A hunter is hunting with a god in a field

Recruitment, Retention, and Reactivation (R3)


"Invest in the Future of Conservation!"

All across the nation, Fish and Wildlife agencies, industry leaders and non-government organizations are collaborating in a national recruitment, retention and reactivation (R3) effort to increase participation in hunting, fishing, trapping, boating, recreational shooting and other wildlife-related activities.


The Purpose

Participation in outdoor recreation activities, like hunting and fishing, continues to be on the decline both nationally and in Kentucky. License sales produced through these types of outdoor activities sustain the conservation efforts towards all wildlife species and their habitats. Kentucky has created the R3 strategic plan to help guide the agency’s and partners’ efforts to stabilize or reverse trends through adaptive and scientific management.

Four committees were formed by participating partners from 35 different non-government organizations, government agencies, and outdoor industry representatives. Join one of KY R3 Committees to be a part of the solution:

  • Marketing, Outreach and Public Acceptance
  • Mentor, Coach, and Instructor Development
  • Hunting, Fishing, Boating and Shooting Access
  • Program Design and Evaluation

Contact R3 Coordinator: Rachel Crume (rachel.crume@ky.gov) to g​et involved.

The Outdoor Recreation Model (ORAM)

The Outdoor Recreation Adoption Model (ORAM) illustrates, in a linear fashion, the steps an individual moves through as they learn about, try and then adopt a new activity or behavior and can be used to understand the difference between recruitment, retention and reactivation. By understanding the ORAM and the processes critical to an individual’s adoption of an activity, R3 program managers and organizations can build strategies that effectively engage individuals in outdoor recreation and increase the reach and impact of their R3 efforts.

To learn more about the Outdoor Recreation Model: watch this video:


Become an R3 Partner

To become a partner or if you have questions about R3 in KY:

Contact KY R3 Coordinator:
Rachel Crume
#1 Sportsman’s Lane
Frankfort, KY 40601
Cell phone: 502-892-4404

Open Your Land to New Hunters!

Field to Fork Mentored Hunt Coordinator:
Rachel Crume (rachel.crume@ky.gov)​

Become a Mentor Or Volunteer?

Events Calendar

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Current Partners


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Strategic Plan


Contact KY R3 Coordinator:

Rachel Crume
#1 Sportsman’s Lane
Frankfort, KY 40601
Phone: 502-892-4404

National R3 Symposium

For more information on the 2022 National R3 Symposium click here.

Past Events and Resources

Mapping R3 Efforts