ALEXANDRIA, VA (November 8, 2007) – The Recreational Boating & Fishing Foundation (RBFF) today announced that Kentucky’s Department of Fish and Wildlife Resources (KDFWR) is the first state to sign on to a new 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 Kentucky.
“We are proud to announce Kentucky’s commitment to engage lapsed anglers,” said RBFF President and CEO Frank Peterson. “RBFF estimates that the nationwide program could generate $5.6 million in revenue for those states who participate. We look forward to this partnership.”
“Our Department relies solely on license and boater registration fees and federal grants as a revenue source,” said KDFWR Commissioner Jon Gassett. “Our recent partnership with RBFF and their direct marketing efforts are an excellent opportunity to maintain or increase our fishing license sales.”
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.