Forests Initiative


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Online forests in the U.S.?

NewsMedia

Partnerships

PSA/Advertising

Events

CelebritySightings

Retail

DirectMail

Social Marketing: “Surround Sound” Communications

Fleishman-Hillard, Inc.


Words matter l.jpg

Richard Scarry forests in the U.S.?

Words Matter

  • Very few forest owners own any forest

    • Trees, Woods, Wildlife

Sustaining Family Forests Initiative


Words matter42 l.jpg

Dr. Seuss forests in the U.S.?

Words Matter

  • What is forestry, foresters and loggers?

Sustaining Family Forests Initiative


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Words Matter forests in the U.S.?

  • 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 forests in the U.S.?

Sustaining Family Forests Initiative


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General Information Sources forests in the U.S.?

Sustaining Family Forests Initiative


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Preferred Methods for Receiving forests in the U.S.?Forest Management Information

U.S. Forest Service, National Woodland Owner Survey


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Communication Messages forests in the U.S.?

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 forests in the U.S.?

http://callb4ucut.com/


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Traditional Tools forests in the U.S.?

  • Working forests

  • Management plans

  • Cost share

  • Conservation easements

  • Preferential tax programs


New tools l.jpg
New Tools forests in the U.S.?

  • Targeted marketing

  • Succession planning

  • Peer to peer

  • Ecosystem services

  • Health care


Forest health human health initiative l.jpg
Forest Health-Human Health Initiative forests in the U.S.?

Human Health

Insurance Provider

CarbonInvestor

Forest Owner (& Offspring)

Forest

Health

55

The Pinchot Institute for Conservation


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Conclusions forests in the U.S.?

  • 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


Credits l.jpg

National Woodland Owner Survey forests in the U.S.?

Brett Butler

Jake Hewes

Earl Leatherberry

Sustaining Family Forests Initiative

Brett Butler

Mary Tyrrell

Purnima Chawla

Geoff Feinberg

Judy Langer

Ravi Singh

Credits


Questions l.jpg
Questions? forests in the U.S.?

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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