Stating Values is Easy, Having Impact is Hard

Charities often post images of animals suffering, paired with captions like "no animal deserves this."

Animal lovers then upvote the post, and donate to the charity because they agree with the message.

But here's the thing: anyone can find photos of animals being abused and write captions saying they deserve better. Therefore, charities can do this even if they are completely incompetent at helping animals.

Don't donate to a charity just because you agree with their message. Instead, consider three factors:

• Beneficiary: Who does the charity aim to help?
• Strategy: Does the charity have a good strategy for helping the beneficiary?
• Execution: Does the charity execute its strategy well?

These three factors determine whether your donation will actually have an impact.

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