Improving Hunter Recruitment and Retention

This article was downloaded by: [Bret R. Shaw] On: 13 October 2011, At: 19:16 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK

Human Dimensions of Wildlife Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/uhdw20

Improving Hunter Recruitment and Retention a

Elizabeth L. Ryan & Bret Shaw

a b

a

Department of Life Science Communications, University of Wisconsin, Madison, Wisconsin, USA b

Department of Life Science Communications, University of Wisconsin, Extension, Wisconsin, USA Available online: 04 Oct 2011

To cite this article: Elizabeth L. Ryan & Bret Shaw (2011): Improving Hunter Recruitment and Retention, Human Dimensions of Wildlife, 16:5, 311-317 To link to this article: http://dx.doi.org/10.1080/10871209.2011.559530

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Human Dimensions of Wildlife, 16:311–317, 2011 Copyright © Taylor & Francis Group, LLC ISSN: 1087-1209 print / 1533-158X online DOI: 10.1080/10871209.2011.559530

Improving Hunter Recruitment and Retention ELIZABETH L. RYAN 1 AND BRET SHAW1,2 1

Downloaded by [Bret R. Shaw] at 19:16 13 October 2011

Department of Life Science Communications, University of Wisconsin– Madison, Madison, Wisconsin, USA 2 Department of Life Science Communications, University of Wisconsin– Extension, Wisconsin, USA Current trends show that despite overall support for hunting, fewer Americans are participating in the activity. Traditional recruitment and retention methods in which hunting families initiate, train, and socialize their children or other family members into hunting tradition are still the primary routes to recruiting and retaining new hunters. With declining numbers of hunters, however, this approach alone will not be able to counter declining participation trends. This article describes strategies and future research directions that may help improve existing hunter recruitment and retention efforts. The article suggests that greater emphasis must be placed on the unique values and benefits of hunting as a way to attract new hunters and keep those who already hunt active in the hunting community. Supporters of hunting who best understand the culture and the contributions that hunters make to their communities are poised to be the most effective proponents of hunting. Keywords hunting, hunting culture, benefits, recruitment, retention

Introduction Hunters support habitat protection, wildlife management, and conservation education through their volunteer activities, organizations, and license purchases. Despite recent data showing that 77% of the American public approve of hunting, the United States has seen an overall decline in the number of active hunters, and fewer young people are participating in hunting (Adams, Brown, & Higginbotham, 2004; Responsive Management, 2006; Responsive Management/National Shooting Sports Foundation, 2008; Tanger & Laband, 2008). Broad social changes, such as urbanization, an aging population, and competing time commitments have contributed to this trend, resulting in decreased hunter recruitment and retention (Dizard, 2003; Duda, Bissell, & Young, 1995; Kellert, 1996; Mehmood, Zhang, & Armstrong, 2003). Traditionally, recruitment into hunting has largely occurred when White, male hunters from rural backgrounds introduce their children or other family members to the experience The authors thank Randall Stark and Todd Schaller of the Wisconsin Department of Natural Resources for their central role in conducting this study. This material is based on work supported by a grant from the Wisconsin Department of Natural Resources (Grant No. NMJ00000156). Any opinions, findings, and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the Wisconsin Department of Natural Resources. Address correspondence to Elizabeth L. Ryan, Life Sciences Communication, College of Agricultural & Life Sciences, University of Wisconsin–Madison, Hiram Smith Hall, 1545 Observatory Drive, Madison, WI 53706, USA. E-mail: [email protected]

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(Bissell, Duda, & Young, 1998). This traditional pathway has not been sufficient to avert a declining trend in hunters. State agencies and conservation organizations have begun the process of initiating and recruiting new hunters through the development of mentored hunts and workshops (D.J. Case & Associates, 2009). Anecdotal evidence, however, suggests that many of these efforts are attracting the “low hanging fruit” (i.e., those who likely would have been socialized into hunting by their families or friends anyway). As population demographics change, fewer people are likely to be initiated into hunting by their families, thereby reducing the number of individuals introduced to hunting through traditional channels. Similarly, as existing hunters age and cease participation, the community that generates the camaraderie and support for new and existing hunters to start and continue hunting will also diminish over time. As current hunters retire from the sport, there may not be new hunters to take their place. This raises the potential for a loss of unique traditions and culture associated with hunting. This loss may affect the way both land and game are managed, whether it be because a non-hunting majority will have more influence over public policy or because there will be fewer funds provided by hunting fees and licensing that support habitat protection and development, research into wildlife, and salaries for wildlife professionals. To draw new people into hunting, it is important to understand the strategies and messaging that will most effectively highlight the perceived benefits and motivations for hunting among those who are not yet initiated into the activity and those who could be effective proponents of hunting. Based on existing research, we suggest strategies that may be effective with experienced hunters who are essential to recruiting and retaining a new generation of hunters. Finally, we make recommendations for future research to test and validate the speculative recommendations contained in this review.

