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Lucas Moore

Luke Moore talks about why he took the 10% Pledge at age 17, the impact he's had so far, and his commitment to lifelong giving.

Why I took the 🔸10% Pledge before earning an income

, and it changed my life. It opened my eyes to the immense privilege of ‘normal’ people in high-income countries compared to the rest of the world. Coming from a family where both my parents were part-time primary school teachers, I never thought of us as among the wealthiest globally—yet, with a 

. The talk also emphasised that our donations could have an enormous, and measurable, impact—you don’t just have to give and hope it does something. This resonated deeply with me, and I took 

I wasn’t yet earning any income as I was still in high-school and then at university, so initially, I donated £10 a month to the 

. (When you take the 10% Pledge as a student, you’re committing to give 1% of your spending money. The 10% kicks in once you start earning a stable income). For me, 1% of spending money was roughly £100 a year—less than the cost of a couple of pints each month. 

As a student, I found giving incredibly manageable and was able to increase my donations to £50 a month in my final years as I started earning a small amount tutoring. It wasn’t hard and, honestly, it felt really rewarding to be able to make an impact, even on a small student budget. Living in alignment with my values gave my life a real sense of purpose.

Getting into the habit of giving early on has been great. Giving has become a core part of my identity, something I feel really proud of. Once I got my first proper job and was working full-time, starting to give 10% of my income was easy. I just set it aside each month and hardly noticed it was gone. Since I had never gotten used to the extra 10%, I didn’t feel like I was sacrificing anything—which is part of why I think pledging while still a student is actually a really great idea. Of course, major life changes—like buying a house, getting married, or starting a family—might cause some changes in my giving. But the 10% Pledge is a 

 commitment, and I plan to donate more now in order to give myself some wiggle room if I end up needing it; I also know I can (and will) make up for any lower year by giving more in the next (or the next few).

So, what have my donations actually done?

I’m proud to say that my giving has so far protected about 100 families from malaria, prevented around 700 tons of CO2eq from entering the atmosphere (roughly equivalent to the individual carbon footprint of taking about 

) and doubled the annual income of 12 families living in extreme poverty in the global south through direct cash transfers. I’ve also supported alternative protein research, initiatives to reduce (and I hope end) factory-farming, and projects to address risks that threaten the future of our life on Earth.

My giving has also so far saved the life of at least one child under the age of five

In some ways, this is just a drop in the ocean given how unequal and unfair the disparities in health outcomes are between people living in the world today. But while I acknowledge these inequalities and do my best to also campaign and vote in ways which I hope and believe will bring about a world where giving 10% is no longer necessary, I also want to celebrate the meaning of the individual life that now gets to be lived by another person who I will never know or meet, but whose life I can imagine. And imagining the whole life of this person—the highs, the lows, and all the ordinary days in between—reminds me how alike we all are, bound together by the same hopes, joys, and experiences that make us human.

To me though, the Pledge is not just about what 

can do with my donations. I believe that the cumulative effect of 

each of us giving effectively and significantly can lead to monumental change on a global level

. By taking the 10% Pledge and joining this global movement, I feel that I’ve been able to play a role in a larger narrative of hope and progress. Now 

almost 10,000 people, from more than 100 countries, have taken the 10% Pledge

) to donate a portion of their income to effective charities. Together, our giving can transform lives, uplift communities, and address the most pressing challenges of our time.

So since it’s Pledge Week – here’s a quick plug (and honestly, I would say this any week of the year because it’s always a good time to pledge!):

, as a student or otherwise, my advice is simple: just do it! Taking the 10% Pledge has been one of the best decisions of my life – each month, the ten percent I spend on donations is, by far, the use of money that brings me 

. Sure, it can feel daunting, but the sense of purpose and joy that comes from giving is unparalleled. That said, I don’t think that giving is or should be about us, I think it’s about the huge positive impact that can be achieved by strategically giving away a relatively small portion of the resources that we have by virtue of nothing other than the blind luck of birth. If you're hesitant, consider starting with 

 and see how it feels! And who knows? This could be the start of one of the most meaningful commitments you'll ever make.

Grace Adams

How I moved from a 3% Pledge to a 10% Pledge

When I first heard about the idea of pledging a percentage of your income to effective charities with Giving What We Can, I was sold. I knew I had more than I needed to get by, and I’ve always struggled with the enormous inequality in the world.

