RBFF outreach program targets lapsed boaters

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The Recreational Boating & Fishing Foundation is sending mailers to lapsed boaters and anglers nationwide in an effort to lure them back to the water.

The RBFF said it has distributed more than 3 million direct mail pieces urging those who once enjoyed fishing and boating, but no longer participate, to renew their license and/or register their boat.

The State Fishing License Marketing Program, now in its fifth year, includes outreach to lapsed anglers in 35 participating states through direct mail to those who have not renewed their license for at least one season.

Many states are supplementing the program with email outreach, social media and other marketing strategies. In addition, the majority are also including information about a rebate offer from Shakespeare, which gives anglers who purchase $40 worth of equipment and a 2012 fishing license, an opportunity to get $10 back.

The Boat Registration Marketing Program, launching its first year, includes outreach to lapsed boaters in 15 participating states.

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