Charismatic species, matching, and demographics in conservation donations: An experimental investigation

Abstract

Conservation organizations employ charismatic species to appeal to potential donors and increase contributions. However, evidence that this strategy increases donations is mixed. In an experimental setting, we investigate the effects of species charisma and the characteristics of potential donors on donations to conservation organizations. We conducted a modified dictator game through MTurk with 330 subjects, exploring subjects’ responses to one of sixteen treatments that differ across three dimensions. The first dimension involves exposure to an image that varies among subjects in terms of charisma. In the second dimension, we use differing donation matching rates to examine the effectiveness of matching gifts. With the final dimension, we consider real versus hypothetical scenarios. Our key findings are that the effects of charismatic species on donations are limited after controlling for the characteristics of the subjects and that those faced with a hypothetical scenario donate significantly more than those with real stakes. These results suggest conservation organizations, particularly those with a national or international focus, should consider the characteristics of potential donors targeted by their fundraising campaigns rather than relying on images of charismatic species.