Preferences for different flagship types in fundraising for nature conservation

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Lundberg , P , Veríssimo , D , Vainio , A & Arponen , A 2020 , ' Preferences for different flagship types in fundraising for nature conservation ' , Biological Conservation , vol. 250 , 108738 .

Title: Preferences for different flagship types in fundraising for nature conservation
Author: Lundberg, Piia; Veríssimo, Diogo; Vainio, Annukka; Arponen, Anni
Contributor organization: Finnish Museum of Natural History
Ecosystems and Environment Research Programme
Helsinki Institute of Sustainability Science (HELSUS)
Department of Forest Sciences
Forest Economics, Business and Society
Date: 2020-10
Language: eng
Number of pages: 11
Belongs to series: Biological Conservation
ISSN: 0006-3207
Abstract: Environmental non-governmental organizations (ENGOs) appeal to private donors for conservation fundraising, often employing single species flagships as their fundraising strategy. Previous studies suggest that donor preferences vary, and can be divided into segments. Just as preferences towards species can vary, preferences towards different flagship types may also differ. Thus, opportunities may exist to enhance the use of other flagship types such as flagship fleets, ecosystems or biodiversity in fundraising. Although previous studies have found that aesthetic appeal, locality or threat status can explain the decision to donate, it is unclear how these attributes influence choices between flagship types. We conducted a discrete choice experiment on donor preferences towards different flagship types in the United Kingdom (n = 380) and the United States (n = 374), and explored how flagship attributes and socio-demographic variables affect potential donors' choices. Latent class modeling revealed seven donor segments in both countries that varied in their preferences of flagship types and attributes, as well as in their price-sensitivity. Some segments were similar for both countries, but the US segments were more polarized regarding price-sensitivity. Most respondents favored biodiversity targets in their choices, and ecosystems were more popular than species-based flagships. To enhance their fundraising capacity, ENGOs should extend their donation targets beyond flagship species, and develop more targeted marketing strategies for different audiences. Our research also demonstrates the need for further research to examine respondents' characteristics, such as personal values or environmental concern, which would allow more precisely targeted marketing to specific donor segments, e.g. through social media channels.
Subject: 1181 Ecology, evolutionary biology
Flagship species
Environmental philanthropic behavior
Willingness to pay
Choice experiment
Flagship types
Peer reviewed: Yes
Rights: cc_by_nc_nd
Usage restriction: openAccess
Self-archived version: publishedVersion

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