DNR Postcards

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DNR, RBFF postcard campaign promotes fishing’s benefits to 90,000 Minnesotans

Nearly 90,000 Minnesotans will receive a postcard this spring that encourages them to continue to enjoy Minnesota’s outdoors by going fishing.

The mailing is a joint effort of the Minnesota Department of Natural Resources’ (DNR) and the Recreational Boating and Fishing Foundation (RBFF).

“We are reminding folks that purchasing a fishing license is an inexpensive way to stock up on a lifetime of memories,” said Jenifer Matthees, DNR MinnAqua program coordinator and project leader. “We estimate that 28 percent of Minnesotans buy a fishing license, but we’d like that number to be higher, particularly among families with children.”

This year’s marketing effort is the third year of a nationwide campaign to encourage people with lapsed fishing licenses to buy new ones. More than 30 states are participating in the campaign, which is organized by the RBFF based in Alexandria, Va. The organization works to build participation in recreational angling and boating, which increases public awareness and appreciation of the need to protect, conserve and restore aquatic natural resources.

Two sets of postcards were mailed April 17. The first set targeted 70,000 lapsed anglers, people without a current fishing license but who had purchased one prior to 2008. A second set, sent as part of a new pilot project, targeted 20,000 current license holders with reminders to purchase a 2009 license.

A second mailing is scheduled May 29 to people in both groups who have not yet purchased a 2009 license.

“People who renew their fishing licenses before they expire or shortly after are more likely to remain active anglers,” Matthees said. “Our goal with this multi-year project is to recruit back anglers and retain existing ones.”

The DNR will nearly double the number of postcards mailed this year by utilizing more cost-efficient postage rates. The $74,000 project is funded through a 50-50 cost-sharing agreement between the DNR and RBFF.

“The first two years of the project have shown positive results,” Matthees said. “The renewal rate has increased each year. With the pilot project targeting recently active anglers, we’re hoping for an increase this year, too.”

Minnesota, with 1.4 million anglers who create $2.8 billion in statewide economic activity, ranks fourth among states with the highest number of anglers, according to the USFWS National Survey of Fishing, Hunting and Wildlife-Associated Recreation. The top three states are Florida, Texas and California. Wisconsin is fifth.

As a percentage of population among those states, Minnesota boasts the largest rate of resident anglers at 28 percent and is tied nationally with Alaska for the largest participation of resident anglers.

Additional information about the postcard campaign, fishing in Minnesota and RBFF is available online.

High resolution image of the front of the postcard is available online.

High resolution image of the back of postcard is available online.