Marketing the master forest owner volunteer program: a pilot study on the messaging and materials of engagement

Abstract

Woodland management is critical for ensuring forests are sustainably managed, yet few forest landowners have management plans and are often unsure of where to turn for advice. In New York State, the Master Forest Owner (MFO) Volunteer program provides free support from trained volunteers, however participation in the program has declined since 2012. To encourage engagement with the program, we pilot tested a message consisting of descriptive norm, benefit appeal, and individual self-frame via a direct mail campaign. Compared to a control message, requests for visits with MFOs increased from receiving the treatment message via a cost-effective postcard.

Acknowledgments

We wish to acknowledge the generosity of the MFO program benefactors who provided funding for this research.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

Anonymous donor.