The Recreational Boating and Fishing Foundation (RBFF), New Hampshire Fish and Game Department (NHFGD), and the Center for the Environment have partnered on a project to conduct research to assist the New Hampshire angler program in more effectively reaching fishing participants to encourage license sales to promote conservation. This project, entitled, “Using Community Based Social Marketing to Improve Angler Retention in New Hampshire,” involves a focused assessment of the New Hampshire angler population to identify perceived barriers to and attitudes about purchasing a license. This work will contribute to an understanding of the specific dynamics of fishing license purchasing and perceptions of NHFGD conservation efforts in New Hampshire.
Graduate student Matt Bartley and his advisor, PSU faculty member Dr. Brian Eisenhauer, will use Community Based Social Marketing (CBSM) to guide the outcomes of their work. Their research involves a mixed methods approach; they will be using key informant interviews, focus groups, and a random sample survey along with analysis of RBFF’s data on national motivations for and barriers to anglers purchasing fishing licenses. The project will help NHFGD and RBFF develop more effective marketing programs for angler recruitment and retention. The project is supported by $15,000 grants from both RBFF and NHFGD. For more information, visit the project webpage.