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

Environmental non‐governmental organizations ( ENGO s) 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...