ANNUAL 2018 REPORT 2018 ANNUAL REPORT A MESSAGE FROM THE EXECUTIVE DIRECTOR

Looking Back & Looking ForwarD A Message From the Executive Director

In our 2017 annual report, I wrote changes in how we operate. These that “in 2018, we will significantly have already produced benefits in increase our efforts on both 2019 and show promise for leading partnership development and to even greater opportunities going expanding in new markets where forward. there is an enormous opportunity In 2018, we continued to see strong that we have not previously had the growth in our key metrics. Our most resources to exploit. Further, we important metric, “Net Impact” (the will intensify our efforts to recruit Our “Leverage Factor,” (the ratio In fact, much of our efforts in 2018 money we raise for our Recommended high net worth and ultra high net of money raised for our RNPs were spent on projects that reduced Nonprofits, or RNPs, minus our worth donors for support of our to our operating expenses) was our short-term leverage factor, but operating expenses), reached nearly recommended nonprofits and The about 11:1, i.e. ~$11 was raised that we expect to be major drivers $4.8 million, up 43% relative to 2017. Life You Can Save itself.” As we for our recommended nonprofits of our organization’s activities in Since 2014, our Net Impact has grown planned, this shift in emphasis for every $1 we spent running our 2019 and beyond. We’re particularly at a 73% compound annual growth guided our work last year and led to organization. This was down slightly excited about three projects that rate, demonstrating our consistent from last year’s 13:1 ratio because we expect to dramatically widen ability to increase the amount of money our expenses grew at a faster rate our audience and grow support for we move to great causes. Web traffic than the donations we influenced. effective interventions: was down ~30%, though we did not Our expenses are still quite low, Since 2014, our Net Impact has view this as a major point of emphasis • Our Team is working with our grown at a 73% compound annual at around $460,000 a year, but founder on a 10th in 2018 given our prioritization of high increasing our size has allowed us growth rate, demonstrating our net worth fundraising and partnership anniversary updated edition of consistent ability to increase the to add much-needed capacity. We’re development. We expect this decline Peter’s landmark book The Life amount of money we move to confident this expansion will allow in web traffic to be a short-lived You Can Save: How to Do Your great causes. us to have a greater impact over Part to End World Poverty, which, phenomenon, as the projects described the long-run, and we’ll continue to below should be sustainable drivers of of course, we are named after. We look for ways to invest in long-term will be creating and distributing web traffic growth. growth.

2 3 2018 ANNUAL REPORT A MESSAGE FROM THE EXECUTIVE DIRECTOR

the new version in print, ebook and audiobook forms, and are lining up an exciting group of Our Team is working with our high-profile names to be chapter founder Peter Singer on a 10th narrators of the audiobook. The anniversary updated edition of relaunch is scheduled for late Peter’s landmark book The Life 2019. You Can Save: How to Do Your • In late 2018, we formed a Part to End World Poverty partnership with Samhita Social Ventures, a highly successful Corporate Social Responsibility (CSR) organization in India. The other 2018 achievements and 2019 new organization, called High plans in the body of this report. Impact Philanthropy (HIP), will do the same type of work that TLYCS On behalf of our Team and our Board does, but it will be raising money of Directors, I want to thank all of to be used only in India, where the donors who are helping our there are over 500 million people recommended nonprofits and TLYCS living in or close to the extreme to effectively address global extreme poverty line. poverty. Of course, I also want to • In the second half of 2018, we thank our Team for their skill and also laid the groundwork for The dedication and our Board for their Life You Can Save Australia. Our ongoing support. founder Peter Singer’s home Good Giving. Good Living. country has always been our second largest market in money moved, and the new entity will help unlock further opportunities. Charles Bresler, Ph.D. Fully launching by mid-2019, our Australian affiliate will raise funds for many of our RNPs.

