Private lands in the US are crucial for biodiversity and ecosystem services, but face challenges from development and agriculture. Shifting habitats and endangered species protection are urgent concerns. This study explored preferences of Florida residents, including hunters and anglers, for funding private land stewardship. Using a survey and Stated Preference Choice Experiment, I measured willingness to pay and assessed attitudes towards native species, flood risk, the Florida panther, and climate change. Varying values among the general public and hunters/anglers indicated preference heterogeneity. Residents positively valued most ecosystem services that private lands offered, with 96% of respondents’ welfare being reduced if there was no conservation program. Demographic and psychological factors influenced preferences for funding private land stewardship. My results suggest implementing an additional fee for standard Florida license plates as a funding mechanism for private land stewardship. These insights inform policymakers in developing effective programs that respect diverse values. INDEX WORDS: Stated preference choice experiments, Random parameters logit, Willingness to pay, Private land stewardship, Ecosystem services, Recreation, Flood risk, Habitat, Hunters, Florida