523Melbourne VIC, AustraliaJoined Dec 2021


Head of Marketing at Giving What We Can

grace.adams @


Thanks Stan for including GWWC in your analysis! 

I definitely think GWWC could be doing a better job on twitter, which you've mentioned above - I'm still considering whether the additional effort is worth it for us at the moment. Regardless I am updating the mix of content to include more about our top-rated charities (this will happen slowly over time).

As an interesting aside - I think people are much less interested in engaging with orgs/brands than they are with individuals. Over the past few months I've experimented with my own twitter account and have found that my personal account with ~1,000 followers gets a lot more engagement on effective giving related content (and even retweets of GWWC content)  than our GWWC account with ~12,000 followers.

Another interesting question for you to investigate is whether it's worth it for orgs to ask their staff to be active on social media rather than investing resources in branded accounts. 

This is exciting! Thanks for writing this up. I'll share the post and calls to action with my networks :)

I'd be interested to see what you think of Giving What We Can's social media presence! 

(I am Head of Marketing and produce most of the social media posts and content promoted via our social media. This is not a large focus of my role but something I am happy to receive feedback on.)

I thought we could do a thread for Giving What We Can pledgers and lessons learnt or insights since pledging! 

I'll go first: I was actually really worried about how donating 10% would feel, as well as it's impact on my finances - but actually it's made me much less stressed about money - to know I can still have a great standard of living with 10% less. It's actually changed the way I see money and finances and has helped me think about how I can increase my giving in future years.

Living in Australia, I've always given to orgs that have tax deductibility here in Australia - even though I know there might be better donation opportunities out there it's been a bit of a mental blocker for me. But now I've managed to internalise the benefit of donating to the charities I think have the highest impact regardless of the tax benefit so I'll be donating to StrongMinds and GFI this Giving Season as well as some of the other global health charities I normally support. 

Answer by GraceAdamsNov 28, 202214

I've been saving up my donations for a few months to give a large amount at the end of the year and I currently give to global health charities (because that's what is tax deductible here in Australia).

I think for this donation I'll also support the Good Food Institute, StrongMinds and the Lead Exposure Elimination Project. (Even though I won't get a tax benefit)

Each of these orgs are doing really exciting work on different causes and I especially love that LEEP was started by people in the community as well as being on such an exciting trajectory!

I'm extremely grateful to have found a community of people who care deeply about doing good. I have felt very welcomed and accepted by the people I've met. Seeing the excitement and warmth that comes from people discussing and acting on how we can help others is a wonderful thing.

"Giving What We Can's mission is to make giving effectively and significantly a cultural norm. We mean this quite literally: our goal isn't just to marginally increase the amount of money going to effective charities — we're aiming to make meaningful cultural change."

At Giving What We Can we are trying to bring effective giving and the ideas of effective altruism to a much broader audience through the lens of engaging those who are generally in the top 10% of earners worldwide. 

There are many other organisations and new projects that aim to share the ideas to a wider audience - One example I'm personally excited about is Asterisk, a new magazine shaped by the philosophy of EA.

GWWC will be organising lots of things for Giving Season including taking the lead on Effective Giving Day - we plan to share event guides for hosting events with your groups and workplaces in October to help people prepare and run successful Giving Season events!

Hi LB,

Appreciate your time in giving us some feedback!

For this years Giving Season campaign we're planning to test a donate CTA vs a newsletter sub CTA and track which causes more donations, pledges down the line. I agree that a donate CTA may fare better. 

Also agree that perhaps a more cause focused campaigns could be effective, but this has to be balanced with the nature of GWWC as an org, our place in the effective giving ecosystem and what our vision is. This is something we are thinking about how best to do for our brand. I also think leaning into the community of GWWC and the vision we have is an interesting angle and am excited to see how this might compare to cause focused messaging. 

The results we've shared here are just based on the advertising we did, but rest assured we are tracking donations and pledges off the back of this campaign - just not included in these results.

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