ALEXANDRIA, VA (November 1, 2012) –The Recreational Boating & Fishing Foundation (RBFF) today announced that its State Fishing License Marketing Program continues to positively impact state agency revenue and fishing license sales. Results from the 2012 program reveal more than $4.8 million was generated in gross program revenue, contributing to state conservation efforts. RBFF’s marketing program helps state agencies send targeted, well-timed and inviting direct mail pieces to lapsed anglers, reminding them of the pleasures of fishing, and encouraging them to renew their license. Since the State Fishing License Marketing Program was initiated five years ago, it has generated 1.3 million fishing license sales.
“We are thrilled at the millions of dollars our State Fishing License Marketing Program has helped generate for states and aquatic resource conservation,” said RBFF President and CEO Frank Peterson. “The funds generated by the program contribute directly to state fish and wildlife management, which is vital to participation and the future of the sport.”
In addition to the $4.8 million generated for state conservation efforts, participating state agencies will also receive an estimated $1.1 million from the Sport Fish Restoration and Boating Trust Fund.
Thirty-five states participated in the 2012 program, sending out a total of 2.59 million direct mail pieces, beginning in April 2012. With results from one participating state still to be calculated, RBFF reports more than 236,000 licenses have been sold. This translates to an 8.39% average response rate from each state, which, according to the Direct Marketing Association, is almost twice the U.S. average 4.4% response rate for print direct mail.
RBFF is developing new creative approaches and messaging for the 2013 Program that will continue to attract anglers’ attention and motivate them to purchase a fishing license. In addition, RBFF is planning to expand the program to also focus on retention.
RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. RBFF helps people discover, share and protect the legacy of boating and fishing through national outreach programs including the Take Me Fishing™ campaign.