Protection of nature is very serious problem. It is important to attract attention to such problem that people would understand how it is important to live in clean planet.
The most important trust I think. People must be sure that their funds will be used to protect nature.
Now many people understand that it is important to protect nature and do everything possible for it.
Now there are many projects that help to protect nature. So investors have a choice what project to choose.
For such products trust and reputation is very important and investors must be sure that their funds will be spend to protect a nature.