A deep connection to nature and a dedicated commitment to conservation efforts are cornerstones that bind us together as a fishing and boating community. And recent research shows that we have made marked progress in our goal to broaden awareness of the conservation efforts resulting from fishing participation.
Conservation is at the core of the Recreational Boating & Fishing Foundation’s mission. Everything that the RBFF and our stakeholders accomplish together benefits aquatic conservation throughout the country. Revenues from fishing-license sales, boat registrations, and excise taxes on fishing-gear and boat-fuel sales directly support marine resource conservation projects nationwide.
Because of this revenue stream, the more people who fish and boat, the greater the financial support for conservation efforts in each state. This involves everything from fisheries management to the construction of boat ramps. The RBFF and our stakeholders help generate millions of dollars each year for conservation projects by promoting the joys of fishing and boating, attracting millions of Americans to fish and boat.
However, the RBFF’s key role in conservation goes well beyond all that. For example, every photo from our library serves as a model of safe, conservation-wise fishing and boating practices. These photos are available for use by the entire industry, and are used in emails, newsletters, videos, national television ads, our website and social media channels. Every fishing and boating instructional step teaches newcomers, and reminds avid anglers and boaters how and why to apply ethical rules and manners in angling and boating.
The conservation study conducted this year by the RBFF and the global marketing research agency Savanta showed that anglers are increasingly aware of the connection between licensing dollars and conservation, and about their personal support for conservation and healthy waterways. Conducted as an online survey of 1,500 anglers in February and March, the study found that anglers’ awareness remains strong about the fact that funds generated from fishing licenses go toward conservation. In fact, it exceeds previous levels. Four out of five anglers are making the connection that licensing fees lead to successful wildlife conservation and preservation efforts.
Moreover, the study also finds that successful messaging and education continue to be consistently strong and contribute to conservation awareness rising above levels seen in 2019. These results cap a sweeping, three-year report that identifies steady growth alongside new opportunities for improved conservation education among new and avid anglers and boaters.
The results show that our consistent efforts to improve education around the ties between licensing and conservation have been effective. We learned that nearly 75% of “active social families” (urban multicultural and young families with kids) are aware of the need to purchase a license to fish. This is a critical demographic for the RBFF and our industry to build engagement with future boaters and anglers.
Another point the study confirmed is that messaging should continue to focus on “it’s the right thing to do” to reinforce the licensing requirement, as well as its conservation benefits. Emphasizing this link will significantly build momentum in the current and next generation of anglers and boaters.
Although conservation may not stand out as a driver of fishing, it consistently shows up as a passion among anglers. The study found that 92% of anglers agree they want to help protect and preserve waterways, and 91% care about healthy fish populations and public access to fishing opportunities. We also found that 90% of anglers like the fact that all of their licensing fees go toward conservation. This means that while the reasons for fishing are multifaceted, with a significant focus on enjoying time spent outdoors and spending time with family and friends, “active social families” exhibit an increased likelihood to go fishing after learning the connection between licensing and conservation.
Also, this data reinforces what we already know: that conservation communications should be focused on online articles and social media platforms. These channels are already a focus of the RBFF’s integrated marketing and communications consumer campaign. Online articles represent a preferred source of information among most current anglers, while social media, including Instagram, is particularly relevant among “active social families.” Among the conservation-educational content produced so far, what resonates most is earned online articles (not paid ads) followed by documentaries, pictures and short video clips.
These results represent a moment that’s part of the momentum the RBFF has been building for many years. We remain steadfastly committed to protecting and restoring the nation’s aquatic natural resources by increasing fishing and boating participation. Our national consumer marketing campaign leads in growing participation through strategically targeted and powerful advertising, PR, social media and digital content. Our brand, Take Me Fishing, is at a four-year high for recognition and drove “intent to fish” or “intent to fish from a boat” to incredibly high levels of awareness and potential participation.
We are also preparing to celebrate a decade of conservation-focused education and engagement with the George H.W. Bush Vamos A Pescar Education Fund. Launched in 2014 with a donation provided by industry leaders and Bass Pro Shops founder and CEO Johnny Morris, the Vamos A Pescar education fund propels fishing and boating experiences, and conservation education, for Hispanic families across the country through a grantee program managed by nationwide state agencies.
The RBFF’s consumer outreach also targets demographics crucial to the future of fishing and boating: women, youth, Hispanic and African-American communities. We are already starting to bring in more diverse anglers and spread awareness of these conservation efforts. At the same time, the RBFF’s industry, state and federal stakeholders are combining their strengths to focus on retaining and reactivating participants. Innovative initiatives that bring together multiple stakeholder segments, augmented by research, grants, training, tool kits, events and more, work to support the continued participation gains.
Looking ahead, the RBFF will utilize data from this study to inform efforts to increase continued fishing and boating participation nationwide. I congratulate our industry on a job well done as we embark on the work ahead to keep up the momentum. For complete survey results, visit takemefishing.org/corporate.
Dave Chanda is president and CEO of the Recreational Boating & Fishing Foundation.
This article was originally published in the October 2023 issue.
