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NGO, Government, and Academic Partners
Working With Rural Landowners To Protect Their Woodlands
Kelley Dennings, formerly with American Forest Foundation
Mary Tyrrell, Yale School of Forestry & Environmental Studies
World Social Marketing Conference May 2017
1
• Who owns most U.S. forests?
• Where are most U.S. forests located?
Overview
2
Issue
Courtesy of Center for Land Education and Research, University of CT3
Goal
Courtesy of Joshua’s Trust, Skagit Land Trust, Manitoba Habitat Heritage Corporation4
Partnership
Project lead - AFF
Research
Deploy
Evaluate
Train
5
New England
Forestry
Foundation,
MassConn
Sustainable
Forest
Partnership
University of
Massachusetts
Sustaining Family
Forests Initiative
US Forest Service,
Yale School of Forestry &
Environmental Studies
Target Population
Norcross Wildlife Sanctuary
Yale Forest & NatchaugState Forest
Goodwin Forest
Courtesy of MassConn Sustainable Forest Partnership6
Research and Segmentation
• National Woodland Owner Survey – US Forest Service
• CT Focus Groups – Yale University
• Conservation Awareness Index –University of Massachusetts
7
AMENITY VALUES
FINANCIAL VALUES
Woodland Retreat
Supplemental Income
Working the Land
Uninvolved
SFFI LANDOWNER SEGMENTS
CONNECTICUT AND MASSACHUSETTS
60% 13%
15% 12%
Research Findings – on the plus side
• Strong conservation ethic and very high value placed on woodland ownership
• High awareness of conservation easements and land trusts
• Keeping land in tact for future generations is a major concern
• Forest health is uppermost in the minds of most woodland owners
9
Research Findings - Barriers
• Low current participation in conservation easements (8% CT; 4% MA)
• Most do not participate in any available programs, seek advice about their land, or get help from professionals
• Significant number would sell their land if offered a reasonable price
10
Conservation Awareness Index
• Measures landowner awareness of forest conservation options and sources of information
• Indicates preparedness to make informed decisions
• Pre- and post- campaign surveys
• Results from MassConn pre-survey – awareness generally low:
– Average score 22.8 out of 64 total points
11
Van Fleet, TE, DB Kittredge, BJ Butler and PF Catanzaro. 2012. Reimagining Family Forest
Conservation: Estimating Landowner Awareness and their Preparedness to Act with the
Conservation Awareness Index. Journal of Forestry. June 2012
Product
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• Core = Charm & Peace of Mind
• Actual= easement
• Augmented= Information or expert visit
Courtesy of Opacum Land Trust
Price
• Time
– To meet with an expert
• Money
– To write an estate plan
– For legal & transaction costs
– Lost from potential future uses
• Other
– Limiting future use
13
Place
14Courtesy of Opacum Land Trust
Promotion
15
Results
2400 in original campaign
306 in the pipeline
19 met with land trust
4 at goal
16
Training
Websites – educational materials, research reports and landowner data
Workshops – intensive 2-day programs teaching the process of developing an effective landowner outreach program/campaign
engaginglandowners.orgsffi.yale.edu
For more information contact:
– Kelley Dennings, [email protected]
– Mary Tyrrell, [email protected]
– Brett Butler, [email protected]
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