The Consultant - 2010 - (Page 18)

FEATURE Engaging Family Woodland Owners: A Social Marketing Approach BY MARY L. TYRRELL YALE SCHOOL OF FORESTRY & ENVIRONMENTAL STUDIES AND PURNIMA CHAWLA CENTER FOR NONPROFIT STRATEGIES ecisions made by millions1 of family forest owners are key to the sustainability of U.S. forests. Collectively, their actions enhance or degrade the landscape; therefore how they manage their forests and whether or not they convert them to other uses is of significant public interest. Consulting foresters play a crucial role on the landscape, helping woodland owners take care of their land in a way that maintains a balance of ecological and economic value for the land and the landowner. Most family woodland owners do not manage their land per se (i.e. with a silvicultural approach), rarely if ever seek professional advice, and frequently cut trees without using a professional forester. Nevertheless, when asked, most would say that they are concerned about the health of their woodlands and want to take good care of their land. Have you ever wondered: “Why do our outreach efforts yield such low returns? We work closely with some landowners, but what about all the rest? How can we reach them and convince them to make well-informed decisions about caring for their land?” The Sustaining Family Forests Initiative (SFFI) has embarked on a multi-year project to provide a practical set of tools to help conservation and forestry professionals reach more landowners with effective stewardship messages and develop programs that better serve the needs and values of the landowners. Landowners and natural resource professionals have been intimately involved in all phases of the project and the tools are grounded in solid data about the landowners. We have used a social marketing “lens” to view family forest owners, providing new insights into the 70% to 80% of landowners we don’t reach with traditional outreach programs. Social marketing is about selling ideas and changing behaviors. It is based on the principles of tailoring communication to your audience, having good data on audience characteristics, and being clear about your objectives. The data and information produced by the research, along with a communications planning tool, is housed on a website, Tools for Engaging Landowners Effectively (TELE), at 18 THE CONSULTANT 2010 D

Table of Contents for the Digital Edition of The Consultant - 2010

Executive Director’s Message
President’s Message
Putting Forests, Forestry and Forest Products on the Nation’s Agenda
The Average American Family Forest Owner
Growing Your Business in the Current Recession
Engaging Family Woodland Owners: A Social Marketing Approach
Making Numbers Tell the Truth
Where Are the Conflicts of Interest in Timber Sale Fees?
Marketing Your Business
Income Tax on Cost Share Payment from the Forest Health Protection Program
Improving Appraisals for Tax Reporting Purposes
Expert Witnessing
Meet Paddy Bruton… Again
Being Jim Spitz
The View from the Rockies
Musings of an Endangered Species, or What to do After the Rapture

The Consultant - 2010