Preferences for different flagship types in fundraising for nature conservation

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dc.contributor.author Lundberg, Piia
dc.contributor.author Veríssimo, Diogo
dc.contributor.author Vainio, Annukka
dc.contributor.author Arponen, Anni
dc.date.accessioned 2020-09-07T09:05:13Z
dc.date.available 2020-09-07T09:05:13Z
dc.date.issued 2020-10
dc.identifier.citation Lundberg , P , Veríssimo , D , Vainio , A & Arponen , A 2020 , ' Preferences for different flagship types in fundraising for nature conservation ' , Biological Conservation , vol. 250 , 108738 . https://doi.org/10.1016/j.biocon.2020.108738
dc.identifier.other PURE: 143341114
dc.identifier.other PURE UUID: ac15a0a1-4e47-44a1-a24e-3ad54b61650f
dc.identifier.other ORCID: /0000-0002-6721-7795/work/79876325
dc.identifier.other ORCID: /0000-0002-1348-2710/work/79876429
dc.identifier.other ORCID: /0000-0002-4211-9750/work/79879167
dc.identifier.other WOS: 000582432900008
dc.identifier.uri http://hdl.handle.net/10138/319103
dc.description.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. en
dc.format.extent 11
dc.language.iso eng
dc.relation.ispartof Biological Conservation
dc.rights cc_by_nc_nd
dc.rights.uri info:eu-repo/semantics/openAccess
dc.subject 1181 Ecology, evolutionary biology
dc.subject Flagship species
dc.subject Environmental philanthropic behavior
dc.subject Willingness to pay
dc.subject Choice experiment
dc.subject Flagship types
dc.subject BIODIVERSITY CONSERVATION
dc.subject SPECIES CONSERVATION
dc.subject ECONOMIC VALUATION
dc.subject CHARISMA
dc.subject BEHAVIOR
dc.subject SUPPORT
dc.subject MAMMALS
dc.subject QUALITY
dc.subject IMPACT
dc.title Preferences for different flagship types in fundraising for nature conservation en
dc.type Article
dc.contributor.organization Finnish Museum of Natural History
dc.contributor.organization Ecosystems and Environment Research Programme
dc.contributor.organization Helsinki Institute of Sustainability Science (HELSUS)
dc.contributor.organization Department of Forest Sciences
dc.contributor.organization Forest Economics, Business and Society
dc.description.reviewstatus Peer reviewed
dc.relation.doi https://doi.org/10.1016/j.biocon.2020.108738
dc.relation.issn 0006-3207
dc.rights.accesslevel openAccess
dc.type.version publishedVersion

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