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Picturing donations: Do images influence conservation fundraising?

Gabby Salazar¹, João Neves², Vasco Alves²

¹School of Forest, Fisheries, and Geomatics Sciences, University of Florida, Gainesville, Florida, United States of America.

|June 4, 2021

Summary

Different images did not significantly impact conservation donations in a real-world experiment. This suggests visual framing may be less influential than expected in fundraising for biodiversity conservation.

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Area of Science:

Environmental Science
Conservation Biology
Behavioral Economics

Background:

Environmental organizations utilize imagery for donor engagement.
Visual framing's impact on conservation fundraising is understudied.
Real-world experiments on image effectiveness in biodiversity conservation fundraising are scarce.

Purpose of the Study:

To investigate the influence of different visual frames on donations for biodiversity conservation.
To conduct a public experiment examining image types and their effect on charitable giving.
To assess the effectiveness of various photographic appeals in a marine park setting.

Main Methods:

A field experiment was conducted at Zoomarine, a marine park in Portugal.
Donation boxes and informational posters with constant text but varied images (dolphins, ocean wildlife, children, watching eyes) were used.
Data from 20,944 visitors over 91 days were analyzed to compare donation amounts across image conditions.

Main Results:

No statistically significant differences were found in mean donations across the four image conditions.
The study collected a total of €952.40, but image type did not demonstrably influence this amount.
The visual framing of conservation appeals did not yield significantly different donation outcomes in this context.

Conclusions:

The study did not find evidence that visual framing significantly impacts donations to conservation.
Potential reasons include the specific visual frames used or the passive nature of donation boxes.
Further research is recommended to explore visual framing in diverse settings and with different fundraising methods.