A landscape of conservation philanthropy for U.S. land trusts

Finding ways to increase financial support is critical to conservation efforts. We used conservation fundraising data, unprecedented in their resolution, to reveal spatial patterns in philanthropic giving to a major land protection organization in the United States. We also quantified the relationship between the amount of effort devoted to fundraising and donations received. Around 40% of the variation in the propensity to give and overall value of gifts was explained by sociodemographic and other predictors. For example, education level had greater predictive capacity than income, political views, and other factors often considered important. Fundraising effort was strongly predictive of the amount donated in an area. Our model estimated a doubling of funds raised with a 5-fold increase of effort. Conservation organizations could use our statistical framework to inform efforts aimed at increasing philanthropic giving by identifying locations with large model residuals. An example application of our framework showed an almost 40% increase (US$200 million) in fundraising revenue for the case-study conservation organization.