Hey! I'm a co-director at EA Netherlands. According to various indicators, we're the fourth largest national EA community in the world, we target mid-career professionals, and I think what you're proposing is very interesting! But I'm not sure I understand - why build a new tool? Why not just build in some EA thinking into your existing service? Similar to what Charity Navigator has done. 

Have you already spoken with Nina at HIP? Maybe check out the School for Moral Ambition as well. 

Great stuff! Good luck Gergő!!

Great work and great post! Thanks for sharing. 

Re the 'Changes in our spending' appendix and the challenge of separating 'performance' marketing from 'awareness' or 'brand' marketing, we've also been thinking about this at EA Netherlands. My tentative solution is to split CAC into an ‘activation CAC’ (only direct conversion costs) and a ‘blended CAC’ (total spend including brand/awareness). Apparently this is quite standard in the commercial world. 

If blended CAC holds steady or falls even as we scale up awareness activities, that’s evidence the broader work is expanding the top of the funnel and making our conversion efforts more efficient downstream. If blended CAC rises while activation CAC stays flat, it could be an early signal that our awareness spending is not translating into engagement.

So for EA Netherlands, using intro programme completions (87) as the denominator:

• Activation CAC: ~€149 (intro programme delivery + performance ads)
• Blended CAC: ~€471 (adding brand agency + staff time on awareness)

For context, Claude tells me the average B2B SaaS blended CAC is ~€500

The low EA awareness findings from Pulse prompted us to commission Dutch-specific research to test whether we face a similar situation here. In the meantime, we’ve already shifted some resources toward targeted awareness-raising - the data suggested our funnel may be constrained at the top rather than further down, so we’re testing whether reaching new audiences is higher leverage than deeper engagement with existing ones.

You guys are too modest - may I suggest a title change?

"How our EA workplace group raised $850k"

Great work!! 

This is a good take. 80k are good at it, bluedot too, and GWWC have started doing good things as well.

I think national orgs like EA Netherlands are well-positioned to do more, but we're only just waking up to this and are learning how best to allocate a portion of the EUR 30-40k in unrestricted funding we get from CEA. At EAN we've started working with Amplify and a marketing agency and have had great results (3x'd our intro programme completions and increased our EAGx attendance by 35%). Would like to do more of this in the future if we can find the money/re-allocate more of our funds.

Great job organising this and posting your lessons learnt on the forum, guys! 

A couple of effective giving orgs, e.g., Doneer Effectief, have people who specialise in advising HNW individuals. There are also a few international initiatives I know of that keep a very low profile.

Thank you very much! Ricardo van Mildert isn’t on the forum but he was responsible for the programme :) 

Thanks!! It was a little goal of mine to get it out there before applications closed