December Newswaves

Table of Contents

Utilize RBFF’s First-Time Buyers Retention Email Campaign Toolkit

As a result of the learnings from RBFF and the Georgia Wildlife Resources Division’s New Angler Retention Pilot Program, a new toolkit has been released to all stakeholders. The First-Time Buyers Retention Email Campaign Toolkit will help state agencies plan and execute email retention programs with the included email communication strategies and resources that have been proven effective in retaining new anglers.

By utilizing the toolkit, state agencies can follow step-by-step directions, which include identifying first-time license buyers, utilizing and customizing the supplied email templates and distributing the email communications. This toolkit supplies state agencies with all the necessary resources to plan and implement an angler retention campaign. All that’s required of the state agencies is the staff time needed to manage the campaign.

Results of the pilot program in Georgia were positive, with:

  • 4.7% increase in the license renewal rate compared to the control group
  • An additional 1,448 licenses sold in Georgia
  • More than $18,000 in added revenue
  • Quicker license renewal times in the treatment group –
    • Average time to renew license:
      • Control group: 30.5 days
      • Treatment group: 18.8 days

To download the toolkit and implement your own angler retention campaign, head to the RBFF Resource Center.

Record Numbers Collaborate at RBFF Workshop

More than 150 individuals representing 47 states, various sponsor organizations, RBFF and partners convened in Atlanta, Georgia to discuss how these entities can work together, Charting the Course for Future Success.

To kick off the 2016 event, RBFF once again looked to world-renowned marketer, Jay Baer, Founder and President of Convince & Convert. Baer opened discussion by showcasing how effective customer service can turn disgruntled customers into strong supporters in a presentation titled “Hug Your Haters.” Jay’s presentation was engaging and full of real-world examples that attendees can implement in their own organizations.

With the heightened importance on angler and boater recruitment, retention and reactivation (R3) efforts, much of the discussion at the Workshop centered around how this relates to the goal of reaching participation of 60 million anglers in 60 months. RBFF and several state agencies presented case studies on how they have worked to effectively recruit, retain and reactivate anglers. Matt Dunfee, Programs Manager at the Wildlife Management Institute and thought leader in R3 programs gave an update on the latest developments in the Aquatic Resources Education Association and RBFF’s R3 project before facilitating a small group huddle discussion session on how state agencies can become more effective in advancing angler R3 efforts.

To bring extra accountability and importance to the state agencies’ role in reaching the 60 in 60 goal, each state was given representative state goals for license sales throughout the 60-month duration. RBFF will continue to work with all state agencies to further develop these goals and provide resources and assistance to help make these goals a reality.

For those who couldn’t make it to Atlanta, resources and presentations from the Workshop have been made available for download in the RBFF Resource Center.

Media Opportunities with RBFF

To prepare for a new year of promoting the virtues of fishing and boating, RBFF has updated its Media Kit, featuring all the ways organizations can advertise with RBFF’s Take Me FishingTM and Vamos A PescarTM assets.

Make sure you’re reaching the right market with breakdowns of audience information for both Take Me Fishing and Vamos A Pescar websites, which enjoy a total of nearly 1 million visitors per month during the peak season. Included in the Media Kit are several options for advertising on both websites and in email communications, along with sizes and pricing for each ad unit. Organizations also have the option of sponsoring an article on the Take Me Fishing blog, which would also be highlighted on the homepage.

In addition to traditional paid advertising, non-paid partnership opportunities are available, including adding your business to the Places to Fish and Boat Map. Download the 2017 Media Kit or contact Kendra Lee ( to learn more about these great opportunities.