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

futurefuture

By: Jason KoolBy: Jason Kool

Robert Holsman, UWSPRobert Holsman, UWSP

OutlineOutline

• The Learn to Hunt ProgramThe Learn to Hunt Program

• Program EvaluationProgram Evaluation

• Is the Program Effective? Is the Program Effective?

• Key FindingsKey Findings

• RecommendationsRecommendations

• Next StepsNext Steps

Photo courtesy of Mark Hirsch Photography

Background on Wisconsin’s Hunting Heritage

• Among Wisconsin Hunters…– 92% hunt deer (550,000+)– 22% Wild turkey – 11% Migratory birds– 32% Small game

• Pheasant—117,000• Grouse – 77,000• Rabbit 67,000• Squirrel 60,000

A Strong Hunting Heritage at RiskA Strong Hunting Heritage at Risk

• Wisconsin ranks 4Wisconsin ranks 4thth in hunting license in hunting license salessales

• 2008 study predicts 2008 study predicts 25% decline by 25% decline by 2025 2025

• 2001 study 2001 study indicated a 0.53 indicated a 0.53 replacement ratioreplacement ratio

What is Learn to Hunt?What is Learn to Hunt?

• A formal mentored hunting workshop…A formal mentored hunting workshop…

– Hunter Safety Certification is not Hunter Safety Certification is not requiredrequired

– Free license/tag for all participant Free license/tag for all participant huntershunters

– One to One mentor / participant ratioOne to One mentor / participant ratio

What is Learn to Hunt?What is Learn to Hunt?

• Each LTH event has…Each LTH event has…

– Minimum 4 hours of Minimum 4 hours of

classroom timeclassroom time

• Firearms safety briefingFirearms safety briefing

• Technical hunting skills Technical hunting skills

and methods trainingand methods training

• Species ecology and Species ecology and

management educationmanagement education

– Field HuntField Hunt

SpeciesSpecies Number of events on Number of events on our record in 2010our record in 2010

Wild TurkeyWild Turkey 6363

PheasantPheasant 1414

Gun DeerGun Deer 66

WaterfowlWaterfowl 55

BearBear 33

DoveDove 11

Bow DeerBow Deer 11

TotalTotal 9393

Program EvaluationProgram Evaluation

• Assess program “effectiveness”Assess program “effectiveness”

• Mixed methodsMixed methods

–Mentor focus groupsMentor focus groups

– Interviews of past participants Interviews of past participants

–Surveys to 2010 participantsSurveys to 2010 participants

–Participant observationParticipant observation

What is the goal of Learn to What is the goal of Learn to Hunt?Hunt?

““Provide a safe and Provide a safe and

positive first time hunting positive first time hunting

experience with a experience with a

qualified mentor.”qualified mentor.”

Photo courtesy of Mark Hirsch Photography

Is Learn to Hunt “Effective”?Is Learn to Hunt “Effective”?

• 2006-2007 Learn to Hunt Participants2006-2007 Learn to Hunt Participants

– Bought licenses the following year at a Bought licenses the following year at a rate of 91-96%!rate of 91-96%!

Is Learn to Hunt “Effective?”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 What?

Effective at Finding HuntersEffective at Finding Hunters

• Participants had hunted before to Participants had hunted before to coming to LTHcoming to LTH

– 70% of Spring participants hunted before 70% of Spring participants hunted before LTHLTH

– 40% of Fall participants hunted before LTH40% of Fall participants hunted before LTH

• 78% of Spring LTH Participant Dad’s 78% of Spring LTH Participant Dad’s hunthunt

• 83% of Fall LTH Participant Dad’s hunt83% of Fall LTH Participant Dad’s hunt

Effective at Finding HuntersEffective at Finding Hunters

• Participants are coming from AVID Participants are coming from AVID hunting familieshunting families

Number of Prior Hunting Activities

1%

3%

4%

6%

8%

10%10%

16%

18%

1%

5%4%

11%

15%

13%

11%

9%

2%

1%

16%

9%10%

5%4%4%

3%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

1 2 3 4 5 6 7 8 9 10 11 12 13

Number of Activities

Per

cen

t o

f P

arti

cip

ants

Spring2010 LTH

Fall 2010LTH

Effective at Finding HuntersEffective at Finding Hunters• Program sponsors tend to recruit Program sponsors tend to recruit

participants from hunter safety classesparticipants from hunter safety classes

• Why?Why?

