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RBFF continues push for lapsed anglers

The Recreational Boating & Fishing Foundation is kicking off the second year of its State Direct Mail Marketing Program, a nationwide effort designed to identify and target lapsed anglers and increase fishing-license sales.

The direct-mail initiative maintains a commitment to increase participation in fishing through license sales this year, and generate awareness of the connection to state conservation efforts.

Thirty-two states will launch programs during the coming weeks with two separate mailings, aiming to bring lapsed anglers back to the sport.

"We are thrilled to have 32 states participating in the program this year, including Vermont and Washington who are new to the campaign," RBFF president and CEO Frank Peterson said in a statement.

"We've worked closely with our state partners to learn what strategies worked for them and are taking their feedback into consideration as we move forward,” he added. “We are working to provide a successful program infrastructure that is self-sustaining and builds funds for state conservation efforts year to year."

Results from the first year of the program revealed that more than 223,000 fishing licenses and permits were sold in 29 of 30 states. Based on these results, the program is contributing to fish and wildlife management efforts with more than $4 million in gross revenue to date.

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