Press Releases

North Carolina Makes Commitment to Increase Fishing License Sales
First-Ever Direct Mail Marketing Program from RBFF to Target Lapsed Anglers

ALEXANDRIA, VA (November 20, 2007) – The Recreational Boating & Fishing Foundation (RBFF) today announced that the North Carolina Wildlife Resources Commission 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 North Carolina.

“North Carolina’s involvement in the direct mail toolkit is an important step in reconnecting with lapsed anglers in the state,” said RBFF President and CEO Frank Peterson. “A recent study by Southwick Associates revealed that only 15% of anglers bought a license in each of the past five years. Revenue from fishing license sales is a critical source of funding for state agency conservation and management programs. We look forward to additional state partner involvement on this program.”

“North Carolina has diverse sport fishing opportunities, from Appalachian brook trout to Atlantic striped bass,” said North Carolina Wildlife Resources Commission Interim Director Fred A. Harris. “We are excited about working with RBFF to remind our inactive license customers of the fun and excitement of fishing.”

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 in January.

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.


Stephanie West