– Uneasiness with accepting uncertified Uneasiness with accepting uncertified participantsparticipants

– It’s convenientIt’s convenient

– Haven’t thought about the need to Haven’t thought about the need to broaden reachbroaden reach

– Lack ability to attract new audienceLack ability to attract new audience

Effective at Finding HuntersEffective 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 parent’s role (others teach your kids)

• May not want to forego own opportunity to invest

• Provide experience that they can’t

Effective as a “Guided Hunt”Effective as a “Guided Hunt”

• Go to an eventGo to an event

• Meet a strangerMeet a stranger

• Go on a morning, Go on a morning, afternoon or afternoon or weekend huntweekend hunt

– Hunt on private Hunt on private property lined up property lined up by “mentor”by “mentor”

– Taxi v. Drivers Ed.Taxi v. Drivers Ed.Photo courtesy of Mark Hirsch Photography

Effective at Recruiting YouthEffective at Recruiting Youth

Ages of 2010 LTH Participants

36%

50%

5%3% 2% 3%

5%7%

2% 1%

56%

29%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

9-11yrs 12-15yrs 16-20 yrs 21-30yrs 31-40 yrs 40+ yrs

Years

Pe

rce

nt

of

Pa

rtic

ipa

nts

Spring 2010LTH

Fall 2010LTH

Other Key FindingsOther Key Findings• I’m interested in hunting because…I’m interested in hunting because…

1) I want to spend time outside- 86% 1) I want to spend time outside- 86%

2) I want to spend time with family- 85%2) I want to spend time with family- 85%

3) I want to use different types of equipment- 85%3) I want to use different types of equipment- 85%

4) I think I could be good at it- 83%4) I think I could be good at it- 83%

5) I want to learn more about wildlife- 80%5) I want to learn more about wildlife- 80%

Other Key FindingsOther Key Findings

• Technology useTechnology use

– 49% have a Facebook profile49% have a Facebook profile

– 68% use YouTube to watch videos68% use YouTube to watch videos

• Unsure about joining online “friends” groupUnsure about joining online “friends” group

– 31% Yes31% Yes

– 39% Unsure39% Unsure

– 29% No29% No

Photo courtesy of Mark Hirsch Photography

Other FindingsOther Findings

• Males are the primary participantsMales are the primary participants

2010 LTH Participants

050

100150200

250300

350400450500

Male Female

Gender

Nu

mb

er o

f P

arti

cip

ants Spring

2010LTH

Fall2010LTH

LDeclining Hunters

LLTH Program

Inputs•Marketing•Reimbursements•Gear donations•Volunteers•Special seasons

Outputs•Hold events•1,000+ participate•Positive experiences

Enjoyment

Confidence

Motivation

Outcomes

•???????

•Continuation

So where should we focus?

Who is the target audience?

• Youth from non-hunting backgrounds– “True Youth from non-hunting backgrounds– “True youth novices”youth novices”– What happens to them after event?What happens to them after event?

• No moneyNo money

• Can’t driveCan’t drive

• Lack behavioral autonomy to make own decisionsLack behavioral autonomy to make own decisions

• Apprenticeship far from completedApprenticeship far from completed

– Limited duration programs should not target this Limited duration programs should not target this groupgroup

• Either need to change format to longer durationEither need to change format to longer duration

• Or pick a different audienceOr pick a different audience

Who is the target audience?Who is the target audience?

