RBFF reports revenue from license program

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The Recreational Boating & Fishing Foundation said Friday that its State Fishing License Marketing Program has generated more than $4.8 million in gross revenue this year, contributing to state conservation efforts.

Participating state agencies also will receive an estimated $1.1 million from the Sport Fish Restoration and Boating Trust Fund. The marketing program helps agencies send direct mail pieces to lapsed anglers, reminding them of the pleasures of fishing and encouraging them to renew their license.

Thirty-five states participated in the 2012 program, sending out 2.59 million direct mail pieces, starting in April. With results from one participating state still to be calculated, the RBFF reports that more than 236,000 licenses have been sold. This translates to an 8.39 percent average response rate from each state. According to the Direct Marketing Association, that is almost twice the U.S. average 4.4 percent response rate for print direct mail.

“We are thrilled at the millions of dollars our State Fishing License Marketing Program has helped generate for states and aquatic resource conservation,” RBFF president and CEO Frank Peterson said in a statement. “The funds generated by the program contribute directly to state fish and wildlife management, which is vital to participation and the future of the sport.”

The program has generated 1.3 million fishing license sales since it was initiated five years ago.


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