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Understanding what people like about birds can help target advocacy for bird conservation. However, testing preferences for characteristics of birds is methodologically challenging, with bias difficult to avoid. In this paper we test whether preferred characteristics of birds in general are shared by the individual bird species the same people nominate as being those they consider most attractive. We then compare these results with the birds which appear most frequently in the imagery of conservation advocates. Based on a choice model completed by 638 general public respondents from around Australia, we found a preference for small colourful birds with a melodious call. However, when the same people were asked which five birds they found most attractive, 48% named no more than three, mostly large well-known species. Images displayed by a leading Australian bird conservation organisation also favoured large colourful species. The choice model results suggest conservation advocates can promote a much wider range of bird types as flagships, particularly smaller species that might otherwise be neglected.

Threatened species programs need a social license to justify public funding. A contingent valuation survey of a broadly representative sample of the Australian public found that almost two thirds (63%) supported funding of threatened bird conservation. These included 45% of a sample of 645 respondents willing to pay into a fund for threatened bird conservation, 3% who already supported bird conservation in another form, and 15% who could not afford to pay into a conservation fund but who nevertheless thought that humans have a moral obligation to protect threatened birds. Only 6% explicitly opposed such payments. Respondents were willing to pay about AUD 11 annually into a conservation fund (median value), including those who would pay nothing. Highest values were offered by young or middle aged men, and those with knowledge of birds and those with an emotional response to encountering an endangered bird. However, the prospect of a bird going extinct alarmed almost everybody, even most of those inclined to put the interests of people ahead of birds and those who resent the way threatened species sometimes hold up development. The results suggest that funding for threatened birds has widespread popular support among the Australian population. Conservatively they would be willing to pay about AUD 14 million per year, and realistically about AUD 70 million, which is substantially more than the AUD 10 million currently thought to be required to prevent Australian bird extinctions.