• Adults from non-hunting backgroundsAdults from non-hunting backgrounds

– Cuts against the grain of traditionCuts against the grain of tradition

• ““Hunters come from hunting families”Hunters come from hunting families”

• Less common to acquire hobbies in adulthoodLess common to acquire hobbies in adulthood

– May be harder to find participantsMay be harder to find participants

• Have money, can drive, behavioral Have money, can drive, behavioral controlcontrol

• Also may be raising kids Also may be raising kids

Youth AdultsYouth Adults

Youth with avid hunting parents (both)

With avid hunting parent (one)

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

Without familial hunters

Non-white youth without familial hunters

Spouses of existing hunters

Have parents/ siblings hunt

Who have co-workers who hunt

Who already fish

Locavores/Foodies

With infrequent hunting parents

Non-white adults with limited hunter-social network

Don’t Forget Those Closest To YouDon’t Forget Those Closest To You

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

Four recommendations:Four recommendations:

1)1) Develop measurable outcomesDevelop measurable outcomes

2)2) Prioritize audience segmentsPrioritize audience segments

3)3) Move from guides to mentorsMove from guides to mentors

4)4) Learner-centered educationLearner-centered education

1) Develop Measurable Outcomes1) Develop Measurable Outcomes

• Is it to increase license sales?Is it to increase license sales?

• Is it to provide exposure to hunting?Is it to provide exposure to hunting?

• Is it to bring in a new non-traditional Is it to bring in a new non-traditional audience?audience?

• Is it to retain the base we have in the Is it to retain the base we have in the activity? activity?

• Is it all these things?Is it all these things?

2) Prioritize Audience Segments2) Prioritize Audience Segments

• Learn to Hunt inadvertently Learn to Hunt inadvertently branded as “youth hunts”branded as “youth hunts”

– Participants recruitment reinforces Participants recruitment reinforces this imagethis image

– Many events held in conjunction with Many events held in conjunction with youth seasonsyouth seasons

2) Prioritize Audience Segments2) Prioritize Audience Segments

• Program logic of youth Program logic of youth intervention fails without supportintervention fails without support– Lack incomeLack income

– Can’t driveCan’t drive

– Lack autonomyLack autonomy

• Don’t forget the adultsDon’t forget the adultsPhoto courtesy of Mark Hirsch Photography

3) Move from “Guides” to “Mentors”3) Move from “Guides” to “Mentors”

• True mentoring requires extended True mentoring requires extended multiple contactsmultiple contacts

• True mentoring requires the building of True mentoring requires the building of a relationshipa relationship

• Effective mentoring needs a long-term Effective mentoring needs a long-term commitment commitment

– Research shows only way to “create a Research shows only way to “create a hunter”hunter”

• Keep parents involvedKeep parents involved

4) Learner Centered Education4) Learner Centered Education

• Understand “one-shot” wonders play a limited role in “becoming a hunter”

• Focus on “becoming a hunter” rather Focus on “becoming a hunter” rather than “going hunting”than “going hunting”

• Age appropriate teaching methods and Age appropriate teaching methods and activitiesactivities

So What’s Next?So What’s Next?

WI DNR 1.5 positionsWI DNR 1.5 positions

Sabbatical- develop a Sabbatical- develop a planning processplanning process

22ndnd Hunting Heritage Hunting Heritage ConferenceConference

Follow up survey of Follow up survey of participants in 5 yearsparticipants in 5 years

Photo courtesy of Mark Hirsch Photography

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

Sports Foundation, Inc.Sports Foundation, Inc.

QuestionsQuestions

• Robert Holsman, Ph.DRobert Holsman, Ph.D– UW- Stevens PointUW- Stevens Point– Associate Professor of WildlifeAssociate Professor of Wildlife– rholsman@uwsp.edurholsman@uwsp.edu– (715) 346-4546(715) 346-4546

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