Louisiana, Wisconsin report success from RBFF program

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The Louisiana Department of Wildlife and Fisheries and Wisconsin Department of Natural Resources have had successful first-year results from the state direct-mail marketing program, a nationwide effort from the Recreational Boating & Fishing Foundation.

The direct mail initiative is a three-year program designed to identify and target lapsed anglers and increase fishing license sales.

In Louisiana, approximately 66,000 lapsed anglers were sent a postcard reminding them to buy a fishing license. As a result, 17,319 purchased a license during the evaluation period, a 26 percent response rate among lapsed anglers who were contacted by direct mail.

The program respondents purchased a total of 20,903 licenses and permits and generated $160,164 in gross program revenue.

In Wisconsin, approximately 41,000 lapsed anglers were sent postcards reminding them to buy a fishing license. As a result, 11,231 purchased a license during the evaluation period, a 27 percent response rate among lapsed anglers who were contacted by direct mail.

The program respondents purchased a total of 11,238 licenses and permits and generated $221,892 in gross program revenue.

Launched last March with 30 state fish and wildlife agencies, RBFF's program aims 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 program.

Initial results reveal that more than 224,000 fishing licenses and permits have been sold in the first 29 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 $4.23 million in gross revenue to date.

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