ALEXANDRIA, VA (November 28, 2007) – The Recreational Boating & Fishing Foundation (RBFF) today announced that the Oregon Department of Fish and Wildlife (ODFW) will participate in a direct mail marketing effort to increase fishing license sales. The direct mail toolkit, developed by RBFF to help increase participation in the sport and generate awareness of the connection between fishing license sales and conservation efforts, will be used to implement a lapsed angler recruitment program in Oregon.
“We are thrilled to be working with ODFW to recruit lapsed anglers in Oregon,” said RBFF President and CEO Frank Peterson. “Oregon is committed to reaching out to lapsed anglers and getting families involved in the sport and that’s an important step towards generating revenue for the industry and for conservation. RBFF estimates that the nationwide direct mail program could generate $5.6 million in revenue for those states who participate.”
“Most of our revenue is tied to license sales, so we’re concerned when sales decline,” said ODFW Director Roy Elicker. “We’re also concerned about what it means for the future. Adults are the key to getting kids started fishing. If parents aren’t fishing, it’s unlikely their kids will fish. We’re excited about working with RBFF to encourage lapsed anglers to start fishing again and, while they’re at it, take their kids.”
The product will include future modules to address retention and recruitment of new anglers, an online component complete with direct mail templates, instructions to implement a direct mail campaign and marketing assistance from RBFF. A workshop for states that want to use the toolkit will be held January 16--17, 2008 in Dallas, Texas.
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.