SPRING 2023 29 I find the attraction to forestry by individuals with nontraditional backgrounds exciting as students are bringing fresh perspectives, unique skillsets, and innovative ideas to a field that continues to evolve and face new complexities. It also means that those of us working to recruit future forestry students and professionals and provide youth education promoting sustainable working forests may need to rethink our traditional approaches to reaching these audiences. This is not meant to imply we must change our message. Rather, I suggest that we consider how our message can be framed to best resonate with the individuals we desire to reach or influence. This is both an opportunity and challenge, and something I regularly contemplate in my role as Chair of VFEF’s Marketing Committee with responsibilities that include not only marketing to potential Foundation supporters but also to new and diverse youth education programs aligned with our mission. Our message is consistent and strong—sustainable forests benefit Virginians environmentally, socially, and economically. I submit, though, there’s room for inconsistency in how that message is framed and communicated. Regarding aspects of Foundation supporters, we must consider the incredible variety of all those who are impacted and advantaged by our promotion of this message. Will the same framing best reach the small business owner whose livelihood is dependent upon shipping products in cardboard boxes and the avid hunter of game that thrives in early successional habitat? It might. I am confident, though, that speaking specifically to the interests of each will better position us to influence that individual—in this case, to donate. Likewise, as recruiting for forestry degree programs and forestry and natural resources professional positions becomes more challenging, expanding the variety of ways in which we frame and communicate about forestry is critical to the sustainability of degree programs and the profession. How can we think outside the box when it comes to college recruitment programs and career days? How can we variegate the way we speak about our field to prompt interest in it? How can we support youth education programs inspiring future foresters in nontraditional, creative ways? I certainly don’t have all the answers, but I invite you to join me, as well as VFEF, as we work toward them. I think we can all agree we want the best and brightest minds sustaining the field we care so passionately about. Let’s work together to make sure we’re finding them! VFEF appreciates your contributions to support programs and scholarships that educate youth about forestry, natural resources and introduce them to careers in the forest industry. Please call 804-278-8733 or email vfef@ vaforestry.org to recommend programs for VFEF support. Call or visit www.vfef.net to provide a tax-deductible donation.
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