Reaching and Engaging New Audiences: 5 Hikes in 5 Weeks Saving Special Places 2018 April 7, 2018 Jack Savage, Vice President, Communications and Outreach Carrie Deegan, Volunteer & Community Engagement Manager
GOALS Engage new audiences from Southern NH Introduce people to the Forest Society, our work, and our Forest Reservations
2016 Partnered with WMUR Escape Outside Southern NH locations Easy walks < 2.5 mi FREE, pre registration requested SPNHF staff leaders, volunteer help Post hike email survey
2016 1. Fri. 6/24 Merrimack Floodplain, Concord 2. Wed. 6/29 Monson Center, Milford/Hollis 3. Sat. 7/9 HealdTract, Wilton 4. Wed. 7/13 Gap Mountain, Jaffrey 5. Wed. 7/20 Hedgehog Mountain, Deering
2016
Media Coverage WMUR: 5 stories on Escape Outside Website and TV Weather Wednesday segment with Mike Haddad, shot on the Merrimack River floodplain Mike Haddad Facebook post Website ads appearing in market area Other: Union Leader (Sunday News) Forest Journal Column Forest Society Tree Mail e news, Facebook and Twitter posts Concord Patch press release Online events calendars
Weather Wednesday video clip 2016
2016 Refreshments! Swag! Big Welcomes!
2016
Hike series is an effective way of reaching NEW audiences
Hike series is an effective way of reaching NEW audiences
Target Communities Reached
Target Communities Reached
Target Communities Reached
People will drive long distances for an easy hike!
No clear attendance patterns except average 53% no shows 90 Number of People 80 70 60 50 40 30 20 FRI WED WED WED SAT Registered Attended 10 0 83 55 57 26 64 22 59 25 64 28 Merrimack Floodplain Monson Village Heald Tract Gap Mountain Hedgehog Mt
2017 Three series of 5 hikes each Winter/Spring, Summer and Fall Wider geographic spread for hikes
Winter/Spring
Side Note: PUB NITES
Summer
Fall
How well well attended? attended? Range: 2 to 47 hikers Average: 28 hikers Total unique hikers: 314 50 45 40 35 30 25 20 15 10 5 0 Winter/Spring Summer Fall
Still lots of no shows 749 registrations (465 unique) Average: 58% attendance per hike Emails, addresses for all registrants 140 120 100 80 60 40 Registered Attended 20 0
Where did hikers come from?
Where did hikers come from? Avg miles driven = 43
Northern hikes still drew WMUR target audience Avg miles driven = 77.8
Hikers willing to drive 50+ mi Q: How far would you be willing to travel for an event on a Forest Society Reservation (check all that apply)? 0 10 20 30 40 50 >10 miles 10 25 miles 25 50 miles 2016 2017 < 50 miles
Were these new audiences? 13.6% of registrants said they were members
Not as new as 2016 13.6% of registrants said they were members Q: How familiar were you with the Forest Society before attending this event? Not at all 0 10 20 30 40 A little (heard of) Familiar 2016 2017 Very Familiar
WMUR key for unknowns Q: Where did you hear about this event? Q: How familiar were you with the Forest Society before attending this event? 0 10 20 30 WMUR TV SPNHF e news SPNHF website newspaper friend 0 5 10 15 20 Not at all A little (heard of) Familiar Very Familiar Spring Summer 2017 Fall 2017
5 Hikers share some of our conservation values Q: In your personal opinion, how important is it to protect forests like the one you visited on the hike? 0 20 40 60 80 100 Very important Somewhat important Not important
What else did we learn? Q: What were your reasons for attending this event? 0 10 20 30 40 50 60 70 80 Get exercise Discover new hiking spot Something to do with friends/family Meet new people Event was free Learn about SPNHF
What else did we learn? Q: What kinds of events would you be interested in attending in the future? 0 20 40 60 80 100 Guided Hikes/Walks Wildlife/Nat History Programs Kayak/Paddling Trips Cultural History/Land Use Program Outdoor Yoga/Meditation Geocaching/Scavenger Hunt Picnic/Family Event Trail Run/Race Plein Air Painting
Setting the hook: deeper engagement Q: Do you think you will come back to this location on your own in the future? 80 70 60 50 40 30 20 10 0 Yes No Maybe
Setting the hook: deeper engagement 2016 Sent 31 participants (2+ hikes) a complimentary copy of Forest Notes 3 became members (~10%)
Setting the hook: deeper engagement All registrants receive e newsletter (can opt out) All (non member) participant households received new member mailing this winter Will track 5 Hikes new membership/donation rate 2017
Looking ahead: 2018 5 Hikes Summer and Fall Series (10 hikes) Broad geographical spread Adding some easement properties Nominal fee for non members More volunteer involvement Let WMUR do primary promotion