Effective giving is the branch of effective altruism focused on charitable donations.
The main purpose of effective giving is to support a charity that can achieve an especially large amount of good with that support. However, effective giving on a sufficient scale can also influence the charitable sector, giving charities an incentive to improve their own effectiveness.
Birkwood, Susannah (2016) Effective altruism: will donors change their ways? A look at effective altruism and the effectiveness of charities