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Engaging private landowners in conservation activities for imperiled species is critical to maintaining and enhancing biodiversity. Market‐based approaches can incentivize conservation behaviors on private lands by shifting the benefit–cost ratio of engaging in activities that result in net conservation benefits for target species. In the United States and elsewhere, voluntary conservation agreements with financial incentives are becoming an increasingly common strategy. While the influence of program design and delivery of voluntary conservation programs is often overlooked, these aspects are critical to achieving the necessary participation to attain landscape‐scale outcomes. Using a sample of family‐forest landowners in the southeast United States, we show how preferences for participation in a conservation program to protect an at‐risk species, the gopher tortoise (Gopherus polyphemus), are related to …