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Cyclops Marine 2023 November - LEADERBOARD

RBFF's decade-long program gets 500,000 boats back on the water

by Recreational Boating & Fishing Foundation 21 Oct 2022 08:19 PDT
Recipients will bring educational fishing and boating experiences to Hispanic families © RBFF

The Recreational Boating & Fishing Foundation (RBFF) has concluded its 2022 Boat Registration Reactivation Program having mailed over 414,000 letters to lapsed boat registrants and averaging a record 11.4% response rate across 14 states.

Since the program began in 2012, RBFF has helped get more than half a million boats re-registered across the country, grossing nearly $19 million dollars for participating state agencies.

"Retaining and reactivating boaters is essential for the continued growth of boating participation in our country," said Dave Chanda, President & CEO of RBFF. "This program helps keep Americans on the water and provides critical funding to support the conservation efforts of state fishing and wildlife agencies."

RBFF expanded this year's program to include not only direct mail templates, but also email reminders and Facebook ads. The letters were redesigned to incorporate QR codes which averaged a goal conversion rate of 70.6%. Using these assets, fourteen state agencies were able to gross over $2.2 million as 57,363 boats were re-registered.

"The Boat Registration Reactivation Program has been an exceptional outreach tool for [our agency] to encourage our constituents to get back on the water," said Brian Daniels, Customer Support Services Manager at the NC Wildlife Resources Commission. "RBFF and their dedicated staff have found a successful formula for creating excitement and interest in recreational boating and fishing."

States from all regions of the country participated, including: Alaska, Arizona, Florida, Iowa, Kansas, Louisiana, Maryland, Mississippi, North Carolina, Nevada, Ohio, Pennsylvania, South Carolina, Texas and Virginia.

An additional participant, the Tennessee Wildlife Resources Agency, had previously participated in the program and were able to implement it again on its own.

Since 2012, the program has mailed over 5.6 million letters resulting in 508,432 registrations and $18,903,334.05 in gross program registration fees for states.

To learn more about the program, please contact Joanne Martonik, Senior State Marketing Manager at RBFF.

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