What Influences Whether Family Forest Owners Participate in Outreach Campaigns?

Introduction

Across the United States, 290 million ac of forestland are owned by an estimated 10.7 million families, individuals, trusts, and estates, collectively referred to as family forest owners (Butler et al., 2016a). This represents 36% of the forestland in the United States. The fate of these family forests lies in the hands of the owners, but most of them are not engaged with the forest conservation community, at least not according to traditional engagement metrics. Of family forest owners with 10+ ac of forestland, only 13% have a written forest management plan and only 20% have received forest management advice (Butler et al., 2016a).

To engage more owners, many conservation-related groups, including Extension professionals, other governmental agencies, and nongovernmental organizations, are reaching out to family forest owners (Downing & Finley, 2005; Kaetzel, Fly, & Hodges, 2010; Magill, McGill, & Fraser, 2004). The outreach methods vary substantially, but the overall goal of "increasing engagement" is very common. Traditional timber management is a common objective of much of this outreach, but the objectives have evolved to address other topics, such as invasive species (Ma, Clarke, & Church, 2018; Steele, McGill, Chandran, Grafton, & Huebner, 2008), nontimber forest products (McLain, 2013), estate planning (Catanzaro, Markowski-Lindsay, Milman, & Kittredge, 2014), and woody biomass harvesting (Joshi, Grebner, Henderson, & Gruchy, 2015). A number of articles attend to the concepts of improving outreach efforts through segmenting (Davis, Asah, & Fly, 2015; Kittredge, 2004; Metcalf, Gruver, Finley, & Luloff, 2016; Starr, McConnell, Bruskotter, & Williams, 2015) and honing messages (Ma, Kittredge, & Catanzaro, 2012; Morris, Megalos, Hubbard, & Boby, 2016; Starr & McConnell, 2014), but most do not explicitly address the mechanisms for communicating the information. Two exceptions are Butler et al. (2016b) and Magill et al. (2004). Butler et al. (2016b) found written materials to be the preferred method. Magill et al. (2004) found that preferred methods varied somewhat by topic, but of the three methods tested—technical aid, workshops, and financial assistance—technical aid was consistently preferred.

Social marketing, sometimes called targeted marketing, techniques are increasingly being used to improve the effectiveness of outreach activities. This type of marketing combines the traditional commercial marketing concepts of product, price, place, and promotion with the additional considerations of publics, partnerships, policies, and purse strings, with the aim of inducing a voluntary change in behavior (Weinreich, 2011). This technique is common in public health fields and has been adapted for forestry (Butler et al., 2007; Snyder & Broderick, 1992).

Building and expanding on the work of Rickenbach et al. (2017), we carried out a study in which we quantified factors affecting participation rates for 10 landowner outreach campaigns conducted by the American Forest Foundation and its partners. We used an experimental design to test campaign attributes combined with landowner attribute data to model participation.

Methods

Data

The data we used were from 10 campaigns conducted across six geographies (Figure 1). (For a list of the American Forest Foundation partners who assisted with implementing the campaigns, see Appendix A.) Although the specifics varied (Table 1), the overall purpose of the campaigns was to increase landowner engagement. For each campaign, landowners were randomly assigned to campaign treatments and contacted via mail. The primary outcome monitored was whether the owner indicated he or she would accept the offer (i.e., participate in the campaign).

Figure 1.
Geographies Targeted by the Outreach Campaigns Analyzed

Note: Abbreviations correspond to those used to identify the campaigns in this article.

Table 1.
Target Populations and Objectives of the Outreach Campaigns Analyzed

Identifier	Geography	Target population	Objective
AL	Alabama Cumberland	Family forest owners with 40+ ac of forestland	Increase sustainable forest management with an emphasis on riparian forest improvements, prescribed fire, and shortleaf pine management
LS	Wisconsin Lake Superior Basin	Family forest owners with 10+ ac of forestland	Improve water quality and supply, mitigate wildfire risks, and restore wildlife habitat for at-risk species
MA	Massachusetts and Connecticut	Family forest owners with 10+ ac of forestland	Increase conservation and sustainable management for the support of a wildlife corridor
MS	Mississippi Piney Woods	Family forest owners with 40+ ac of forestland	Conduct sustainable forest management with an emphasis on, but not exclusive to, longleaf pine management
NC	North Carolina	Participants in the North Carolina Forest Stewardship Program	Increase membership in the Tree Farm program
WI	Wisconsin Driftless Area	Family forest owners with 10+ ac of forestland	Improve landscape health and increase sustainable forest management, including through reestablishing native oak trees

The information used to model participation is summarized in Table 2, and a full list of variables is available in Appendix B. The offers in the mailings typically included a visit from an expert, a publication, or "multiple" (i.e., recipients were offered a site visit, a publication, or both). Message refers to the feel and tone of the mailings. Appended data varied by campaign but included variables such as size of holdings, participation in forestry programs, demographics, and outdoor/conservation-oriented interests and activities. The appended data came from local partners and commercial marketing data clearinghouses.