I originally settled on donating 3% of my income for my 

. I chose 3% because it’s more than I had ever given before (I calculated that in previous years, I gave around 2% of my income) but it also felt like an achievable amount for me. I had just stopped working full-time, dropping down to 3 days a week because of some chronic health conditions, and also had to pay a few hundred dollars a month for the medication I was on. So 3% seem like a step up, but also one that wouldn’t stress me out. (As a side note, giving like this was possible thanks to my parents letting me live with them during that period, and having access to (mostly) free healthcare in Australia. I also knew I had both a personal, and government safety net to catch me.)

As 3% of my paychecks made their way to effective global health charities, I realised that I missed the money less than I thought I would – even though I had less at the end of the month than I had ever had since starting my career.

In combination with not missing the money, I also thought hard about what it really means to donate. I realised I was willing to spend several hundred dollars a month on medication to reduce my suffering, and that, for the same amount of money, I could deliver medication to prevent malaria (a disease that causes severe suffering and death) to a whole classroom of children every month. Understanding on a more visceral level how miserable I would be without my medication brought into sharp focus the meaning of providing something similar to others – especially when such a relatively small amount of money could go so far.

My health was improving thanks to the medication, and I was able to work more, which increased my budget. So I sat down and had an honest conversation with myself about whether I could afford to give 10% of my income over my lifetime. It would be a big sacrifice – it would mean not having as many savings, or not being able to take as many holidays – but if I really could prevent hundreds of people from suffering like I had, and what’s more, prevent tens of families from the grief of losing a loved one, then it was a sacrifice I was willing to make.

I’ve now donated over $30,000 to effective charities, about $20,000 

than I would have if I didn’t decide to step up my giving. It’s probably the single thing I’m proudest of in my life.

Of course, not everyone can realistically give 10% of their income, and we absolutely encourage people to look after themselves and their loved ones first (no-one is looking out for you as much as you!), but I’m sharing my own personal story to encourage you to think about whether you could increase your giving in 2025.

By slowly working your way up, you could end up giving much more than you thought you’d be able to. You might end up giving enough to prevent the death of several children over your lifetime. Imagine knowing that there are people who get to grow old, to laugh with their families, and to go on to help others in their communities, in part because of your donations. Wouldn’t that be a beautiful outcome?

How I moved from donating 3% to a 10% Pledge

Alana Horowitz Friedman

Giving What We Can

What do we mean when we say you can have 100x more impact by donating to the best charities?

Comparing effective giving to other forms of charitable donations: Dos and Don’ts 

On our homepage and throughout our website, we make a claim that is quite central to the project of effective giving: 

where you choose to donate greatly affects how much impact your money will have.

To make this point, we use language like: “You can often have 100x more impact by donating to the best charities” or, in a bit more detail, “Many of us can easily 100x our impact by giving to charities that achieve more per dollar spent.”

You may also notice similar claims on other effective giving websites. They may be phrased or framed slightly differently, but the core premise is the same.

Perhaps in part because there are so many different phrasings and framings of this idea, we’ve noticed some misconceptions surrounding what it really means, and we now believe language we’ve used in the past (such as “the best charities are often 100x better than others”) may, regrettably, have contributed to this.

The language we currently use (and this explanatory post) is an attempt to correct these misconceptions and stop them from happening in the future. Here, we’ll explain more about 

why we’ve shifted to a donor-facing perspective

can often have 100x more impact by donating to the best charities” or “the best charities can do 100x more with your dollar” — and we’ll also clarify what we do and don’t mean by statements like this. We hope this exploration also helps others (especially those who regularly talk or write about effective giving) discuss impact differences between charities in a clear and compelling way.

The language we used previously — “the best charities are 100x better than others” — is a good “broad brush” statement to encapsulate the reality that where you choose to donate has significant impact consequences. However, it runs the risk of being taken too literally while at the same time being quite vague.

The “than others” part of the statement — the best charities are 100x better 

? Is it most charities? A handful? Something in between? There’s no information about 

 are 100x worse than the “best” charities.

