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Large International Non-Governmental Organizations (INGOs) are increasingly setting the global conservation agenda. These INGOs have developed a range of tools, e.g., Biodiversity Hot Spots, Global 200 Ecoregions, and others to set priorities and to compete with each other. They often use a corporate "Branding" strategy to help raise funds and to define and communicate their niches in a crowded and competitive market. This corporate model has been very successful for fundraising: Conservation International's "Hot Spots" strategy accompanied an increase in overall annual expenditures from U.S.$27.8 million in 1998 to U.S.$89.3 million by 2004, and World Wildlife Fund U.S.A.'s "Ecoregions" program accompanied a rise in expenditures from U.S.$80 million to U.S.$121.7 million between 1997 and 2005.
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