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

Marketing the master forest owner volunteer program: a pilot study on the messaging and materials... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Applied Environmental Education & Communication Taylor & Francis

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

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

Abstract

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...
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Publisher
Taylor & Francis
Copyright
© 2021 Taylor & Francis Group, LLC
ISSN
1533-0389
eISSN
1533-015X
DOI
10.1080/1533015X.2021.2013747
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Applied Environmental Education & Communication – Taylor & Francis

Published: Apr 28, 2022

References

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