Preferences for different flagship types in fundraising for nature conservation

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.Peer reviewe

Impure altruism or inequality aversion? An experimental investigation based on income effects

We investigate the consequences of a pure income effect on the altruistic behavior of donors. Inequality aversion theories predict either no effect or a decrease in giving, whereas impure altruism theory predicts an increase in giving with an increase in the common income of donor and receiver. Theoretical predictions being contradictory, we run a dictator game in which we vary the common show-up fee of both the dictator and the recipient, while keeping an extra amount to be shared the same. The results are in line with the prediction of the impure altruism theory