Mentoring Creates New Hunters Most hunting recruitment and retention research suggests that encouraging hunters to share their knowledge and advocate for their sport is likely to be an effective way to recruit and retain new hunters. Almost all lifelong hunters talk about having a role model who helped them become a hunter. Most hunters enter the sport through one of two mentored experiences: about 80% come in through hunting families at young ages and approximately 20% are introduced to hunting during their early twenties by friends or through marriage into a hunting family (Responsive Management/National Shooting Sports Foundation, 2008). Eighty-three percent of the young people introduced to hunting by their family members start before age 13 (Responsive Management/National Shooting Sports Foundation, 2008). Hunter education programs have tended to focus on providing technical skills, but the mentor/mentee relationship is vital in passing on the beliefs and qualities associated with hunting culture. A key factor in developing the necessary hunter’s identity is education that has a “focus on ‘becoming a hunter’ and not on ‘going hunting’” (Wentz & Seng, 2000, p. ii). Becoming a hunter implies that a person perceives of himself/herself as a member of a unique culture, a process that requires the support of people who already have established identities as hunters. These people can help new hunters develop a long-term commitment to, and participation in, the sport. It is essential that current hunters understand their contributions to the continuation of hunting. Without ongoing social support, the likelihood of hunter recruitment programs’ success may be inherently limited (Enck, Decker, & Brown, 2000). Current mentoring and educational programs, such as Pass it On, Youth Outdoor Skill Camps, Conservation Leaders for Tomorrow, and Becoming an Outdoors Woman

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have included the social aspects of hunting. These programs may provide the socialization necessary for the formation of a hunter identity by introducing the novice, who may lack ties to hunting through friends and family members, to experienced outdoorsmen and women. To be effective, mentoring programs likely need to be community based and the relationship between mentor and mentee needs to include multiple activities that keep the new hunter connected with the hunting community (D.J. Case & Associates, 2009). Being introduced to hunting by a family member is still the most effective way to introduce newcomers. “It is easier to recruit a person into hunting who is familiar with hunting and is part of a hunting culture than it is to recruit a person from outside of the hunting culture” (Responsive Management/National Shooting Sports Foundation, 2008, p. 44). The challenge is reaching those individuals with an interest in hunting who do not come from hunting families. Future research should examine what might motivate existing hunters to get involved in mentoring and what types of messages or strategies could attract them to provide initial and ongoing mentorship to non-hunting individuals in their communities.

