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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

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
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
Who is this?
  • William McKinley
  • Teddy Roosevelt
  • Eleanor Roosevelt
  • Smokey Bear
who is this5
Who is this?
  • Walt Whitman
  • Henry David Thoreau
  • John Muir
  • Teddy Roosevelt
who is this6
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
Who is this?
  • John W. Weeks
  • John E. Weeks
  • John W. Weeks
  • Edgar Weeks
what do these people have in common
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
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
Forest Ownership

U.S.

Northern U.S.

U.S. Forest Service, National Woodland Owner Survey

national woodland owner survey
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 survey16
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 of family forest holdings northern u s 2006
Size of Family Forest HoldingsNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey

size matters19
Size Matters

U.S. Forest Service, National Woodland Owner Survey

family forest ownership objectives northern u s 2006
Family Forest Ownership ObjectivesNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey

family forest ownership objectives northern u s 200622
Family Forest Ownership ObjectivesNorthern U.S., 2006

U.S. Forest Service, National Woodland Owner Survey

management of family forests
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

demographics of family forest owners
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
Plans for Family Forestland

U.S. Forest Service, National Woodland Owner Survey

concerns
Concerns
  • Property taxes
  • Family legacy
  • Trespassing
  • Insects and plant diseases
  • Dumping/vandalism

U.S. Forest Service, National Woodland Owner Survey

who is this31
Who is this?
  • Woodsy Owl
  • Smokey Bear
  • Connie Fir
  • Santa Claus
sustaining family forests initiative
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
Social Marketing

Selling ideas, not products

Examples:

  • Anti-smoking
  • Mothers Against Drunk Driving
  • Smokey Bear

Sustaining Family Forests Initiative

social marketing34
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
Attitudinal Segmentation
  • Woodland retreat
  • Supplemental income
  • Working the land
  • Uninvolved

Sustaining Family Forests Initiative

attitudinal segmentation northern u s 2006
Attitudinal SegmentationNorthern U.S., 2006

Sustaining Family Forests Initiative

prime prospects segmentation

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
Prime Prospects Segmentation Northern U.S., 2006

Sustaining Family Forests Initiative

prime prospects and attitudinal segmentations northern u s 2006
Prime Prospects and Attitudinal SegmentationsNorthern U.S., 2006

Percent of Forestland

Sustaining Family Forests Initiative

social marketing surround sound communications

Online

NewsMedia

Partnerships

PSA/Advertising

Events

CelebritySightings

Retail

DirectMail

Social Marketing: “Surround Sound” Communications

Fleishman-Hillard, Inc.

words matter

Richard Scarry

Words Matter
  • Very few forest owners own any forest
    • Trees, Woods, Wildlife

Sustaining Family Forests Initiative

words matter42

Dr. Seuss

Words Matter
  • What is forestry, foresters and loggers?

Sustaining Family Forests Initiative

words matter43
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
Group Membership

Sustaining Family Forests Initiative

general information sources
General Information Sources

Sustaining Family Forests Initiative

preferred methods for receiving forest management information
Preferred Methods for ReceivingForest Management Information

U.S. Forest Service, National Woodland Owner Survey

communication messages
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
Pilot Study: Call Before You Cut

http://callb4ucut.com/

traditional tools
Traditional Tools
  • Working forests
  • Management plans
  • Cost share
  • Conservation easements
  • Preferential tax programs
new tools
New Tools
  • Targeted marketing
  • Succession planning
  • Peer to peer
  • Ecosystem services
  • Health care
forest health human health initiative
Forest Health-Human Health Initiative

Human Health

Insurance Provider

CarbonInvestor

Forest Owner (& Offspring)

Forest

Health

55

The Pinchot Institute for Conservation

conclusions56
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
credits
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
Questions?

Brett Butler

U.S. Forest Service, Amherst, MA

bbutler01@fs.fed.us; 413.545.1387

www.fia.fs.fed.us/nwos

www.EngagingLandowners.org

www.FamilyForestResearchCenter.org