ALEXANDRIA, VA (December 18, 2008) – The Recreational Boating & Fishing Foundation (RBFF) today announced that results are final for the State Direct Mail Marketing Programs in Alabama and Colorado. The Alabama DCNR Wildlife and Freshwater Fisheries Division and Colorado DNR Division of Wildlife received at least a 10 percent response rate in their direct mail marketing efforts this year to reach lapsed anglers and increase fishing license sales.
“We have been eager to release the first wave of results and are pleased to announce figures for Alabama and Colorado’s direct mail programs,” said RBFF President and CEO Frank Peterson. “We executed an integrated marketing program to remind lapsed anglers about the joys of fishing and the importance of purchasing a license. The Direct Mail Marketing Program has already contributed more than $3 million in funds for state conservation efforts and as we collect more results this number will continue to grow.”
Alabama’s direct mail effort included two separate mailings that coincided with local radio and online advertising. Approximately 70,000 lapsed anglers were sent a letter or postcard reminding them to buy a fishing license. As a result, 6,878 purchased a license during the evaluation period, a 10 percent response rate among lapsed anglers who were contacted by direct mail. The program respondents purchased a total of 7,365 licenses and permits and generated $104,135 in gross program revenue. To view the executive summary or full report of Alabama’s program, visit RBFF.org.
Colorado’s direct mail effort also included two separate mailings that coincided with local radio and online advertising. Approximately 34,000 lapsed anglers were sent postcards reminding them to buy a fishing license. As a result, 4,133 purchased a license during the evaluation period, a 12 percent response rate among lapsed anglers who were contacted by direct mail. The program respondents purchased a total of 6,121 licenses and permits and generated $111,045 in gross program revenue. To view the executive summary or full report of Colorado’s program, visit RBFF.org.
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. More than 210,000 fishing licenses and permits have been sold in the first 28 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 $3.86 million in gross revenue to date.
A full list of the 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™.