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 a range of different flagship species and ecosystems. Using the contingent valuation method and the payment card approach, we found the combined funding for eight mammal flagship species was 29% higher funding than for eight bird flagship species. Furthermore, the aesthetically more appealing species, as well as the species and ecosystems that are native to Finland, attracted the most funding. We then used ordinal logistic regression to identify the factors influencing a donor's WTD, finding that knowledge of biodiversity conservation and familiarity with the flagship was associated with an increased WTD to birds and ecosystems, and people with higher education levels had an increased WTD to ecosystems. Surprisingly, species aesthetic appeal was not related to an increased WTD, although "need of conservation" was, suggesting that highlighting the plight of these less appealing threatened species or ecosystems could raise money. Our results suggest that the factors driving donating to mammals, birds or ecosystems differ, and so underline the importance of considering the diverse motivations behind donation behaviour in fundraising campaigns. They also provide new evidence of the motivations of online donors, an under-studied group who are likely to become an increasingly important source of conservation funding.

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We explored the relationship between materialism, awareness of environmental consequences and environmental philanthropic behaviour with a web survey (n=2,079) targeted at potential donors living in Finland. Environmental philanthropic behaviour comprise of donations of money and/or time to environmental charities. The awareness of environmental consequences was divided into egoistic, altruistic and biospheric concerns. Biospheric and egoistic concerns were positively, while materialism was negatively related to environmental philanthropic behaviour. Materialism was related to preference of charismatic species when choosing a target for donation. The results have implications for conservation marketing emphasising the importance of taking the different donor segments into account.

Bats and humans have a close relationship based on cohabitation, with bats taking roost in buildings. It has been suggested that bats function as a reservoir of the SARS-CoV-2 virus that causes the COVID-19 disease in humans. A misconception that bats can spread SARS-CoV-2 to humans may have increased negative emotions toward bats and reduced individuals’ acceptance of cohabitation with bats during the COVID-19 pandemic. By applying the disease avoidance model, we tested whether knowledge about bats would be associated with reduced negative emotions toward bats, which in turn would be associated with increased acceptance of cohabitation with bats. Moreover, we tested whether previous experiences of bats, perceived COVID-19 risk, age, gender and level of education would be associated with negative emotions and acceptance of bats. A quantitative survey (N = 577) collected during the COVID-19 pandemic in Finland was analyzed with multiple linear regression. The results supported the disease avoidance model. Negative emotions toward bats reduced the acceptance of cohabitation with bats. However, knowledge about bats was associated with increased acceptance of bats both directly, as well as indirectly, via reduced negative emotions. Moreover, perceived COVID-19 risk was associated with increased negative emotions toward bats, and reduced acceptance of bats. Females were more likely than other respondents to report negative emotions, and reduced acceptance of cohabitation with bats. Prior experience of bats was associated with increased acceptance of bats as neighbors. These findings suggest that COVID-19 pandemic may threaten the existence of bats if no action is taken. The findings highlight the importance of correcting misunderstandings about non-human species as transmitters of diseases to humans.