Government conservation measures will always depend on public support. While more has been learnt about which species the public values and which conservation measures are socially acceptable, less is known about the criteria that the public thinks government should consider when making conservation investment decisions. This study uses a stated preference best–worst scaling method to gauge the views of a sample of the Australian public on what they think government should consider when allocating funding to threatened species conservation. We found that the three most important factors were the risk that a species might become extinct, the likelihood that a conservation intervention might be effective and the risk of unintended consequences for other species that could potentially arise if the measure was implemented. Costs of conservation measures and the degree to which the society accepts these costs were considered much less important. The latter aspect was consistent with the high level of trust that respondents placed in the judgement of experts and scientists concerning threatened species conservation. We conclude that the Australian Government has a societal mandate to spend more money on threatened species conservation, provided that there is little risk and that it is backed up by science.

Despite much effort to promote the conservation and recovery of threatened species, the extent of the current list of threatened vertebrates (> 7,600 species) underscores the need to develop novel communication and marketing tools to raise awareness and funding for their conservation. Although flagship species have been widely used in conservation marketing, the flagship role of extinct species has been largely overlooked and the status of lost species is rarely associated with the status of extant species facing a high risk of extinction. Some extinct species (e.g. the dodo Raphus cucullatus and the thylacine Thylacinus cynocephalus) are cultural and commercial icons and therefore familiar, and may appeal to the public as conservation flagships. We propose a wider use of extinct flagships to raise awareness for the conservation of threatened species by making a direct link between already extinct species and extant species at risk of extinction. We present examples of publicly recognized and iconic extinct species that could be used in marketing for the conservation of threatened species. These extinct species are familiar and may be readily linked to threatened species or species groups. We outline a roadmap for testing their appeal under the extinct flagship concept, through market research. If research identifies that a cognitive link is made between the fate of an extinct species (i.e. they went extinct from human causes) and what may happen to threatened species (i.e. they are at risk of extinction from human causes), extinct species may well have a wider role to play as conservation flagships.