I’m renowned at SSE as not being a great animal lover (due to being allergic to most of them), but an e-mail from a friend prompted me to look at a new website about species which are "evolutionarily distinct and globally endangered" (EDGE). It’s called Edge Of Existence, and is a project of the Zoological Society of London, aiming to conserve these species by implementing the necessary research and conservation actions.
In a stroke of fundraising genius, you can choose to support in a variety of ways…but most will surely choose to support specific actions to help a particular species. My donation went to the uber-cute Slender Loris.
It’s a fantastic site, albeit in the early stages, and an extraordinarily effective way of getting important research funded. Not only in the linking to specific animals, but also detailing exactly where this goes and why it is important. Obvious fundraising steps, but executed superbly, and with good and appropriate use of new technology to both invite questions and promote interaction and engagement.
[thanks to Fev for the link]