ALEXANDRIA, VA (February 5, 2009) – The Louisiana Department of Wildlife and Fisheries and Wisconsin Department of Natural Resources have announced first-year results from the State Direct Mail Marketing Program, a nationwide effort from the Recreational Boating & Fishing Foundation (RBFF). The direct mail initiative is a three-year program designed to identify and target lapsed anglers and increase fishing license sales.
“The direct mail campaigns in Louisiana and Wisconsin were successful efforts to bring back lapsed anglers to the sport,” said RBFF President and CEO Frank Peterson. “As they move into year two of their programs, we look forward to generating additional funds for state conservation efforts.”
Louisiana’s direct mail effort included two separate mailings that coincided with local radio and online advertising. Approximately 66,000 lapsed anglers were sent a postcard reminding them to buy a fishing license. As a result, 17,319 purchased a license during the evaluation period, a 26 percent response rate among lapsed anglers who were contacted by direct mail. The program respondents purchased a total of 20,903 licenses and permits and generated $160,164 in gross program revenue. To view the executive summary or full report for Louisiana’s program, visit RBFF.org.
“We’re pleased to see so many former anglers pick up their rods and reels again to enjoy the great fisheries resources we have here,” said Louisiana Department of Wildlife and Fisheries Secretary Robert Barham.
Wisconsin’s direct mail effort also included two separate mailings that coincided with local radio and online advertising. Approximately 41,000 lapsed anglers were sent postcards reminding them to buy a fishing license. As a result, 11,231 purchased a license during the evaluation period, a 27 percent response rate among lapsed anglers who were contacted by direct mail. The program respondents purchased a total of 11,238 licenses and permits and generated $221,892 in gross program revenue. To view the executive summary or full report for Wisconsin’s program, visit RBFF.org.
“Fishing is a part of Wisconsin’s heritage that supports healthy families, healthy local economies and a healthy environment,” said Wisconsin Department of Natural Resources Secretary Matt Frank. “We’re thrilled with the successful results from the 2008 Take Me Fishing campaign and look forward to expanding the effort through our partnership with RBFF in 2009.”
Launched in March 2008 with 30 state fish and wildlife agencies, RBFF’s Direct Mail Marketing Program aims 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. Initial results reveal that more than 224,000 fishing licenses and permits have been sold in the first 29 states, with response rates ranging from five to 27 percent. Based on these results, the program is contributing to fish and wildlife management efforts with $4.23 million in gross revenue to date.
A full list of participating states is available online.
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™.