Table 2.
Key Attributes of the Family Forest Owner Outreach Campaigns Analyzed

Geography	Campaign	Season and year	Offer(s)	Message(s)	Sources and number of appends	Number of contacts
Alabama Cumberland	AL.F15	Fall 2015	Multiple	Hunter, game, and wildlife Hunter, nongame, and wildlife Hunter, recreation, game, and wildlife Hunter, recreation, nongame, and wildlife Recreation, game, and wildlife Recreation, nongame, and wildlife	Partners (2) Purchased (75)	4,001
Lake Superior Basin (Wisconsin)	LS.S15	Spring 2015	Multiple	General Sharp-tailed grouse	Partners (2) Purchased (40)	1,237
Massachusetts and Connecticut	MA.F14	Fall 2014	Handbook	Conservation/legacy Wildlife	Partners (1) Purchased (87)	996
	MA.S15	Spring 2015	Handbook Land trust – forester visit	Conservation/legacy Wildlife	Partners (1) Purchased (86)	1,003
Mississippi Piney Woods	MS.S13	Spring 2013	Biologist visit Forester visit Handbook	Financial General Wildlife	Partners (3) Purchased (84)	3,916
	MS.F13	Fall 2013	Biologist visit Forester visit Handbook Multiple	Financial General Wildlife	Partners (3) Purchased (84)	4,786
North Carolina	NC.F14	Fall 2014	Fact sheets Forester visit	General	Partners (4)	1,758
Wisconsin Driftless Area	WI.S12	Spring 2012	Handbook Forester visit	General Wildlife	Partners (2) Purchased (18)	3,422
	WI.F12	Fall 2012	Handbook Forester visit	Financial General Wildlife	Partners (3) Purchased (19)	2,013
	WI.F13	Fall 2013	Handbook Forester visit	Hunting	Partners (3) Purchased (33)	2,999

Analyses

Through logistic regression models (Hosmer, Lemeshow, & Sturdivant, 2013), we tested the relationships between participation and the campaign attributes and appended data. The participation variables were defined as 1 if the landowner replied that he or she would like to receive the specified offer and 0 otherwise. We used lasso variable selection to avoid model overfitting (Tibshirani, 1996). To avoid multicollinearity, we dropped variables in the reduced models with variance inflation factors over 2.5 (Allison, 1999). We assessed goodness of fit using the le Cessie-van Houwelingen-Copas-Hosmer sum of squares test (Hosmer, Hosmer, le Cessie, & Lemeshow, 1997). All analyses were conducted through use of the R statistical software computing environment (R Development Core Team, 2016).

Results

Participation Rates

The percentages of landowners contacted who indicated they wanted to participate varied from 3% to 14% (Figure 2). Within a geographic region, the participation rates across campaigns did not vary substantially. For example, the Wisconsin Driftless Area participation rates ranged from 11% to 12%, and the Mississippi rates were 7% and 8%.

Figure 2.
Participation Rates, with 95% Confidence Intervals, by Outreach Campaign

Participation Models

All of the campaigns produced significant models. The lasso technique reduced the number of variables to two to 12 variables per model.

Offer and education level were the most consistently significant variables (p-value < .05) across models (Table 3). Offer was significant in all the models in which it was available; landowners receiving the offer of a publication were 2.5 to 7.9 times more likely to participate. Education was significant in six of the seven models in which it was available; landowners with a college education were 1.5 to 3.4 times more likely to participate. Other variables were less consistent in terms of significance.

Table 3.
Odds Ratios from Logistic Regression Models of Participation in Outreach Campaigns

Campaign	Shooting license	Size (log of ac)	ATV owner	Donor to environmental groups	Donor to wildlife groups	Education: College	Income: $100k+	Receives fishing information	Offer: Publication
AL.F15	1.54*	—			—	1.58*	—
LS.S15		-		—		3.37**	—
MA.F14	—	1.46***		—	1.78*		—	—
MA.S15		—		—			—	2.01*
MS.S13		1.20**	—		—	—	—		2.51***
MS.F13		—	—		1.60**	1.59***	1.03**		2.47***
NC.F14		—	4.31***						4.58***
WI.S12		—		—		1.45***			4.21***
WI.F12		—		1.82**		1.55*			3.93***
WI.F13		—		1.44*		1.50**			7.85***
Note. Only values for significant variables are reported. Dashes indicate variables that were available, but not significant. Blank cells indicate variables that were not available for a specific model. Full results for models are available in Appendix C. *p < .05. **p < .01. ***p < .001.

