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Evidence for effective conservation fundraising: Comparing social media with traditional mailshot field experiments

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  • KUBO, Takahiro
  • Yokoo, Hide-Fumi
  • Veríssimo, Diogo

Abstract

Funding shortage limits conservation impact, making it vital to find effective fundraising methods. To explore how traditional and digital conservation fundraising methods perform, we conducted real-world field experiments by using mailshot and Facebook advertisements. We compare three types of message frames (Simple, Seed money, and Ecological) and found that the Seed money frame, which emphasizes the amount already donated, increased the number of donors, whereas the Ecological frame, which focuses on the fact that the fundraiser benefits threatened species, led to a relative reduction in this number. We also found that while on Facebook advertising costs were higher than donations, the opposite was true for the traditional mailshot experiment. Our findings illustrate some of the challenges associated with online fundraising, and importance of behavioral evidence to enhance effective fundraising in conservation.

Suggested Citation

  • KUBO, Takahiro & Yokoo, Hide-Fumi & Veríssimo, Diogo, 2021. "Evidence for effective conservation fundraising: Comparing social media with traditional mailshot field experiments," SocArXiv fxsuw, Center for Open Science.
    • Handle: RePEc:osf:socarx:fxsuw
    DOI: 10.31219/osf.io/fxsuw
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