You can read more details about these exciting initiatives as well as

4 5 THE ENORMOUS OPPORTUNITY 2018 ANNUAL REPORT 2018 THE YEAR IN NUMBERS

2018 THE YEAR IN NUMBERS New Focus drove growth in 2018: Money Moved has grown consistently, dwarfing our modest expenses. High Net Worth Individuals & Partnerships

5 yr $6,000,000 compound Metric 2018 2017 1 yr % annual Change growth rate $4,000,000 $2,213,893

$1,057,296

$2,000,000 NET IMPACT $4,785,168 $3,349,567 43% 73% Moved Money $2,572,271 $3,033,793

0 2017 2018

Money Moved $5,247,686 $3,629,567 45% 60% Online Donations High Net Worth Individuals (’s website or our & Partnership Donations recommended nonprofits’ websites) (New priorities)

EXPENSES $462,518 $280,000 65% 17%

LEVERAGE RATIO 11.35 12.96 -12% 37%

6 7 THE ENORMOUS OPPORTUNITY 2018 ANNUAL REPORT 2018 THE YEAR IN NUMBERS

2014 -2018 THE LIFE YOU CAN SAVE’S IMPACT Year in numbers: A closer look at our key metrics.

Total Money Moved Expenses Net Impact

$6,000,000

$4,000,000

$2,000,000

0 2014 2015 2016 2017 2018

YEAR TOTAL MONEY MOVED EXPENSES NET IMPACT

2014 $810,573 $215,000 $595,573

2015 $1,554,052 $281,242 $1,272,810

2016 $2,686,935 $300,000 $2,386,935

2017 $3,658,944 $285,000 $3,373,944

2018 $5,250,000 $460,000 $4,790,000

8 9 2018 ANNUAL REPORT EXPANDED HIGHLIGHTS

controlling how the book is distributed, participation of high-profile personalities EXPANDED HIGHLIGHTs including the pricing. Another advantage as chapter narrators. We are very is that we can integrate donation and excited to have a great list of prominent THE BOOK subscription requests and other calls to supporters who have agreed to donate action into the e-book and audiobook. their time (and voices) to the project. We have purchased the rights to These mechanisms will make it much The track record of the original book Peter Singer’s book The Life You Can easier to influence readers, even those makes us confident that people who Save, and a major project for 2019 is who do not read the entire book. And of learn of it will find it compelling and creating and distributing an updated course we now have an organization to actionable. Our goal therefore is to version in ebook, audiobook and print build and support these processes and distribute the new book as widely formats. Up until now, the rights to to develop relationships with the new as possible through a wide range of the English version of the book have donors we’ll reach, whereas TLYCS didn’t promotion channels, particularly among been held by publishers, but in 2018, exist when the book was first written in audiences with a high capacity for TLYCS arranged for the reversion 2009. of worldwide English language giving and/or influencing. rights to the author by purchasing With the audiobook in particular, those rights from the US publisher, we expect to generate a high level DONATE TO THE BOOK PROJECT > and receiving those rights from the of interest and readership with the Australian publisher (Text), and the UK publisher (Pan MacMillian). Peter of recommended charities (from then generously donated them to We’ve wanted to pursue a project like this for a long time, but needed which many of our recommendations TLYCS, giving us complete control to acquire the rights to all the different versions of the book first. Yoshi are derived) by donors who learned of of distribution, marketing, public Inoue, our incredible pro bono lawyer, was indispensable in this effort. relations and pricing. GiveWell from the TLYCS book, TLYCS organization and/or Peter Singer. First published in 2009, the book The Life You Can Save has been Given this history, if the updated highly influential over the past edition comes close to replicating Yoshiko Inoue decade in inspiring people to donate the impact of the original, it will Director, Legal to charities that cost-effectively already be a major success. But we’re The Life You Can Save help the global poor. The resulting particularly excited about this project TLYCS organization has in turn because the new version will have A seasoned lawyer with experience in both the raised millions of dollars for such advantages over the first one that private and public sectors, Yoshi donates her time non-profits. Additionally, we think will propel it to a whole new as The Life You Can Save’s volunteer Legal Director. evaluator GiveWell has tracked tens level of exposure and influence. of millions of dollars given to its list A key way we plan to achieve this is by 10 11 2018 ANNUAL REPORT EXPANDED HIGHLIGHTS