Discussion

As one might expect, the type of service or product offered had the greatest impact on participation rates, but the preferred offer was less intuitive. The offers tested were two commonly used in forestry outreach: publications and site visits. Offering a handbook versus offering a forester or wildlife biologist visit increased the participation rate by an average of 10 percentage points (Figure 3). This circumstance is in spite of the commonly held sentiment that owners want more site visits. The higher participation rates associated with the publications may be related to the lower time commitments required from the owners as compared to the subsequent steps that occur with a site visit. The preference for publications is reinforced by results from the National Woodland Owner Survey (Butler et al., 2016b) (Figure 4).

Figure 3.
Participation Rates, with 95% Confidence Intervals, by Outreach Campaign and Offer

Figure 4.
Percentages of Family Forest Owners (10+ ac) Across the United States by Preferred Methods for Receiving Forest Management Information

Note: Numbers refer to owners rating a method as very useful or useful on a 5-point Likert scale. Source: Butler et al., 2016b.

The scope of our study was limited to testing campaigns offering publications and site visits, but other options, including social media and other electronic communications, are tools commonly used by many Extension professionals. The efficacies of these additional options, to our knowledge, have not been empirically tested for family forest owners. This circumstance is especially relevant given that resources for Extension programs are diminishing (Sagor, Kueper, Blinn, & Becker, 2014) and many professionals increasingly rely on these other tools. According to results from the National Woodland Owner Survey (Butler et al., 2016b) (Figure 4), traditional written materials are preferred over other resources, including the Internet, but these trends need to be monitored over time as newer generations, who are increasingly comfortable and reliant on electronic communications, become larger proportions of the family forest owner population.

One factor we did not consider in our analysis is the likelihood of the given offer leading to behavioral change, the ultimate goal of most outreach campaigns. Although participation rates for the forester offers were lower, the return on investment could be higher, but this possibility needs to be further investigated. However, in contrast to widely held beliefs, Kilgore et al. (2015) found that participation in educational campaigns may have larger impacts on landowner behaviors than having a management plan or having received cost-share assistance. In addition, publication offers can be seen as a "foot-in-the-door" technique where a modest, low-threshold offer helps build trust and increases the likelihood of later participation in higher threshold, larger offers (Burger, 1999).

Besides type of service or product offered, level of education was the only other variable that was consistently significant across models. Owners with a college degree were on average 1.5 times more likely to participate than owners with lower educational attainment levels. Organizations that are interested in interacting with a broad range of owners may want to consider that educational level may be a barrier for reaching some owners.

There was some evidence that owners who contribute to environmental or wildlife causes were more likely to participate, but the influence of these variables was less consistent, and additional research is needed to confirm or refute this association. It is plausible that owners who are inclined to donate to conservation organizations also are inclined to accept information from them.

The message variable did not have a significant impact on participation rates across the multiple campaigns we studied. In theory, distinct messages should resonate differently with different people (Weinreich, 2011). One reason for message not being significant could be related to how distinct the messages are. For the campaigns addressed here, the primary difference among messages was the pictures used on the materials being delivered.

Although size of holdings is correlated with many landowner behaviors and attitudes, such as timber harvesting (Beach, Pattanayak, Yang, Murray, & Abt, 2005; Silver, Leahy, Weiskittel, Noblet, & Kittredge, 2015), owning for timber or land investment purposes (Butler et al., 2016a), and participation in management activities and programs (Butler et al., 2016a), it was not a consistent indicator of participation in outreach campaigns in our study. This attribute may be of use for targeting owners with larger (or smaller) holdings depending on the goals of the campaign, but it does not appear to be of great help in identifying who will participate.

The participation models presented here do not explain all the differences across the campaigns. The quality of the outreach materials, the timing of the outreach efforts, the number of contacts, and the trustworthiness of the partners are a few of the untested variables that may help further explain differences.

Conclusions

Participation rates for the outreach campaigns we studied ranged from 3% to 14%. Through an experimental design, we showed that offer had the greatest influence on participation rates, followed by education level. More specifically, offering a family forest owner a publication is much more likely to solicit a positive response than offering a site visit from a professional. Publications offer owners opportunities to learn new information at their own rate. The potential that acceptance of publications will lead to future interactions with professional foresters is an important topic for future research.

Education is the only variable other than offer that consistently affected participation rates. The implications for Extension foresters and others for more readily reaching less educated owners should be factored into outreach efforts.

Most of the other appended data were not significantly correlated with participation rates. This result may be because the appended data were not specifically collected for understanding family forest owners or because these broad indicators simply are not great predictors of actual conservation-related behavior.

Our study was made possible by the foresight and commitment of those implementing the campaigns and a willingness to evaluate their efforts and test different approaches. This desire for evidence-based results and continual learning should be encouraged in all outreach projects and could be facilitated by the development of simple tools for participation tracking and automated analyses.

