Following a recent worldwide boom in the democratization of knowledge, crowdsourcing and Participatory GIS, heritage practice increasingly draws on crowdsourced geographical data. In this paper, I discuss a public crowdsourcing of twentieth century conflict heritage in Finland, launched by state-owned broadcasting company Yleisradio. Here emphasis is on analysing the user behaviour and incentives, which can inform analogous future initiatives. Many of the public entries mirror local perspectives on conflict heritage: pride of personally important loci and self-satisfaction appear to be important incentives for taking part. Finally, I summarize themes that other heritage crowdsourcing organizers could apply to their work.