Marketing diversity: a response to Joseph and colleagues

摘要: Flagships species are used by conservation groups for a range of social marketing activities, such as raising awareness and encouraging behavior change (Caro 2010). They also widely fundraising these campaigns can be categorized into three approaches. The first uses the to provide recognizable “face” issues climate change; second play similar role an organization. third approach is one highlighted Joseph colleagues involves directly, while profile credibility broader associated This final type remains popular, public often prefer projects with explicit benefits their favorite species, but point out, they limit funding nontarget (Joseph et al. 2011). why experts must work together produce new schemes that better align donor preferences goals (Smith Thus, we welcome proposal market recently developed New Zealand Department Conservation’s prioritization exercise provides fully costed efficient plan conserving country’s most threatened 2009, Moreover, think, this could create project-based flagship so than simply target species. because would raise about innovative approach, well strengthen organizations it, encourage wider adoption. However, creating successful flagships expensive, initial nonexistent, resonate at least group donors. Therefore, recommend should still involve adopting systematic process developing campaign (Verissimo When it comes identifying audience, anecdotal evidence suggests generally care more aesthetics costeffectiveness. business-minded agencies philanthropists have responded messages