Why Anglers Quit and How Can We Improve Retention

Churn rates, or the percentage of anglers not renewing their licenses the next year, have averaged just under 50% for the past 10 years, according to the grant-funded license dashboard. The pandemic did not notably reduce churn rates, meaning we lose nearly half our anglers each year, with replacements coming from new anglers and those returning from previous years. Reducing this drop-out rate will significantly increase license sales and excise tax revenues. Though states and NGOs continually encourage license renewals, the most recent insights regarding why anglers quit, the activities out-competing fishing, and how to keep them engaged or bring them back are 13 years old (ASA’s SFR-funded On the Fence About Fishing: A Study of Why Anglers Do and Don’t Fish and What Will Get Them on the Water. 2012, based on 2010 license sales). Given the social and participation changes since then, current marketing efforts may be off track. This project will use state license sales data and top-level data security and analytical procedures to identify and focus on anglers who bought in 2022 but dropped out in 2023. We will survey them to learn why they fished, what they liked and disliked, which recreational activities they engage in instead of fishing, the reasons why these activities are preferred, the problems encountered when fishing and possible solutions, the need for mentoring support, optimal message/imagery/support tactics we can field to win them back, and more. Results will be shared widely with all states, fishing NGOs, and industry, working in close cooperation with RBFF and state R3 professionals. The results will allow the R3 community, including sportfishing businesses, states, and NGOs, to increase the effectiveness of their license renewal and marketing efforts.