10-02-2008, 06:10 PM
The Recreational Boating & Fishing Foundation (RBFF) completed the first year of its Direct Mail Marketing Program with 30 state fish and wildlife agencies participating. Through direct mail postcards, letters and self-mailers, the states targeted lapsed anglers and encouraged them to renew their fishing licenses. Initial information is in from ten states and the results are promising. More than 78,000 fishing licenses were sold in Alabama, Colorado, Indiana, Iowa, Kansas, Minnesota, Missouri, New York, Oklahoma and Oregon as a result of the campaign. RBFF estimates that the additional license sales may have generated more than $1 million for conservation, based on an average $15.00 license. Response rates range from 10 to 25 percent, while the industry standard is only 1 to 3 percent. Individual state reports detailing the results will be available on RBFF.org in the coming weeks. RBFF's goal is to sign on 10 new states to begin direct mail programs focused on lapsed anglers next spring. A marketing workshop for the 40 states signed up for the program is scheduled for November 19 - 21 in Dallas, Texas. For more information, contact RBFF State Initiatives Director Stephanie Hussey or call (703) 778-5152.