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Who participates in Learn toHunt and what it means for our
future
By: Jason Kool
Robert Holsman, UWSP
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Outline
The Learn to Hunt Program
Program Evaluation
Is the Program Effective?
Key Findings
Recommendations
Next Steps
Photo courtesy of Mark HirschPhotography
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A Strong Hunting Heritage at Risk
Wisconsin ranks4th in huntinglicense sales
2008 study predicts25% decline by2025
2001 studyindicated a 0.53
replacement ratio
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What is Learn to Hunt?
A formal mentored hunting workshop Hunter Safety Certification is not
required
Free license/tag for all participant
hunters
One to One mentor / participant ratio
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What is Learn to Hunt?
Each LTH event has Minimum 4 hours of
classroom time
Firearms safety briefing
Technical hunting skills
and methods training
Species ecology and
management education
Field Hunt
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Species Number of events onour record in 2010
Wild Turkey 63
Pheasant 14
Gun Deer 6
Waterfowl 5
Bear 3
Dove 1
Bow Deer 1
Total 93
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Program Evaluation
Assess program effectiveness
Mixed methods
Mentor focus groups
Interviews of past participants
Surveys to 2010 participantsParticipant observation
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What is the goal of Learn toHunt?
Provide a safe and
positive first time huntingexperience with a
qualified mentor.
Photo courtesy of MarkHirsch Photography
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Is Learn to Hunt Effective?
2006-2007 Learn to Hunt Participants
Bought licenses the following year at arate of 91-96%!
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Is Learn to Hunt Effective?
The Learn to Hunt program iseffective!
Happy photos guide belief that
program is being effective
4.1 rating on 5 point scale
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Effective at What?
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Effective at Finding Hunters
Participants had hunted before tocoming to LTH
70% of Spring participants hunted before
LTH 40% of Fall participants hunted before LTH
78% of Spring LTH Participant Dads
hunt
83% of Fall LTH Participant Dads hunt
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Effective at Finding Hunters
Program sponsors tend to recruitparticipants from hunter safety classes
Why?
Uneasiness with accepting uncertifiedparticipants
Its convenient
Havent thought about the need tobroaden reach
Lack ability to attract new audience
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Effective at Finding Hunters
Youth from hunting backgroundsThe
Choir Already get exposure
Probably have family support
Likely come from rural areas (cultural supported)
May be at-risk of non-initiation anyway
Parental desertion or churn
Changing view of parents role (others teach your
kids)
May not want to forego own opportunity to invest
Provide experience that they cant
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Effective as a Guided Hunt
Go to an event Meet a stranger
Go on a morning,afternoon orweekend hunt
Hunt on privateproperty lined upby mentor
Taxi v. Drivers Ed.Photo courtesy of Mark HirschPhotography
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Other Key Findings
Im interested in hunting because1) I want to spend time outside- 86%
2) I want to spend time with family- 85%
3) I want to use different types of equipment- 85%
4) I think I could be good at it- 83%
5) I want to learn more about wildlife- 80%
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Other Key Findings
Technology use 49% have a Facebook profile
68% use YouTube to watch videos
Unsure about joining online friends group
31% Yes
39% Unsure 29% No
Photo courtesy of MarkHirsch Photography
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LDeclining Hunters
LLTH Program
Inputs
Marketing
Reimbursements
Gear donations
Volunteers
Special seasons
Outputs
Hold events
1,000+ participate
Positiveexperiences
EnjoymentConfidence
Motivation
Outcomes
???????
Continuation
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So where should we focus?
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Who is the target audience?
Youth from non-hunting backgroundsTrueyouth novices
What happens to them after event?
No money
Cant drive
Lack behavioral autonomy to make own decisions
Apprenticeship far from completed
Limited duration programs should not target thisgroup
Either need to change format to longer duration
Or pick a different audience
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Who is the target audience?
Adults from non-hunting backgrounds Cuts against the grain of tradition
Hunters come from hunting families
Less common to acquire hobbies in adulthood
May be harder to find participants
Have money, can drive, behavioralcontrol
Also may be raising kids
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Youth Adults
Youth with avidhunting parents(both)
With avid huntingparent (one)
with non-huntingparent(s), but closehunting relative
Without familialhunters
Non-white youthwithout familial
hunters
Spouses ofexistinghunters
Have parents/siblings hunt
Who have co-workers who hunt
Who already fish
Locavores/Foodies
With infrequenthunting parents
Non-white adults withlimited hunter-socialnetwork
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Dont Forget Those Closest To You
Photo courtesy of Delta Waterfowl
First Hunt Mentor Manual (pg 20)
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Four recommendations:
1) Develop measurable outcomes
2) Prioritize audience segments3) Move from guides to mentors
4) Learner-centered education
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1) Develop Measurable Outcomes
Is it to increase license sales? Is it to provide exposure to hunting?
Is it to bring in a new non-traditional
audience?
Is it to retain the base we have in theactivity?
Is it all these things?
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2) Prioritize Audience Segments
Learn to Hunt inadvertentlybranded as youth hunts
Participants recruitment reinforcesthis image
Many events held in conjunction withyouth seasons
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This project is supported by the 2010 Hunting HeritagePartnership, a grant program of the National Shooting
Sports Foundation, Inc.
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Questions
Robert Holsman, Ph.D UW- Stevens Point
Associate Professor of Wildlife
[email protected] (715) 346-4546
Jason Kool South Dakota Game, Fish and Parks
Recruitment and Retention Coordinator
(605) 773 8162
mailto:[email protected]:[email protected]:[email protected]:[email protected]