This leads us into the potential for misinterpretation: 

We’ve seen this statement be interpreted to mean that effective charities are 

, which is a stronger claim than we feel comfortable making. 

the case that highly effective charities are significantly more impactful than many other giving options

 more impactful (5x? 10x? 50x?) will vary, sometimes considerably, depending on which giving options you’re comparing! It’s also sometimes impossible to calculate — for example, if a charity doesn’t have cost-effectiveness data or reasoning behind its programs.

Another reason we chose to shift the language is that effective giving focuses on how

 can do the most good with their dollar. A truly exceptional 

 might be 100x better than an alternative giving opportunity, on average, but if it is already up to its ears in funding and can’t absorb more, then 

 to it won’t do 100x more good than the alternative.

Last but not least, making a general claim about charities “being better than other charities” begs the question “better by whose light” / “what is “good” here?” Even within the general framework of effective giving, there are several different 

 about which kind of donation opportunities are most impactful. By shifting to a donor-facing perspective, it is clearer that we’re evaluating this from the perspective of the donor’s 

, rather than claiming we have access to a “one true worldview” by which these charities are better than others.

For all these reasons, we think it makes sense to talk about this from the donor perspective, rather than comparing charities in an (ambiguous) vacuum.

Breaking down the claim: You can do 100x more good per dollar by donating to the best charities.

 Most of the principles linked above could easily increase your impact by a factor of 10 (depending on your starting point) which means that, in some cases, following just two of them could multiply your impact by 100.

 because some of these principles overlap with others; counting each one as a literal 10x boost that could then be multiplied with others would be double-counting. In other words, following all five probably won’t 10

When interventions in global health were studied via the DCP2 and DCP3 projects, there were drastic differences in their cost-effectiveness. The best interventions were

 more cost-effective than the median (an intervention in the middle of the lot) and 

 more cost-effective than the worst. Note that 

; charities implement interventions but may have added costs to do so. (For this reason and others, we don’t mainly rely on the DCP2 data to make the case that donors could 100x their impact or more, but we do think it illustrates how extreme variations in cost-effectiveness can be. See our 

Other data sets comparing interventions in other areas show similar patterns. For example, a 2020 

 comparing 150 education interventions attempting to improve learning outcomes in low and middle income countries found that the best interventions were, on average, 

 more cost-effective than the median, and as stated in the abstract: “The results show that some of the most cost-effective programs deliver the equivalent of three additional years of high-quality schooling (that is, schooling at quality comparable to the highest-performing education systems) for just $100 per child -- compared with zero years for other classes of interventions.”

The difference in cost-effectiveness of interventions 

 cause areas (for example, cage-free initiatives vs. global health initiatives) may be greater than when comparing interventions in the same cause area, but this depends on your value system.

For example, if you value getting chickens out of battery cages, 

 that $1 has paid for the freedom (from cages, not factory farms) of between 9-120 chickens. This is likely at least a 100x impact boost compared to donating that dollar to your local library, where it couldn’t buy too much. (But if you don’t value the freedom of chickens from cages, then you might not see this as an impact boost.)

We think our recommendations are incredibly high-impact, as shown by the 

 behind them, as well as meeting at least one (and often more) of these 

. However, whether they provide 100x better opportunities than other charities will depend on these other charities you compare them to and on your particular worldview. The charity evaluation space is still very young, and we’re confident it has far from identified or evaluated all highly cost-effective donation opportunities there are to be found. This is part of the reason why we offer a range of promising 

 on our donation platform in addition to 

, and there may be many more charities out there that we’ve never even heard of that could outperform our recommendations by some worldviews.

Depending on how you define “typical,” this is likely true in some cases and for some donors, and we’ve used language similar to this in the past. For example, one could define a “typical” charity as a popular donation choice. If we go with that definition, then it’s notable that the 

most common place to donate is to a religious institution

. Compare what $5 could buy donated to (say) one’s local church to what it could buy if donated to an organisation like the Against Malaria Foundation, where it could protect two people for two years from the devastating and painful disease of malaria, and a 100x impact boost would probably be an understatement by most worldviews, even considering the benefits it would bring to the church or the church’s community work.

