Online crowdfunding can help address the perennial financial shortfalls in environmental conservation and management. Although many online crowdfunding campaigns fail to collect any funds due to not achieving their targets, little is known about what drives success. To address this knowledge gap, we applied a mixed-methods approach to data from 473 successful and failed campaigns hosted on the online crowdfunding platform Readyfor. We found that fundraising performance varied by topic, with campaigns on pet animal management outperforming those focussed on landscape management and sustainable use. We also found that marketing strategies associated with online findability and increased reach through social networks, increased fundraising success. However, the existence of other environmental campaigns running simultaneously, reduced the chance of success, which implies that the selecting popular topics does not always increase the likelihood of success due to increased competition. Wider applications of marketing could enhance the ability of environmental crowdfunding campaigns to raise funds.

在线众筹可以帮助解决环境保护和管理中长期存在的资金短缺问题。尽管许多在线众筹活动由于未达到目标而未能筹集到任何资金，但人们对成功的驱动因素知之甚少。为了解决这一知识差距，我们对在线众筹平台 Readyfor 上托管的 473 个成功和失败的活动的数据应用了混合方法。我们发现筹款表现因主题而异，宠物动物管理活动的表现优于专注于景观管理和可持续利用的活动。我们还发现，与在线可查找性和通过社交网络扩大覆盖面相关的营销策略可以提高筹款成功率。然而，同时进行的其他环保运动的存在，减少成功的机会，这意味着由于竞争加剧，选择热门话题并不总是增加成功的可能性。营销的更广泛应用可以提高环境众筹活动筹集资金的能力。