What determines the success and failure of environmental crowdfunding?

Takahiro Kubo, Diogo Veríssimo, Shinya Uryu, Taro Mieno, Douglas MacMillan

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


Online crowdfunding can help address the perennial financial shortfalls in environmental conservation and management. Although many online crowdfunding campaigns fail to collect any funds due to not achieving their targets, little is known about what drives success. To address this knowledge gap, we applied a mixed-methods approach to data from 473 successful and failed campaigns hosted on the online crowdfunding platform Readyfor. We found that fundraising performance varied by topic, with campaigns on pet animal management outperforming those focussed on landscape management and sustainable use. We also found that marketing strategies associated with online findability and increased reach through social networks, increased fundraising success. However, the existence of other environmental campaigns running simultaneously, reduced the chance of success, which implies that the selecting popular topics does not always increase the likelihood of success due to increased competition. Wider applications of marketing could enhance the ability of environmental crowdfunding campaigns to raise funds.

Original languageEnglish (US)
Pages (from-to)1659-1669
Number of pages11
Issue number9
StatePublished - Sep 2021


  • Behaviour
  • Charity
  • Conservation finance
  • Conservation marketing
  • Donation
  • Fundraising

ASJC Scopus subject areas

  • Environmental Chemistry
  • Geography, Planning and Development
  • Ecology


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