The Recreational Boating and Fishing Foundation announced that its state marketing programs continue to positively affect state fishing license sales and boat registrations.
Forty states participated in the 2013 Fishing License Marketing Program, now in its sixth year, sending out 2.71 million direct mail pieces. Results reveal that 229,310 licenses were sold and more than $4.6 million was generated in gross program revenue.
Nineteen states participated in the second year of the Boat Registration Marketing Program, sending out more than 588,000 direct mail pieces.
Through the program, 48,011 boat owners were drawn to reregister their boats, leading to nearly $1.7 million in gross program revenue.
The fishing and boating programs achieved strong response rates of 7.34 and 9.52 percent, respectively, well above the U.S. average response rate of 4.4 percent for print direct mail, according to the Direct Marketing Association.
Participating state agencies also are expected to benefit from an additional $1.3 million for both programs from the Sport Fish Restoration and Boating Trust Fund, in addition to the revenue gained through partnering with RBFF on the programs.
“We are pleased that both programs continue to see positive results,” says RBFF president and CEO Frank Peterson. “These programs help us meet our mission to increase participation in fishing and boating and help fund critical state conservation efforts, ensuring our aquatic resources can be enjoyed for years to come.”
