Samenvatting

Every year more than 140 million visitors visit EAZA member zoos. To promote conservation to this enormous public of zoo visitors, EAZA launches annual conservation campaigns. Since the start of EAZA’s first campaign in 2000 they have been running 10 campaigns with a variety of issues that affect certain species and their habitat. Up to now the campaigns have been evaluated by verifying if the objectives were achieved. These objectives were expressed in the number of participating members or institutions and the amount of money raised. The number of zoos that participate is variable per campaign. Also the implementation of the campaign differs per participating member zoo, leading to variable results. It is unknown what motivates EAZA members to join and actively participate in the campaigns. The EEO would like a higher number of actively participating zoos and therefore they need to know what causes the differences. The aim of this research is to explain the variable participation and implementation of members in the campaigns.