Understand Motivations for Hunting among Existing and Potential Hunters Hunters have traditionally been motivated by enjoyment of outdoor recreation, being close to nature, camaraderie with friends and family, exercise, harvesting game, and developing skills (Duda et al., 1995). “Recreational activities are as much a cultural phenomenon as they are personal choice” (Adams et al., 2004, p. 1159). More emphasis is being placed on the mental and physical benefits of being outdoors, creating a prime opportunity to increase interest in hunting. Research has shown a link between being outside and stress reduction (Louv, 2005; Wells & Evans, 2003). Studies have promoted outdoor experiences as a way for children to battle obesity, Attention Deficit Disorder, and depression (Taylor, Kuo, & Sullivan, 2001). Children who participate in outdoor activities such as hunting are more likely to have pro-environmental attitudes and behaviors as adults. “When children become truly engaged with the natural world at a young age, the experience is likely to stay with them in a powerful way—shaping their subsequent environmental path” (Wells & Lekies, 2006, pp. 13–14). For some hunters “. . . the activity offers a heightened awareness and intuitive recognition of natural landscapes . . .” (Kellert, 1996, p. 71). Future research should explore whether connecting with nature may also appeal to non-hunters and provide the impetus to try the activity, especially among those who already enjoy outdoor recreation. “To the nature hunter, deep participatory involvement fosters a vivid appreciation and awareness of nature’s many details and processes” (Kellert, 1996, p. 71). Seeing game and enjoying the beauty of their surroundings is more important than the actual harvest to most hunters (Duda et al., 1995). When asked to evaluate the components of an “ideal” deer hunt, respondents listed getting outdoors, seeing deer or deer signs, and getting away/relaxing, as the most important components. Getting a shot at a deer was tied with using equipment as only the fifth most important components of a satisfactory deer hunt (Decker, Brown, & Gutierrez, 1980). Recruitment and retention efforts that keep recreational reasons such as closeness to nature may make hunting more appealing to those who are looking for an authentic outdoors experience. Even hunting for meat, a traditional motivation to hunt, has importance beyond subsistence for many hunters. After accounting for the time involved and the costs associated with hunting (e.g., gear, travel, meat processing), most commercially produced meat costs less than an equivalent amount of venison through hunting (Peterson et al., 2009). This

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suggests that the value of game meat may come from knowing that one harvested it and provided for family members.


Explore the Cultural Norms of Non-Traditional Hunters Hunting has largely been seen as a sport for White, rural males, but as the United States becomes more diverse, the development of programs that connect different ethnic groups, age groups, genders, and individuals with disabilities to hunting resources will be necessary (D.J. Case & Associates, 2009). Currently, only 4% of hunting participants are minorities (U.S. Department of the Interior, Fish and Wildlife Service, U.S. Department of Commerce, & U.S. Census Bureau, 2006). Getting minorities and other non-traditional groups involved in hunting is vital to the future of the sport. “One possible reason for low minority involvement could be that hunting is culturally irrelevant as a recreational choice. . . . The cultural traditions of some racial and ethnic groups may have never included hunting as a recreational norm in the past, and may not in the future” (Adams et al., 2004, p. 1159). Individuals within a particular group will be more likely to participate in hunting if others in their peer group participate (Schultz, Millspaugh, Zekor, & Washburn, 2003). Efforts to recruit minority participants will likely be most successful among groups that have a traditional hunting culture. The state of Wisconsin has shown success in their efforts to engage with the Hmong community, a group with a strong hunting tradition, through increased outreach efforts. The Wisconsin Department of Natural Resources (WDNR) offers Hmong-speaking representatives in their call-in centers, has stepped up training and certification of Hmong hunters through its Hunters Education Program, and facilitated new partnerships between Hmong leaders and conservation and hunting groups such as the Wisconsin Conservation Congress, Wisconsin Wildlife Federation, and the Wisconsin Outdoor Youth Expo (Wisconsin Department of Natural Resources, 2007). Additionally, WDNR staff members have made appearances on local Hmong radio talk shows and provided information in the Hmong language at Hmong community events (Wisconsin Department of Natural Resources, 2007). The biggest barriers to increasing minority participation in the outdoors are a shortage of role models, lack of education about hunting, and feeling unwelcome (Thomas, Lueck, & Farrell, 2007). While state agencies have started programs aimed at recruiting cultural and ethnic minorities into hunting, many of these programs are either in the beginning stages or have not yet been found to be successful (D.J. Case & Associates, 2009). Researchers may want to explore the effects of tailored messages featuring culturally relevant role models when developing hunting promotion campaigns targeting non-traditional hunting groups. In addition to efforts to recruit various cultural and ethnic groups, some programs have been successful in getting women involved in hunting. Women’s participation in hunting has continued to increase since the 1980s (Responsive Management, 2005). Although the percentage of the male population that hunts has decreased, the percentage of the female population that hunts has increased (Adams & Steen, 1997; Responsive Management, 2005). Women, however, often have different motivations to hunt than men. For example, women are twice as likely as men to report that they hunt for meat and two and a half times as likely to hunt in order to spend time with family and friends (Responsive Management, 2005). Future research should explore what motivations are most important and which strategies are most effective in recruiting non-traditional groups into hunting.


