Who participates in Learn to Hunt and what it means for our future

By: Jason Kool Robert Holsman, UWSP

Outline
The Learn to Hunt Program
Program Evaluation Is the Program Effective? Key Findings Recommendations Next Steps
Photo courtesy of Mark Hirsch Photography

Background on Wisconsins Hunting Heritage

Among Wisconsin Hunters
92% hunt deer (550,000+) 22% Wild turkey 11% Migratory birds 32% Small game Pheasant117,000 Grouse 77,000 Rabbit 67,000 Squirrel 60,000

A Strong Hunting Heritage at Risk

Wisconsin ranks 4th in hunting license sales 2008 study predicts 25% decline by 2025

2001 study indicated a 0.53 replacement ratio

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

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

Species

Number of events on our record in 2010

63 14 6 5 3

Wild Turkey Pheasant Gun Deer Waterfowl Bear

Dove
Bow Deer

1
1

Total

93

Program Evaluation
Assess program effectiveness

Mixed methods
Mentor focus groups

Interviews of past participants

Surveys to 2010 participants

Participant observation

What is the goal of Learn to Hunt?

Provide a safe and

positive first time hunting

experience with a qualified mentor.

Photo courtesy of Mark Hirsch Photography

Is Learn to Hunt Effective?

2006-2007 Learn to Hunt Participants
Bought licenses the following year at a rate of 91-96%!

Is Learn to Hunt Effective?

The Learn to Hunt program is effective!
Happy photos guide belief that program is being effective
4.1 rating on 5 point scale

Effective at What?

Effective at Finding Hunters

Participants had hunted before to coming 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

Effective at Finding Hunters

Participants are coming from AVID hunting families
Number of Prior Hunting Activities
20% 18%
16% 18% 16% 13% 11% 10% 9% Spring 2010 LTH 4% 5% Fall 2010 LTH

Percent of Participants

16% 14% 12% 10%

8% 10% 10% 11% 9%

15%

8%
6%

6% 4%

5% 2%

4% 3% 3%

4% 4%

2% 0%

1%

1%

1%

10

11

12

13

Number of Activities

Effective at Finding Hunters

Program sponsors tend to recruit participants from hunter safety classes

Why?
Uneasiness with accepting uncertified participants Its convenient Havent thought about the need to broaden reach Lack ability to attract new audience

Effective at Finding Hunters

Youth from hunting backgrounds The 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

Effective as a Guided Hunt

Go to an event

Meet a stranger
Go on a morning, afternoon or weekend hunt
Hunt on private property lined up by mentor Taxi v. Drivers Ed.
Photo courtesy of Mark Hirsch Photography

Effective at Recruiting Youth

Ages of 2010 LTH Participants
60.00% 56% 50%

Percent of Participants

50.00%

40.00%

36% 29%

Spring 2010 LTH Fall 2010 LTH

30.00%

20.00%

10.00%

5% 5%

7% 3% 2% 2% 31-40 yrs 3% 1% 40+ yrs

0.00% 9-11yrs 12-15yrs 16-20 yrs 21-30yrs

Years

Other Key Findings

Im interested in hunting because
1) 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%

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 Mark Hirsch Photography

Other Findings
Males are the primary participants
2010 LTH Participants
Number of Participants
500 450 400 350 300 250 200 150 100 50 0 Male Female

Spring 2010 LTH Fall 2010 LTH

Gender

L Declining Hunters

LTH Program L

Inputs Marketing Reimbursements Gear donations Volunteers Special seasons

Outputs Outcomes Hold events 1,000+ participate ??????? Positive Continuation experiences Enjoyment Confidence Motivation

So where should we focus?

Who is the target audience?

Youth from non-hunting backgrounds True youth 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 this group

Either need to change format to longer duration Or pick a different audience

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, behavioral control Also may be raising kids

Youth
Non-white youth without familial hunters

Adults
Non-white adults with limited hunter-social network
Locavores/Foodies Have parents/ siblings hunt Who have coworkers who hunt

Without familial hunters

with non-hunting parent(s), but close hunting relative With infrequent hunting parents

With avid hunting parent (one)

Youth with avid hunting parents (both)

Who already fish

Spouses of existing hunters

Dont Forget Those Closest To You

Photo courtesy of Delta Waterfowl First Hunt Mentor Manual (pg 20)

Four recommendations:
1) Develop measurable outcomes 2) Prioritize audience segments

3) Move from guides to mentors

4) Learner-centered education

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 the activity? Is it all these things?

2) Prioritize Audience Segments

Learn to Hunt inadvertently branded as youth hunts
Participants recruitment reinforces this image Many events held in conjunction with youth seasons

2) Prioritize Audience Segments

Program logic of youth intervention fails without support
Lack income Cant drive Lack autonomy

Dont forget the adults

Photo courtesy of Mark Hirsch Photography

3) Move from Guides to Mentors

True mentoring requires extended multiple contacts True mentoring requires the building of a relationship Effective mentoring needs a long-term commitment
Research shows only way to create a hunter

Keep parents involved

4) Learner Centered Education

Understand one-shot wonders play a limited role in becoming a hunter Focus on becoming a hunter rather than going hunting Age appropriate teaching methods and activities

Photo courtesy of Mark Hirsch Photography

So Whats Next?

WI DNR 1.5 positions Sabbatical- develop a

planning process
2nd Hunting Heritage

Conference
Follow up survey of

participants in 5 years

This project is supported by the 2010 Hunting Heritage Partnership, a grant program of the National Shooting Sports Foundation, Inc.

Questions
Robert Holsman, Ph.D
UW- Stevens Point Associate Professor of Wildlife rholsman@uwsp.edu (715) 346-4546

Jason Kool
South Dakota Game, Fish and Parks Recruitment and Retention Coordinator jason.kool@state.sd.us (605) 773-8162