Appendix

Context and Diagnostics

Figure A.1 Website Bounce Rate by Age

Figure A.2 Demographics of Website Donors

Panel A. Website Donors by Gender

Panel B. Website Donors by Age

Panel C. Website Donors by Country

Figure A.3 Total Website Donations and Donations per User by Age

Figure A.4 Number of Website Donations by Day of Week

Figure A.5 Number of Website Donations by Age and Day of Week

The Intervention

Figure A.6 Sample Questions for Decision-tree Quiz

Subject: Take the quiz. Join the movement.

Take this easy quiz to figure out your best charity match!

1. What charitable cause is most important to you? a. Empowerment for women and girls b. Preventing infectious diseases like malaria c. Ending hunger & malnutrition d. Improving charitable effectiveness e. All of the above

2. Do you have a preference on the location of the charity? a. Yes b. No

3. What is your target donation amount? a. $25/month b. $50/month c. $100/month d. $200/month e. more than $200/month

4. Are you ready to make your donation now? a. Yes! I’m ready and excited to partner with The Life You Can Save. b. Nope! I need a little more time.

Congratulations, you’ve been matched with Charity X!

Share your quiz results on Facebook, Instagram, and Twitter

Figure A.7 Sample Email for Book Sharing, Gift-Giving Frame

Subject: Give The Life You Can Save to your friends for free

The Life You Can Save changed your life, and now you can change someone else’s

You’re already familiar with Peter Singer’s landmark ideas and now you can share the book with a friend. Together, we can build a community that is part of the solution: protecting others in extreme poverty while doing good in your own life.

For a limited time only, send Singer’s book to two of your friends or family members. They’ll be able to download the book for free, in whichever format they prefer (including an audiobook).

Simply copy the sample email below and send it to your friends. It’s that simple, and you can share Singer’s life-changing ideas.

Copy here:

Hi friend!

I want to share a special book recommendation with you. I read Peter Singer’s book, The Life You Can Save, and learned about how I can do more to help end extreme poverty around the world. You don’t need to be brave to save a life, we can do it easily just by changing the way that we donate to charity. I enjoy being a part of the solution while bringing fulfillment to my own life.

You can download the book for FREE here: https://www.thelifeyoucansave.org/the-book/

I’m looking forward to talking with you about the book!

Figure A.8 Sample Email for Book Sharing, Community-Building Frame

Subject: We need your help to build the effective altruism movement

Help build our community by sharing The Life You Can Save today

Peter Singer’s transformative vision for the world includes everyone who can give, giving to effective charities. We need your help to build a community that is part of the solution: protecting others in extreme poverty while doing good in your own life.

For a limited time only, send Singer’s book to two of your friends or family members. They’ll be able to download the book for free, in whichever format they prefer (including an audiobook).

Simply copy the sample email below and send it to your friends. It’s that simple, and you can share Singer’s life-changing ideas.

Copy here:

Hi friend!

I want to share a special book recommendation with you. I read Peter Singer’s book, The Life You Can Save, and learned about how I can do more to help end extreme poverty around the world. You don’t need to be brave to save a life, we can do it easily just by changing the way that we donate to charity. I enjoy being a part of the solution while bringing fulfillment to my own life.

You can download the book for FREE here: https://www.thelifeyoucansave.org/the-book/

I’m looking forward to talking with you about the book!