Selection criteria for flagship species by conservation organizations

@article{Home2009SelectionCF,
  title={Selection criteria for flagship species by conservation organizations},
  author={Robert Home and Claudia Keller and Peter Nagel and Nicole Bauer and Marcel Hunziker},
  journal={Environmental Conservation},
  year={2009},
  volume={36},
  pages={139 - 148}
}
SUMMARY Flagship species are among key marketing tools used by conservation organizations to motivate public support, but are often selected in an ad hoc, rather than systematic, manner. Furthermore, it is unclear whether selected flagship species do motivate public support. This paper describes a multi-method exploratory study, carried out in Switzerland, which aimed to determine the selection criteria for flagship species and measure whether a species selected according to these criteria was… 
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TLDR
A focused approach to better understand the drivers of differences in attitudes toward invertebrates, and insects in particular, would be helpful for selecting and establishing insects as flagship species, especially in a local context for local conservation purposes.
Identifying Cinderella species: uncovering mammals with conservation flagship appeal
TLDR
It is found international conservation NGOs only used 80 flagship species and that 61% of their campaigns only raised funds for the species itself, but NGOs could overcome this by adopting some of these Cinderella species as new flagships.
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