Climate Donations Inspired by Evidence-Based Fundraising.

Everyone has an opportunity to contribute to climate solutions. To help people engage with this opportunity, it is critical to understand how climate organizations and fundraisers can best communicate with people and win their financial support. In particular, fundraisers often rely on practical skills and anecdotal beliefs at the expense of scientific knowledge. Fundraisers could be motivated to achieve a substantial boost in funding for climate solutions, if there is evidence of the financial gains that science-based fundraising makes available. In this Perspective, we provide a preliminary foray into such evidence. We bring together findings from philanthropic research and climate psychology to identify what factors can help captivate donors. Then, through an experimental study of a charitable appeal for a climate charity, we show how putting these factors into practice may contribute toward an increase in donated money. This provides optimism that evidence-based fundraising can inspire donors to contribute much-needed resources toward climate solutions.

Better Writing in Scientific Publications Builds Reader Confidence and Understanding.

Scientific publications are the building blocks of discovery and collaboration, but their impact is limited by the style in which they are traditionally written. Recently, many authors have called for a switch to an engaging, accessible writing style. Here, we experimentally test how readers respond to such a style. We hypothesized that scientific abstracts written in a more accessible style would improve readers' reported readability and confidence as well as their understanding, assessed using multiple-choice questions on the content. We created a series of scientific abstracts, corresponding to real publications on three scientific topics at four levels of difficulty-varying from the difficult, traditional style to an engaging, accessible style. We gave these abstracts to a team of readers consisting of 170 third-year undergraduate students. Then, we posed questions to measure the readers' readability, confidence, and understanding with the content. The scientific abstracts written in a more accessible style resulted in higher readability, understanding, and confidence. These findings demonstrate that rethinking the way we communicate our science may empower a more collaborative and diverse industry.

Funding Conservation through an Emerging Social Movement.

People will pay to protect our environment. To encourage donations, it is fundamental to understand the values that motivate people. Here, we identify a new opportunity to attract donations from an emerging social movement to deliver benefits to the natural world.