Diogo Veríssimo

Using marketing theory and tools to advance biodiversity conservation

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What determines the success and failure of environmental crowdfunding?

23/03/2021

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 … [Read more…]

Posted in: Publications Tagged: Biodiversity, Conservation, crowdfunding, Donations, funding, Online

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

09/01/2019

NEW PAPER! Out in Animal Conservation and led by Piia Lundberg, this research looks into the drivers of online donations for species and ecosystem conservation in Finland. See the abstract below and get the PDF here: https://goo.gl/tN5TtS Abstract Environmental non‐governmental organizations (ENGOs) largely select flagship species for conservation marketing based on their aesthetic appeal. However, … [Read more…]

Posted in: Uncategorized Tagged: Biodiversity, Conservation, Conservation flagships, contigent valuation, Donations, Finland, Flagship species, Online, species, Wildlife

Increased conservation marketing effort has major fundraising benefits for even the least popular species

21/05/2017

Just out in Biological Conservation! Check it out here Conservationists often complain that their study species are ignored by donors. However, marketing theory could help understand and increase the profile and fundraising potential of these neglected species. We used linear regression with multimodel inference to analyse data on online behaviour from the websites of the … [Read more…]

Posted in: Publications Tagged: behaviour change, Biodiversity, Biodiversity Science, Charismatic, Conservation, Donations, Donor, EDGE, Fundraising, Marketing, NGO, Online, species, Ugly, Unappealing, WWF, ZSL

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