Identifying Cinderella species: uncovering mammals with conservation flagship appeal

摘要: International conservation NGOs rely on flagship species campaigns for fundraising but this approach has been criticized benefiting a limited number of species. However, criticism assumes these do not fundraise broader issues and that alternative with similar appeal to the target audience exist. We investigated by: (1) recording use threatened mammal in international NGO campaigns, and; (2) using data identify “Cinderella species,” which we define as aesthetically appealing currently overlooked found only used 80 61% their raised funds itself. also existing flagships are generally large have forward-facing eyes there 183 other traits. Thus, current is overly could overcome by adopting some Cinderella new flagships.