Reaching and communicating with Minnesota family forest owners


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Some thoughts on outreach to woodland owners. A short presentation delivered to Minnesota foresters on Feb. 23, 2011 at the Minnesota SAF annual meeting.

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  • output results base file tinkering 101013.spv
  • output Q6 frequencies 100924.spv (similar in output results base file 100927.spv)
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  • Reaching and communicating with Minnesota family forest owners

    1. 1. Reaching and connecting with Minnesota family forest owners Eli Sagor [email_address] MN SAF conference February 2011
    2. 2. Key ideas <ul><li>Landowners want to hear from professionals </li></ul><ul><li>But on their terms. </li></ul><ul><li>When they look, will they find us? </li></ul>
    3. 3. Where do you turn for info? <ul><li>Google / internet </li></ul><ul><li>Stores </li></ul><ul><li>People you know </li></ul><ul><li>Books </li></ul>
    4. 4. Adult learners <ul><li>Tend to be… </li></ul><ul><li>Problem focused </li></ul><ul><li>Self-directed </li></ul><ul><li>Independent </li></ul><ul><li>Want answers quickly </li></ul><ul><li>Busy </li></ul><ul><li>Value… </li></ul><ul><li>Right learning atmosphere </li></ul><ul><li>Information quality </li></ul><ul><li>Info delivered in right format </li></ul><ul><li>Mix of perspectives </li></ul>
    5. 5. Learners value <ul><li>Atmosphere </li></ul><ul><li>Information </li></ul><ul><li>Mix of perspectives </li></ul>
    6. 6. Google
    7. 7. Landowner segmentation Owners Acres Source: Butler et al. 2007, Journal of Forestry
    8. 8. 2010 survey <ul><li>Written survey </li></ul><ul><li>Mailed to 1,767 owners of 20+ wooded acres in 1 of 11 counties </li></ul>
    9. 9. Who are these people? <ul><li>Age: Range 17-96 yr. Mean 59.7 yr, median 59 </li></ul><ul><li>Well educated </li></ul><ul><li>Ownership tenure: Mean of 26 years Only 4% had acquired first woodland in previous 5 yr. </li></ul><ul><li>64% visit woods monthly or more </li></ul>
    10. 10. Results: Distance from residence
    11. 11. What are the characteristics of northern Minnesota family forest owners’ woodland info networks? Range: 0-14 Mean: 2.92 Median: 2 n =774
    12. 12. Percent of respondents naming at least one specific source, by source group
    13. 13. Satisfaction with network <ul><li>Add a new source: </li></ul>= respondent = peer = forester or logger = cons / env group   Adding new sources to the network makes landowners happier. Satisfaction = 2.43 + .199*s (where s = # sources; p < 0.001)
    14. 14. Landowners want to hear from professionals
    15. 15. So, what to do? <ul><li>Make good info easy to find </li></ul><ul><li>Talk about good forestry: Use stories </li></ul><ul><li>Focus on what landowners value: </li></ul><ul><li>Property taxes Wildlife </li></ul>
    16. 16. Discussion board
    17. 17. Share stories
    18. 18. MMW on Facebook
    19. 19. Atmosphere: moderated spaces <ul><li>Fostering informed discussion </li></ul><ul><li>Discussion, not ask the expert </li></ul><ul><li>Identify yourself as a professional! </li></ul>
    20. 20. Personal networks
    21. 21. Summary <ul><li>Landowners want to hear from us. </li></ul><ul><li>We need to raise awareness and understanding of our profession and of landowners’ options. </li></ul><ul><li>Use landowners’ language and concepts </li></ul>
    22. 22. Summary <ul><li>How to influence early decision process? Different perspectives valued. </li></ul><ul><li>Share your stories with us—we can help through MyMinnesotaWoods and other channels </li></ul><ul><li>Declining budgets & PFM capacity: Need efficient, effective interventions. </li></ul>
    23. 23. Key ideas <ul><li>Landowners want to hear from professionals </li></ul><ul><li>But on their terms. </li></ul><ul><li>When they look, will they find us? </li></ul>
    24. 24. <ul><li>[email_address] </li></ul><ul><li>(612) 624-6948 </li></ul><ul><li>301J Green Hall </li></ul>