The use of conservation easements as a conservation mechanism for private land has increased greatly in the past decade; conservation easements now protect over 15 million ha across the United States from residential and commercial development. We used a mailed survey and in-depth telephone interviews to determine factors that motivate private landowners in Iowa, Illinois, Michigan, Ohio, and Wisconsin (U.S.A.) to place conservation easements on their properties. The mailed survey asked about characteristics of landowners, their properties, and their opinions on 9 factors related to the decision to place an easement. A follow-up telephone interview was completed with 19 mail-survey participants to gain an in-depth understanding of the action and to triangulate the results with the questionnaire. Place attachment, which is a measure of personal connection to a location or property, was the greatest motivation for implementation of an easement. Results of a principal components analysis suggested contributing to the public good underlaid several of the strong motivational factors for participation. Financial reasons were the lowest ranked motivational factor; however, financial concerns may facilitate placement of an easement that would otherwise not be realized. We believe that our results may be transferable to places where land protected by easements is not dominated by traditional farming (row crops, pastures, and hay), timber harvesting, or nonextractive uses (e.g., habitat for wild animals, recreation, and protection of ecosystem services). © 2011 Society for Conservation Biology. Abstract reproduced by permission.