The paper reports the findings of an experimental survey conducted to determine the public’s willingness to pay for the protection and conservation of the golden-shouldered parrot in Australia. This parrot is endemic to Australia and is one of Australia’s most endangered birds. The paper examines the public’s knowledge of this parrot and compares it with other endangered birds as well as common birds and the public’s willingness to pay for conservation from a hypothetical allocation of money based on their current knowledge. We then examine how this allocation changes with increased knowledge about all species. Comparisons are made.