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Focus on Hunters’ Contributions to Conservation and the Economy The support and acceptance of the non-hunting community is critical to the future of hunting (Mehmood et al., 2003). The overall acceptance of hunting in society is quite high and highlighting hunter contributions to conservation and the economy may encourage those who simply accept hunting to become stronger supporters of hunting, if not actual hunters themselves. In 2006, America’s 12.5 million hunters contributed $66 billion to the U.S. economy (Southwick Associates, 2007). That number includes almost $25 billion in retail sales, $4 billion in state and local taxes, $5 billion in federal taxes and 593,000 jobs supported. Hunters privately donate more than $300 million each year to conservation; together with excise taxes and hunting license purchases, nearly $1.3 billion comes directly from hunters to fund the conservation and protection of wildlife (Southwick Associates, 2007). Hunters also serve as advocates for the animals they hunt, promoting wildlife management and habitat protection. “Hunting has been good for wildlife, both directly and indirectly, not because individual hunters consciously harness themselves to broad wildlife management goals, but because hunters have been effective lobbyists for the critters they love to hunt . . . the men and women who love to hunt grouse or deer or elk or whatever have been willing to pay for research and habitat enhancement . . .” (Dizard, 2003, p. 202). Hunters can also benefit their communities through their actions that directly contribute to wildlife management (Clark, 2007). For example, increasing populations of white-tailed deer have had costly environmental effects. Whitetail deer caused $250 million in residential landscaping damage and deer–vehicle collisions injure 29,000 people and kill 1.5 million deer each year (Rinella, 2007). Wildlife professionals have emphasized hunting as “the only realistic large-scale management tool currently available to control deer densities” (Ward, Stedman, Luloff, Shortle, & Finley, 2008, p.215) and indicate that it will remain the only broad-scale control mechanism available (Brown et al., 2000). Other deer control measures, such as high-wire fencing, infertility drugs, police sharpshooters, are prohibitively expensive (Rinella, 2007) or socially unacceptable (i.e., contra-gestation agents that cause the abortion of deer fetuses or trap and euthanize operations) (Brown et al., 2000). Although recruiting new hunters is difficult, creating social acceptance of hunting lays the groundwork and provides the essential first step necessary to begin the process. Nonhunters who associate with hunters often participate in hunting-related activities, such as eating game or visiting a hunting camp, and have beliefs similar to those of hunters (Enck et al., 2000). These friends and family members can provide social and cultural support to hunters, even if they do not perceive of themselves as hunters. Future research should seek to expand understanding of which benefits of hunting are most likely to resonate with both non-hunters and hunters and use these insights to improve existing recruitment and retention efforts.

Conclusion Recruitment into hunting should begin with an emphasis on the unique role that hunters play in society and an invitation to become part of a group that contributes to habitat protection, wildlife management, conservation education and values time spent in the outdoors with family and friends. While the traditional hunting initiation routes still work for some, wherein hunters introduce their family members to the sport, new strategies are needed to reach a more diverse, non-traditional population. The success of these initiatives is


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necessary not only to keep hunting traditions and culture alive, but also to ensure that land and wildlife are protected and managed effectively. Mentors are, and will remain, the key component to keeping the hunting tradition alive. It will always “take a hunter to make a hunter” (Duda et al.,1995, p. 12). Hunters need to portray themselves as members of a community that welcomes newcomers and is willing to instruct mentees in the skills, techniques, and values unique to hunting. Recruitment and retention of hunters hinges on understanding what motivates non-hunters to participate in a mentored hunting experience and what motivates existing hunters to serve in a mentoring role. Promoting hunting as an activity that encourages time outdoors, creates a deep appreciation for nature, and benefits the environment may be among the most effective ways to frame hunting in order to recruit and retain hunters. To reverse the trend of declining numbers of active hunters in the United States, researchers must become more strategic in their study of what approaches are most effective in attracting new hunters and encouraging existing hunters to stay involved and serve as mentors. Future research should seek to expand understanding of which benefits and motivations of hunting are most likely to resonate with both non-hunters and hunters and use these insights to improve existing recruitment and retention efforts. It is our hope that this review offers suggestions for new research directions that may help to increase the efficacy of hunter recruitment and retention efforts.

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