Predictors of animal sponsorship to support zoo‐based conservation activities

Abstract

AbstractPublic donations are an important form of fundraising for zoos and are used to support conservation activities. Understanding what influences zoo animal sponsorship by the public is crucial if zoos are to optimize strategies for increasing income from sponsors. Using sponsorship data obtained from seven diverse zoos within the UK, we used a phylogenetically informed approach to investigate predictors of the number of sponsors a species receives. We found no support for an effect of body mass, conservation status, solitary versus group housing, phylogenetic distance from humans, daily activity patterns, or the diet of the species on the number of sponsors a species attracts. However, we found strong phylogenetic signal, suggesting that particular groups of animals attract disproportionate sponsorship attention (but the specific species within these groups is of limited importance). Moreover, we found support for species with common names that are found toward the start of the alphabet having more sponsors. This is likely driven by the common practice of listing species that can be sponsored in alphabetical order when presenting them to potential sponsors (with people being more likely to choose species near the start of a list). Interestingly, the lack of effect of body mass, phylogenetic distance, and conservation status contrast with previous work on non‐zoo conservation preferences, suggesting possible differences between motivations of zoo and non‐zoo conservation donors, or between animal sponsorship and other forms of conservation involvement. We suggest two strategies for maximizing sponsorship for zoo animals. If zoos manage sponsorship income as a collective pool then allowing sponsorship of a range of species within particularly well‐sponsored animal groups should improve uptake. Alternatively, if zoos allocate sponsorship income to the specific species sponsored, then funding may be effectively diverted to priority species simply by altering the order of lists of animals which can be sponsored.