Press Releases

RBFF Targets More Than Three Million Boaters & Anglers with Nationwide Direct Mail Marketing Program
Lapsed Boaters Added To Successful Direct Mail Marketing Program

ALEXANDRIA, VA (May 23, 2012) – The Recreational Boating & Fishing Foundation’s (RBFF) State Direct Mail Marketing Program, a nationwide effort to increase fishing license sales and boat registrations, is now in full swing. New this year, the program will contact lapsed boaters across the country, in addition to lapsed anglers. In total, RBFF, in partnership with states across the country, has distributed more than three million direct mail pieces reminding those who once enjoyed fishing and boating, but no longer participate, to renew their license and/or register their boat.

The State Fishing License Marketing Program, now in its fifth year, includes outreach to lapsed anglers in 35 participating states through direct mail to those who haven’t renewed their fishing license for at least one season. Many states are supplementing the program with e-mail outreach, social media and other marketing strategies. In addition, the majority are also including information about a rebate offer from Shakespeare, which gives anglers who purchase $40 worth of equipment and their 2012 fishing license, an opportunity to get $10 back.

The Boat Registration Marketing Program, launching its first year, includes outreach to lapsed boaters in 15 participating states. The program, expanded nationally, was developed following a series of successful direct mail pilot programs encouraging boat owners with lapsed registrations to renew. The program includes mailers to boat owners who haven’t renewed their boat registrations for at least one boating season.

RBFF has funded and implemented the 2012 State Direct Mail Programs on behalf of state agencies; however, participating state agencies receive 100 percent of the revenue generated from the program.

“Supporting our state partners in their efforts to increase fishing license sales and boat registration renewals is a key component of our mission,” said RBFF President and CEO Frank Peterson. “We are thrilled to be working with 35 states in the Fishing Program and to launch our Boat Program nationally with 15 states. Both programs are critical to state fish and wildlife conservation, and boating infrastructure programs.”

Launched in March 2008, RBFF’s State Fishing License Marketing Program aims to recruit and retain lapsed anglers and generate awareness of the connection between fishing license sales and conservation efforts. To date, the Fishing Program has contributed to the sale of more than 1.1 million fishing licenses. In addition, RBFF’s State Boat Registration Marketing Program aims to bring lapsed boaters back into the sport and generate awareness of the connection between boat registration sales and conservation efforts.

About RBFF
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 and Anglers’ Legacy™.


For further information: Stephanie Vatalaro, 703-778-5156,