Most of the money for protecting and conserving wildlife and habitat comes from government programs, philanthropic organizations, or the public. But conserving Earth's ecosystems and species requires hundreds of billions dollars more than what is currently spent. Fortunately, there might be another way. A new report called Innovative Finance for Conservation: Roles for Ecologists and Practitioners, explores how private investment could boost conservation in a big way. The report, which has just been released by the Ecological Society of America, offers guidelines for developing standardized, ethical, and effective conservation finance projects.