Abstract 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.

中文翻译：

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自然保护筹款中不同旗舰类型的偏好

摘要 环境非政府组织 (ENGO) 呼吁私人捐助者进行保护筹款，通常采用单一物种旗舰作为筹款策略。以前的研究表明，捐助者的偏好各不相同，可以分为几个部分。正如对物种的偏好可能会有所不同，对不同旗舰类型的偏好也可能不同。因此，可能存在在筹款中加强使用其他旗舰类型的机会，例如旗舰船队、生态系统或生物多样性。尽管之前的研究发现审美吸引力、位置或威胁状态可以解释捐赠的决定，但尚不清楚这些属性如何影响旗舰类型之间的选择。我们对英国（n = 380）和美国（n = 374）的不同旗舰类型的捐赠者偏好进行了离散选择实验，并探讨了旗舰属性和社会人口变量如何影响潜在捐赠者的选择。潜在类别模型揭示了这两个国家的七个捐助者群体，他们对旗舰类型和属性的偏好以及价格敏感性各不相同。两国的某些细分市场相似，但美国细分市场在价格敏感性方面更加两极化。大多数受访者在选择时更喜欢生物多样性目标，生态系统比基于物种的旗舰更受欢迎。为提高筹款能力，环保非政府组织应将其捐赠目标扩大到旗舰物种之外，并针对不同的受众制定更有针对性的营销策略。我们的研究还表明，需要进一步研究调查受访者的特征，例如个人价值观或环境问题，这将允许更精确地针对特定捐助者群体进行有针对性的营销，例如通过社交媒体渠道。