Press Releases

RBFF Direct Mail Program Kicks Off Year Two; Strong Results Shape Plans for Targeting Lapsed Anglers

ALEXANDRIA, VA (March 24, 2009) – The Recreational Boating & Fishing Foundation (RBFF) today announced the organization is kicking off year two of the State Direct Mail Marketing Program, a nationwide effort designed to identify and target lapsed anglers and increase fishing license sales. The direct mail initiative maintains a commitment to increase participation in fishing through license sales this year, and generate awareness of the connection to state conservation efforts.

Thirty-two states will launch their programs over the coming weeks with two separate mailings, aiming to bring lapsed anglers back to the sport. The second year of the program continues to integrate radio advertising and public relations support from RBFF to enhance the direct mail effort.

“We are thrilled to have 32 states participating in the program this year, including Vermont and Washington who are new to the campaign,” said RBFF President and CEO Frank Peterson. “We’ve worked closely with our state partners to learn what strategies worked for them and are taking their feedback into consideration as we move forward. We are working to provide a successful program infrastructure that is self-sustaining and builds funds for state conservation efforts year to year.”

Results from the first year of the program reveal that more than 223,000 fishing licenses and permits have been sold in 29 of 30 states. Based on these results, the program is contributing to fish and wildlife management efforts with more than $4 million in gross revenue to date.

"The direct mail program was a key component of our marketing efforts this past year," said RBFF Board Member and New Jersey Division of Fish and Wildlife Director Dave Chanda. "By taking an integrated approach and building on the lessons we've learned, I am confident we will see license sales continue to grow. We look forward to working with RBFF again this year on the direct mail campaign."

Launched in March 2008 with 30 state fish and wildlife agencies, RBFF’s Direct Mail Marketing Program is a three-year initiative to recruit and retain lapsed anglers and generate awareness of the connection between fishing license sales and conservation efforts. Thirty-two states currently participate in the program. Each state agency receives direct mail templates, instructions to implement a direct mail campaign, marketing assistance and advertising support from RBFF.

A full list of participating states is available online.

About RBFF
RBFF is a nonprofit organization established in 1998 to increase participation in recreational angling and boating. 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™.


Heather Sieber