Program Update - Wildlife and Sport Fish Restoration Program - U.S. ...

Fishing License
Sales Expected
to Increase
Nationally
State funds for management and conservation could receive a big boost this year,
due to the concerted efforts of the Recreational Boating & Fishing Foundation
(RBFF) and 30 state fish and wildlife agencies. Building upon previous success
with the organization’s pilot state efforts, including a direct mail campaign with the
Minnesota DNR that garnered a 20.3 percent response rate and supported the sale of
nearly 10,000 fishing licenses, RBFF created a nationwide recruitment and retention
program to reach out to lapsed anglers.
By targeting lapsed anglers and encouraging them to renew their fishing licenses,
the program generates awareness of the connection between fishing license sales and
conservation efforts. RBFF’s Direct Mail Marketing Program–– the first nationwide
marketing effort of this kind –– recognizes that conservation dollars rely heavily on
participation.
States interested in participating met certain criteria including an electronic license
database, at least one year of lapsed angler data, state funds and a year commitment
to the program. In December 2007, a Direct Mail Marketing Kit that included stepby-step
instructions for planning and executing a license renewal campaign, direct
mail templates, marketing strategies and state agency case studies, was finalized and
distributed to the 30 participating states.
In March 2008, state agencies began mailing postcards, letters and self-mailers to
more than 1 million lapsed anglers across the country. RBFF purchased local radio
and online advertising to support the state programs. Participating states also
received a public relations toolkit from RBFF to help them communicate about the
program to internal and external audiences, and to promote their efforts locally.
The program strongly encourages agencies to use incentives or special offers in their
direct mail to anglers. Many have done so, offering free magazine subscriptions, park
admission and boat rentals.
With 30 states on board, the program could generate significant additional funds for
conservation, management programs and preservation of our waterways. Evaluations
for many of the participating states will be available in October 2008. RBFF intends
on building on the momentum of this past year to gain commitment from ten new
states to implement the program in 2009.
For additional information on this effort, please contact Frank Peterson, RBFF
President & CEO (FPeterson@rbff.org) or Stephanie Hussey, RBFF Director of
State Initiatives (SHussey@rbff.org).
8 Wildlife and Sport Fish Program Update September 2008