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Journal article

The effect of knowledge, species aesthetic appeal, familiarity and conservation need on willingness to donate

Abstract:

Environmental non‐governmental organizations (ENGOs) largely select flagship species for conservation marketing based on their aesthetic appeal. However, little is known about the fundraising effectiveness of this approach or how it compares to ecosystem conservation campaigns that use habitat types as flagships. By performing a willingness to donate (WTD) survey of potential online donors from Finland, we identified which motivations and donor characteristics influence their preferences for ...

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Publication status:
Published
Peer review status:
Peer reviewed

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Publisher copy:
10.1111/acv.12477

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Institution:
University of Oxford
Division:
MPLS
Department:
Zoology
Role:
Author
Publisher:
Wiley
Journal:
Animal Conservation More from this journal
Volume:
22
Issue:
5
Pages:
432-443
Publication date:
2019-01-04
Acceptance date:
2018-11-29
DOI:
EISSN:
1469-1795
ISSN:
1367-9430
Keywords:
Pubs id:
pubs:959181
UUID:
uuid:06ac4b11-fb0a-45e5-abe5-36e4a0264f0a
Local pid:
pubs:959181
Source identifiers:
959181
Deposit date:
2019-01-14

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