I really respect how seriously you’ve taken this process! I was grateful to be a test-viewer a year or so ago alongside some gen pop folks from Meetups.com. The doco was in a great spot then and it’s even better now after incorporating all the feedback you’ve solicited. Well done. I hope you’re very proud!

Thank you for being the way FarmKind’s first hire found out about us! They’re excellent

I also took that to be deliberate to show the bounds!

I just became aware that this tool exists: https://theoryofchangebuilder.com/

I haven't played around with it, but it looks potentially very helpful

“CoGi” is my ride or die, especially verbally

Yep Ben is right. We did turn the tabloid coverage into further deeper coverage and were on our way to the North Star but leaned out of controversy to a degree that killed our momentum. Of course we don’t know what would have happened otherwise, and it should certainly be characterized as a “low probability bet” because trying to land media hits is inherently “hits-based”, but this was a reasonable PR strategy that our two staff who both have ample PR experience devised. I don’t think we should put much stock in our armchair PR intuitions

Knowing Matt, I’d wager he’s asking why your p(bee sentience) is so low 

Read the Rethink research in its entirety and you’ll see the section with our reflections on the findings. It explains how the research influenced our strategy, and why campaigns like this can still make sense in light of it. We care a lot about what will actually work to drive donations — that’s why we requested this piece of research be done in the first place 

Also our thousands of donors over the past 12 months. Many of them email us expressing that our compassion calculator is exactly what they’re been looking for and/or that they’ve been put off by other animal advocates in the past and find our website refreshing.

I took a ~3/4 pay cut to work in EA (and that's before accounting for the upward trajectory of my previous salary versus my static one working in EA). Most EAs I know could be earning a lot more if they worked in the for profit sector based on their education and experience.