ALEXANDRIA, VA (November 13, 2007) – The Recreational Boating & Fishing Foundation (RBFF) today announced that the Texas Parks and Wildlife Department (TPWD) 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 Texas.
“Texas is leading the charge to bring back lapsed anglers and we are excited about their involvement,” said RBFF President and CEO Frank Peterson. “The direct mail program can have a profound impact on the resource. RBFF estimates that the nationwide program could generate $5.6 million in revenue for those states who participate. The advantages are undeniable.”
“We look forward to partnering with RBFF on this important marketing effort to remind anglers why it’s important to buy a fishing license each year,” said TPWD Executive Director Robert L. Cook. “Thanks to license fee dollars, state conservation agencies are able to continue to do the job we need to do to manage the resource so that anglers now, and in the future will enjoy great fishing opportunities. We appreciate RBFF’s assistance in spreading that message.”
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.
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.