Recruiters Understand Participants and Their Motivations

photo 1_1.JPGMotivations, in its simplest definition, are the reasons that determine behavior. They are the driving forces behind a person’s action.

Taking the time necessary to make sure your program goals and objectives (create long-term hunting and fishing participants) match the motivations of its participants (obtaining high quality food) is critical for its success.

Motivations also help form expectations, or a mental picture of what will happen in the future. People select activities, especially with their leisure time, that they have high expectations will satisfy their motivations. When their expectations – and their motivations – are satisfied, they are likely to continue that activity.

Planning, marketing and delivering a program that meets or exceeds the participant’s expectations and motivations will ensure its success, and make future marketing efforts much easier.

The following sections provide a brief overview of the motivations of potential program participants.



The National Hunting & Shooting Action Plan - Second Content Draft (4/1/2016)

Participation in hunting and, until recently, the shooting sports has been steadily declining since the
1980s. The decline in these activities, which sustain a multi-billion-dollar industry and provide
the primary financial support for state-level wildlife conservation in the U.S., poses an everincreasing
threat to wildlife conservation. Early in the 20th century, sportsmen and -women, as well as
conservation leaders recognized the critical need for a significant and sustainable source of funding for
wildlife management.

A Snapshot of the U.S. Angler Population by Region

Ask a member of the sportfishing community in what region of the country anglers are most avid and you might expect the answer to be the Southeast, given well-known fishing meccas like the Florida Keys, or possibly the West, with California being such a hotspot for fishing. Indeed, Florida and California are consistently among the most popular sportfishing states. But this goes to show how relying on overall participation numbers can be misleading if that’s the main statistic driving strategies to grow the sport.

Outdoor Participation Report 2014

Outdoor recreation is part of the fabric of America. Every day, Americans take part in a vast array of outdoor opportunities — from pedaling along an urban trail to trekking through the backcountry of one of America’s National Parks to casting a line into a local stream. Indeed, research once again points to America’s strong, steady outdoor participation.

Keys to Recruitment and Retention

Now more than ever, people in this country are living in an increasingly urbanized, technologically-infused and indoor-focused environment. As such, it may not come as a surprise to know the findings from a recent study suggest many recruitment and retention programs are more effective at retaining those already initiated into hunting, shooting and fishing than they are at recruiting true newcomers to these activities.

Exploring Recent Increases in Hunting and Fishing Participation

Recreational hunting and fishing license sales produce valuable funding each year for fish and wildlife conservation and habitat restoration, while hunter and angler expenditures generate billions of dollars annually for the national economy and support millions of jobs. These facts suggest that the continued growth of hunting and fishing participation is critical to the nation.

Creating Opportunities - Best Practices Hunting Workbook

Every successful company is constantly looking for opportunities to create new customers or to provide new services and products to existing customers. In the past, the shooting and wildlife recreation community has had either stable or growing participation without having to compete for new participants. However, as the Introduction points out, those days are history.