Press Releases

RBFF Fishing License Marketing Program Kicks Off Year Four
Nearly 840,000 Fishing Licenses Sold To-Date

ALEXANDRIA, VA (April 27, 2011) – The Recreational Boating & Fishing Foundation (RBFF) today announced the organization is kicking off year four of its State Fishing License Marketing Program, a nationwide effort to increase fishing license sales. The initiative, which includes direct mail, e-mail outreach, social media and additional marketing strategies, maintains a commitment to increase participation in fishing through license sales, and generate awareness of the connection to state conservation efforts.

State agencies will begin launching their programs over the coming weeks, aiming to bring lapsed anglers back to the sport and keep current anglers from lapsing. The fourth year of the program continues to integrate radio advertising and public relations support from RBFF to enhance the direct mail effort. In 2011, states will also receive e-mail marketing templates and tips for using social media.

“We are thrilled to have more than 30 states participating in the program this year,” said RBFF President and CEO Frank Peterson. “We’ve worked closely with our state partners over the last few years to learn what strategies work for them, and have incorporated some new elements as a result. We hope to provide a successful program infrastructure that is self-sustaining and builds funds for state conservation efforts year to year.”

Thirty-three state partners have sold nearly 840,000 fishing licenses through the State Fishing License Marketing Program to-date. Last year, the program led to the sale of more than 290,900 fishing licenses and permits in 31 states. Based on these results, last year’s program also contributed to fish and wildlife management efforts with more than $5.7 million in gross program revenue.

"We are pleased to continue working with RBFF to increase fishing license sales,” said RBFF Board Member and New Jersey Division of Fish and Wildlife Director Dave Chanda. "The partnership benefits and support that RBFF brings helps make it possible for us to develop and launch a comprehensive marketing outreach plan with the best chance of success.”

Launched in March 2008, RBFF’s State Fishing License Marketing Program aims to recruit and retain lapsed anglers and generate awareness of the connection between fishing license sales and conservation efforts. Participating states receive direct mail and e-mail templates, instructions to implement a marketing campaign, social media assistance and advertising support from RBFF. A full list of participating states is available online.

About RBFF
RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. 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™.