Psychology of Churn Research
Annually, the number of people dropping out of fishing and boating has been increasing at an alarming rate. The Psychology of Churn Research was completed to better understand why anglers and boaters lapse…and what we can do about it.
PSYCHOLOGY OF CHURN RESEARCH & RETENTION STRATEGIES HUB
Welcome to the Psychology of Churn hub, where you can download the research reports, one-pagers including strategies to keep/return folks to the water and ‘persona groups’ of lapsed participants who identified specific barriers to participation that might help you in your targeted outreach, the September 12, 2024 webinar overview of the research, and more. RBFF will continue to add resources to this page, including case studies and suggested content, so bookmark it for future reference.
Please direct any questions to Rachel Auslander, RBFF Director of Partnerships & Development, at rauslander@rbff.org.
Resources
Universal Strategies for Retention and Reactivation:
How to get them back on the water and keep them there
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Fresh Starts &
“Second First
Chance” Initiatives The fresh-start effect: people viewing new beginnings as a place to consciously disrupt themselves. Provide fresh opportunities and experiences, year-round.
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Goal Orientation &
Adding to Current
Routines Emphasize how higher-order goals, such as health and wellbeing, are addressed by fishing & boating and piggyback the activities onto current routines.
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Identity Expansion Present broader and more inclusive imagery of what it means to be an angler/boater.
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Community Building Provide lapsed participants with a welcoming community of anglers/boaters that provides support and can be a source of knowledge.
Lapsed Participant Personas
What else might anglers and boaters need to lure them back?
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Why Do anglers
and Boaters Lapse? Key themes that differentiate lapsed anglers and boaters from retained/active ones.
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Additional Ideas
to Get Started Now Additional ways you can do your part to reduce churn in fishing and boating.
Research
Psychology of Churn Overview (19 pages)
Psychology of Churn Full Report (121 pages)
Infographic - Learn the basics in an easy to read and downloadable infographic. Share with your partners.
Webinar presentation with recording
Webinar presentation slides
Recent Blogs
