Avid Anglers Give Back
New survey shows Anglers’ Legacy program continues its positive impact on participation and fishing industry revenue
Avid anglers are fishing’s best champions. And research shows their involvement with the Recreational Boating & Fishing Foundation’s (RBFF) Anglers’ Legacy program, which asks them to “take the pledge” and become an ambassador for the sport, means they will introduce more newcomers and make a larger economic impact on the fishing industry than non-ambassadors.
Anglers’ Legacy has enrolled more than 190,000 ambassadors
since its inception in May 2006. The third-year survey of ambassadors,
conducted in September 2009, had more than 5,500 respondents. A national sample
of avid anglers who are not part of the Anglers’ Legacy program
(non-ambassadors) were surveyed for the first time this year to help gauge the
effectiveness of the program.
“We took a new approach this year by surveying a control group to help quantify the impact of the Anglers’ Legacy program,” said RBFF President and CEO Frank Peterson. “We found that ambassadors across the board have a significantly greater impact on participation and introduce more newcomers to the sport than non-ambassadors. They also report higher fishing- and boating-related purchases which generates additional revenue for the industry and for local fish and wildlife management efforts.”
Key Survey Findings
- Ambassadors take an active role in the program.
- Nearly 90 percent have taken newcomers fishing in the past year with an average of 3.8 newcomers per ambassador; 46 percent more than non-ambassadors.
- Ambassadors take an average of 2.5 youths on introductory trips; 73 percent more than non-ambassadors.
- More than 70 percent of ambassadors have recommended that others “take the pledge.”
- Ambassadors purchase fishing licenses, contributing to conservation efforts.
- More than 90 percent purchased a fishing license for themselves or someone else within the past year (2.3 on average); non-ambassadors reported purchasing just 2.0 fishing licenses per person.
- Ambassadors generate more revenue for the industry.
- Ambassadors purchased $2,155 in boating and fishing related equipment and services annually; non-ambassadors reported annual expenditures of $1,560.
- When ambassadors introduce newcomers to the sport, they purchase an additional $168 in fishing tackle and equipment and $166 in boating supplies and accessories annually.
- Ambassadors fish frequently—many from a boat.
- More than 90 percent have fished from a boat in the past year; 82 percent of non-ambassadors went fishing from a boat in the past year.
- Nearly two-thirds of ambassadors (60 percent) own a boat.
- Boat ownership is 37 percent higher among ambassadors than non-ambassadors.
Today more than 300 program partners—such as state fish and wildlife agencies, clubs and organizations, sports media and outdoor retailers and manufacturers—promote Anglers’ Legacy. BoatU.S., Field and Stream and the International Game Fish Association, among others, pledged support for the program in 2009, creating incentives for anglers and boaters to “take the pledge.”
The online survey was conducted by an independent research firm, EurekaFacts, LLC. For an executive summary or more information, visit RBFF.org. To learn how your business or organization can join the Anglers’ Legacy movement, contact Jeff Sedor at jsedor@rbff.org or (703) 778-5158.
