Conservation finance in many African countries relies heavily on tourism. Some commercial tourism companies provide substantial funding for private reserves, communal conservancies, and public protected areas, and for anti-poaching, breeding, and translocation programs. They also provide local employment, which generates community support for conservation. To generate funds, they must attract clients. This relies on marketing, which we analysed using staff interviews, marketing materials, and client comments. We found that they market: wildlife viewing opportunities first; luxury and exclusiveness second; and conservation projects third. They focus on flagship species such as the African big cats, and they market directly to tourists, and to specialist rather than generalist travel agents. In their view, conservation projects influence purchases significantly for some clients, but not for the majority, nor for travel agents. Therefore, maximum contributions to future conservation finance can be achieved through differential marketing to these two groups. Mainstream marketing is targeted at tourists who want the best wildlife viewing in the greatest comfort. Conservation marketing is targeted at tourists who purchase products that contribute to conservation. If these tourists were identified during marketing and booking, then conservation tourism enterprises could notify conservation trusts to seek donations. Keywords: Ecotourism, Wildlife, Flagship, Community, Finance.