That said, given the wide range of definitions for “typical,” we no longer use language like this. For example, a charity like Amnesty International or International Rescue Committee could very well be considered “typical” given its large donor base and high name recognition. Due to the types of programs these “typical” charities operate and the absence of an evaluation from an 

, we feel confident that donors can reasonably expect to have much more impact by giving to our recommendations over these charities. Yet, part of the reason for this is that we just don’t know how impactful Amnesty International and co. are (and absent this evaluation, we don’t think donors can know either). Therefore, while we want to encourage donors to support programs where we have much higher confidence of impact, we don’t want to be misinterpreted as claiming that our recommendations are 100x better than charities like these. It could be much more than 100x, or it could be much less.


Your impact can vary significantly depending on where you choose to donate. We’ve said this for years, and we’ll continue to say it.

In other words, shifting the language we use to make this point doesn’t change our charity recommendations or core premises.

Rather, it addresses a very real concern: if the language used to make this point leaves open the potential for misinterpretation and/or misrepresentation, we run the risk of encouraging unsupportable statements. If unsupportable statements are used to discuss this topic, confusion around this could overshadow the (quite supportable) and 

 opportunity we have – through our donation decisions – to drastically increase our impact and build the world we want to see.

Take a pledge during Giving What We Can's Pledge Week 2024, and join a community of close to 10,000 people committed to giving effectively across the globe.

Pledge Week 2024

Here's how you can get the most out of our Pledge Week (Dec 16 - Dec 22), if you're thinking about taking a pledge to give and being part of our first 10,000 pledgers! 

Join our Q&A sessions for Pledge Week to get your questions answered

Join a group call to ask your questions and hear what other people are thinking about! Grace and James have been pledgers for many years themselves so can answer practical questions as well as provide details about the pledges we offer.

Monday 16th December London 6pm / Berlin 7pm / NYC 1pm / SF 10 am

Monday, December 16th, 8pm New York City / 5pm San Francisco, Tuesday 17th: 12pm Sydney / 9am Singapore

Read more about why you should consider taking a 10% Pledge or Trial Pledge:

starting with a 3% Trial Pledge before taking a 10% Pledge

You can also ask our community on Slack about their experiences.

Pledge with others during signing and celebration events!

Taking a pledge is a big milestone - to celebrate the occasion, come along and take a pledge at the same time as others, and get to meet other new people in the community! We’d love to have you be part of it!

Pledge Signing and Celebration with James:

Thursday, December 19th, London 6pm / Berlin 7pm / NYC 1pm / SF 10 am

Pledge Signing and Celebration with Grace:

Thursday, December 19th, 8pm New York City / 5pm San Francisco, Friday 21st: 12pm Sydney / 9am Singapore

You could even share it on social media in honour of Pledge Week, if you’d like – LinkedIn has been a particularly welcoming place lately! 

(If you don't want to share it, that's fine too — taking it still helps inspire others by getting us closer to 10,000 active pledgers, a significant milestone on the way to cultural norm territory!) 

You can help support Pledge Week 2024 by posting about your pledge and/or sharing resources with friends/family. We've gotten feedback that it would be helpful to have some sample templates, so we've included some options below. Feel free to use/adjust them!

Post about your 10% Pledge or Trial pledge, in honor of pledge week. 

Sample 1 (use this if you want to blame GWWC for why you are sharing!)

Talking about charity is still a social taboo, but Giving What We Can is trying to change that. So in honor of Pledge Week, I'm following their advice and posting about my decision to donate a percentage of my income to the charities I believe can best improve the lives of others. I'd love to talk to my network about why and how I do this, and why I believe it's important to talk about charity. Can I count on at least three people to ask me about it? 

When I first heard about the reasoning behind the 10% Pledge, I was shocked at the power we all have to impact the world through our donations, especially when we choose charities with as much care as we make other decisions. I found the donation advice at Giving What We Can really helpful, and I'm a big fan of their mission to help make giving effectively and significantly a cultural norm. To help, I'd love to share a bit about why I've taken a public pledge to donate a percentage of my income to the charities I believe (based on expert research and reasoning) can best improve the lives of others, since I think many in my network might be interested in doing something similar! Drop me a line or comment here and let's talk about it!! 

I thought this video was really interesting — its from an org I'm a member of (I've actually taken the Pledge they mention at the end) and I've been meaning to bring this up bc I thought you might find it interesting too. Curious to hear what you think about it! 

