ALEXANDRIA, VA (May 21, 2009) – The Recreational Boating & Fishing Foundation (RBFF) is launching a new pilot program today to increase fishing license sales, targeting lapsed anglers who have moved within the last two years. Fourteen state fish and wildlife agencies nationwide are participating in the ‘Movers Program,’ RBFF’s latest pilot state initiative. These include: Alabama, Arkansas, Florida, Iowa, Kentucky, Minnesota, Mississippi, New Hampshire, New Jersey, North Carolina, Oklahoma, Oregon, Utah and Virginia.
“We are thrilled to launch this new pilot program which reminds anglers that great fishing and boating opportunities exist in their new home state,” said RBFF President & CEO Frank Peterson. “This unique program allows us to identify and contact lapsed anglers who have moved and encourage them to buy a new fishing license. We know that this additional revenue will help state agencies keep our waterways clean and fisheries healthy.”
Two separate postcards, to be mailed in May and June, will remind lapsed anglers of the fun and excitement of the sport. Each direct mail piece will encourage them to visit state-specific pages on TakeMeFishing.org to purchase a fishing license. Based on data from RBFF’s recent direct mail efforts, approximately three percent of lapsed anglers fail to renew their license because they moved out of state.
The new pilot program is an extension of RBFF’s State Direct Mail Marketing Program, a three-year initiative to recruit and retain lapsed anglers and generate awareness of the connection between fishing license sales and conservation efforts. Thirty-two states currently participate in the State Direct Mail Marketing Program, which integrates radio advertising and public relations support from RBFF to enhance the direct mail effort. The program has contributed more than $4 million in gross revenue to date for fish and wildlife management efforts.
More information about RBFF’s state partnerships 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™.