Thursday, August 2, 2018

Making Anglers Out of Boaters with the Georgia DNR

Knowing that fishing is the number one activity done from a boat, the Georgia Department of Natural Resources saw an opportunity to recruit and reactivate its boaters and turn them into anglers. The program utilized the DNR’s database of anglers and boaters to create a list of registered boaters without active fishing licenses. In all, nearly 70,000 boaters with valid email addresses were sent an email encouraging them to purchase a fishing license:

Through targeted emails, the Georgia DNR was able to sell 1,860 licenses and generate $42,697 in total revenue when Sportfish Restoration Fund dollars and sales of related licenses and certifications as a result of this email were taken into account. The DNR was able to execute the entire campaign with resources that were already available to them and is planning on two subsequent emails to this group later this year. Learn more about the program here.