So it turns out I'm in the top x% of global income earners! https://www.youtube.com/watch?v=ekIRVhbpiQw

Sample 3

This video on global wealth inequality is crazy! I'm actually a member of the org that put it out — I think they're pretty good. Curious to hear what you think about the pledge idea they mention at the end — I've done it but have been nervous to bring it up with anyone...given your background in x, though, I figured you might have some thoughts about it? Would be keen to hear them! 

Sample 1

I just took this [x amount of time] ago! Super curious to hear what you think about it, actually — been meaning to ask, given your interest in X. https://www.youtube.com/watch?v=0B3ewE9q4Gg

Not sure if I've mentioned the 10% Pledge before, but I thought this video about why it was created was pretty interesting. I've actually taken it myself for some of the same reasons Toby talks about in the video. If you have time to watch it, I'd love to know what you think. 

This is from an org called Giving What We Can that I really like! Been meaning to share their site with you because they have really great research and recommendations for where to donate that I've found super useful! 

Here are the best charities to donate to this Giving Tuesday and in 2025. These recommendations are based on thorough impact-evaluations and are our research team's top picks.

2025 charity recommendations are in! 

If you’re looking for vetted, cost-effective options this Giving Tuesday (and throughout 2025) check out the 

newly updated list of our research team’s top recommendations

. We think these are among the best places to donate if you’re looking to maximise the impact of your next dollar – and be confident your money is leading to real impact.

As we start to wind down towards the end of the year, Giving Tuesday can help us take action on giving back, and help prompt us to finalise our giving before year-end.

So without further ado, here are our 2025 charity and fund recommendations:

Can't decide?

You may notice that our recommendations are similar to last year’s. This is because we base our charity recommendations on the research of vetted, 

 work – are best suited to help donors maximise the impact of their next dollar.

through investigating six evaluator programs

 – we determined that we could confidently rely on EA Funds’ Animal Welfare and Long-Term Future funds, Longview’s Emerging Challenges Fund, and GiveWell’s funds and research. This year, we re-evaluated ACE’s Movement Grants and Charity Evaluation Program, and we also evaluated the Founders Pledge Global Health & Development Fund. We determined that of these three, we were only confident recommending the ACE’s Movement Grants program at this time. 

Read more about our 2024 evaluator research

We also felt confident that the evaluators whose research we deferred to last year would likely take a similar approach and so maintain similar marginal cost-effectiveness this year, so we’ve kept those recommendations active (though plan to re-evaluate some of these next year at the two-year mark.) That said, we made one exception last year and recommended an individual charity that was not recommended by any of our vetted evaluators – The Humane League. We didn’t feel confident continuing to rely on that recommendation this year without a re-evaluation since we think charity programs can change more quickly than grantmaking programs, so we’ve removed The Humane League from our list (though we still think it’s an option worth considering and you can still donate to it via our donation platform.)

Many of our recommendations are funds. Funds allow donors to pool together money that then will be distributed to projects or charities that are chosen by expert fund managers. This allows donors to access donation opportunities they might not otherwise get access to, like supporting specific grants such as 

funding the rollout of the malaria vaccine

 in Ghana, Kenya and Malawi. Funds also allow for donations to be allocated where they are most needed at that time, which generally leads to higher cost-effectiveness on the margin. 

Learn more about the advantages of donating to funds.

We wish you a very happy giving season, and please feel free to share our research and guides with others who may be looking for exceptional donation opportunitie

 (check out a GWWC local or online community group!)

Interviews with people who have taken the Giving What We Can pledge

Enter for the chance to direct a large pot of money to the charity of your choosing! A donor lottery encourages careful, well-researched, donation decisions — for more impact!

Blog

Why I took the 🔸10% Pledge before earning an income

How I moved from donating 3% to a 10% Pledge

Comparing effective giving to other forms of charitable donations: Dos and Don’ts

Pledge Week 2024

2025 charity recommendations are in!

The 2024 Giving What We Can Donor Lottery is now open

GWWC's Community Celebrates our 15th Anniversary

Taking the 10% Pledge whilst living in an informal settlement: An interview with Tom Delaney

The virtues of virtue signalling

How Peter Singer’s ideas transformed my life