ALEXANDRIA, Va. – The Recreational Boating & Fishing Foundation (RBFF) today announced that its Boat Registration Marketing Program continues to get lapsed boaters back on the water. Through the 2015 program, over 44,000 boat owners were drawn to re-register their boats, leading to $1.6 million in revenue for state agencies.
“Not only does this program lead to more revenue for state agencies, further assisting with conservation efforts, it leads directly to more boaters on the water,” said RBFF President and CEO Frank Peterson. “There is no reason why this incredibly valuable and successful program should not be implemented throughout the country to help even more lapsed boaters rediscover the joys of being on the water.”
In all, twenty states participated in the fourth year of the Boat Registration Marketing Program, with more than 522,000 direct mail pieces delivered to owners of lapsed boats. The Boat Registration Marketing Program achieved a strong response rate of 8.9 percent, well above the U.S. average 4.4 percent response rate for print direct mail, according to the Direct Marketing Association.
Throughout the four-year history of the nationwide program, over 168,600 boats have been re-registered. This leads directly to $6.06 million in additional revenue for partnering states and more boaters enjoying our nation’s waterways. RBFF is seeking to expand the program to new partner states to draw even more boaters back into their boats and onto the water.
In addition to the State Marketing Programs, RBFF drives consumers to the license and registration pages on state agency websites. Last year, TakeMeFishing.org drove over 1 million referrals to state fishing license and boat registration pages and to DiscoverBoating.com for additional boating resources. So far this year, referrals to DiscoverBoating.com are up 466 percent.