Conservation money directed at charismatic species could be used more effectively to save animals if it was applied in a more scientific manner.

Joseph Bennett at the University of Queensland in Brisbane, Australia, and his colleagues modelled the impact of more than NZ$1 million (US$765,000) in private funding given to protect 10 iconic bird species in New Zealand, including the North Island brown kiwi (Apteryx mantelli; pictured).

Credit: Life on White/Alamy

If funding was directed at only the 10 species as originally assigned, an average of 1.4 further species would be effectively conserved, compared to a scenario in which there was no private funding. If the money was allocated in a way that benefited other endangered animals as well as the 10 flagship species, 2.8 extra species on average could be conserved. If the money was spread more widely to non-iconic but still-threatened New Zealand birds, an average of 3.3 more species could be saved.

Although private funding for such flagship species can generate vital conservation revenue, it should be spent carefully to maximize conservation benefits, the authors say.

Proc. R. Soc. B 282, 20142693 (2015)