We hope that professionals use the information provided here with insights from other studies and their own experiences to design more efficient and more effective outreach programs.

Acknowledgments

Our research would not have been possible without the commitment of the American Forest Foundation to engage with us to set up our experiments and allow us to analyze and share the results. The American Forest Foundation provided funding for the research, but full editorial rights remained with us. We also are thankful to the partners who implemented the campaigns and the reviewers who provided constructive comments.

References

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Appendix A

Outreach Campaign Partners

• Alabama A&M and Auburn University Extension
• Alabama Department of Conservation and Natural Resources
• Alabama Forestry Association
• Alabama Forestry Commission
• Alabama Invasive Plant Council
• Alabama Treasured Forests Association
• Aldo Leopold Foundation
• American Forest Foundation
• Auburn University School of Forestry and Wildlife Sciences
• International Paper
• Kickapoo Woods Cooperative
• `Kü-lē Region Forestry Inc.
• MassConn Sustainable Forest Partnership
• Mississippi Forestry Association
• Mississippi Forestry Commission
• My Lake Superior Northwoods
• National Fish and Wildlife Foundation
• National Wild Turkey Federation
• Nature Conservancy
• New England Forestry Foundation
• North Carolina Tree Farm Program
• Oregon Department of Forestry
• Oregon Forest Resources Institute
• Oregon State University Extension Service
• Pheasants Forever
• Ruffed Grouse Society
• Southwest Badger Resource Conservation and Development District
• Trout Unlimited
• University of Wisconsin Extension
• University of Wisconsin Madison
• U.S. Department of Agriculture Forest Service
• U.S. Department of Agriculture Natural Resources Conservation Service
• U.S. Fish and Wildlife Service
• Wallowa Resources
• Walnut Council
• Wisconsin Bird Conservation Initiative
• Wisconsin Department of Natural Resources

Appendix B

Variables Appended to One or More Campaigns Analyzed

Category

Variable

AL.F15

LS.S15

MA.F14

MA.S15

MS.S13

MS.F13

NC.F14

WI.S12

WI.F12

WI.F13

Activity

ATV owner

X

X

Activity

Big game hunting

X

X

Activity

Boat owner

X

X

X

Activity

Boating

X

X

X

X

Activity

Camping

X

X

X

X

X

Activity

Fishing

X

X

X

X

X

Activity

Hunting

X

X

X

X

X

Activity

Shooting

X

X

X

Activity

Skiing

X

X

X

X

X

Campaign

Message

X

X

X

X

X

X

X

X

X

Campaign

Offer

X

X

X

X

X

X

Demographics

Age

X

X

X

Demographics

Education

X

X

X

X

X

X

X

Demographics

Gender

X

X

Demographics

Income

X

X

X

X

X

X

Demographics

Married

X

X

X

X

X

X

X

Donor

Environmental

X

X

X

X

X

X

Donor

Wildlife

X

X

X

X

X

Forestry

Program participation

X

X

X

X

X

X

General

County

X

X

Information

Birds

X

X

Information

Fishing

X

X

Information

Hunting

X

X

Information

State conservation magazine

X

X

Information

Wildlife

X

X

Interest

Birds

X

X

X

X

X

X

X

Interest

Boating

X

Interest

Camping

X

X

X

Interest

Fishing

X

X

X

X

Interest

Hunting

X

X

X

X

Interest

Outdoors

X

Interest

Photography

X

X

X

X

X

X

Interest

Wildlife

X

X

Land

All land

X

X

X

X

X

Land

ear=all style='page-break-before:always'> orestland

X

X

X

X

X

X

X

X

License

Deer

X

X

X

X

X

License

Deer (archery)

X

X

X

License

Deer (gun)

X

X

X

License

Doe

License

Fishing

X

X

X

X

X

X

X

X

License

Fishing (nonresident)

X

X

X

License

Fishing (other)

X

X

X

License

Hunting

X

X

License

Other hunting

X

X

X

License

Patrons

X

X

X

License

Shooting

X

X

X

License

Small game

X

X

X

License

Sportsman

X

X

X

License

Turkey

X

X

X

Registration

ATV

X

X

X

Registration

Snowmobile

X

X

X

Appendix C

Outreach Campaign Logistic Regression Model Summaries

Alabama – Fall 2015 (AL.F15)

Lake Superior Basin – Spring 2015 (LS.S15)

Massachusetts – Fall 2014 (MA.F14)

Massachusetts – Spring 2015 (MA.S15)

Mississippi – Spring 2013 (MS.S13)

Mississippi – Fall 2013 (MS.F13)

North Carolina – Fall 2014 (NC.F14)

Wisconsin – Spring 2012 (WI.S12)

Wisconsin – Fall 2012 (WI.F12)

Wisconsin – Fall 2013 (WI.F13)