INTERNATIONAL GROWTH: INDIA and AUSTRALIA In 2017, we began branching We feel that there is out beyond our US presence enormous opportunity for an by establishing TLYCS UK (in organization like TLYCS in partnership with Prism the Gift Fund) India, a country where over to introduce our organization to UK 500 million people live in or donors and to provide them with the close to extreme poverty, ability to make gifts to many of our recommended nonprofits that qualify for Gift Aid. In 2018, we continued our international growth by setting up entities in Australia and India. do the same type of work that TLYCS does, except it will be raising money High Impact Philanthropy to be used only in India. Our partners (HIP), India at Samhita are smart, experienced, mission-aligned, and well connected We feel that there is enormous in India’s philanthropic world. India opportunity for an organization like has a law requiring companies to TLYCS in India, a country where over donate 2% of profits to charity, and 500 million people live in or close to Samhita’s extensive CSR network the extreme poverty line, but where provides a strong base from which there is also a significant amount HIP can draw to influence the impact of wealth and generosity. To enter and cost-effectiveness of these the Indian philanthropic ecosystem, nonprofit donations. we have partnered with Samhita Social Ventures, a highly successful Our thanks to two former TLYCS Corporate Social Responsibility volunteers, Neela Saldanha and (CSR) organization in Mumbai, Vidushi Sharma, who have each been to form a new organization: High integral to our India planning. Impact Philanthropy (HIP). HIP will

12 13 2018 ANNUAL REPORT THE SAMHITA & HIP TEAM

a Gold Medal) in commerce from THE SAMHITA & HIP TEAM Mumbai University. She also holds an Executive Education degree from on establishing SRM University’s Harvard Business School. Entrepreneurship Cell, designing and implementing a marketplace Priya will play the role of an advisor literacy program in rural Tamil Nadu to HIP, providing the team with in collaboration with the University critical strategic inputs as the entity of Illinois Urbana-Champaign and grows and establishes itself in India, with the artisans of Odisha to and evangelizing the initiative within enhance their livelihood. She has India’s philanthropy ecosystem. also interned with PRS Legislative Research where she worked to develop several citizen engagement Priya Naik products around Members of the Strategic Advisor Anshula Madhavan Legislative Assembly (MLAs) and India Manager State Legislatures. Priya founded Samhita as part of the Nadathur family’s social initiatives. Anshula has a bachelor’s degree At Samhita, Anshula is a part of the Previously, she co-founded The in electrical and electronics core team advising companies on Spark Group, an education incubator engineering from SRM University their CSR strategies and also plays that delivered affordable education and her interest in social impact a key role in supporting Samhita’s to low-income communities in India. drew her to a PG Diploma in Liberal strategic pursuits. Anshula will be She has worked as a researcher Studies from the Young India responsible for leading the day-to- at the Poverty Action Lab at Fellowship at Ashoka University in day execution of HIP’s activities, the Massachusetts Institute of Anushree Parekh including stakeholder management. Delhi, India. She previously worked Technology (MIT), as a consultant India Lead with the International Finance Corporation in Ghana, Senegal, Anushree leads the Knowledge and Nigeria and Cameroon and as an Research practice at Samhita and accountant with Arthur Andersen. has extensive research experience Priya has a master’s degree in with private and third sector economics from Yale University, organizations in the UK. She is a master’s degree in public policy a social researcher with a track from the University of Michigan, Ann record of producing evidence-based Arbor and a master’s degree (and analyses and reports.

14 15 Fistula Foundation D-Rev 2018 ANNUAL REPORT THE LIFE YOU CAN SAVE AUSTRALIA

and trial new forms of the Giving Prior to Samhita, Anushree was a decisions among the pension fund The Life You Can Save Game researcher with New Policy Institute, and asset management industry in Australia a progressive think-tank based in the UK. In 2018, we hired Rickard Vikstrom • Celebrating the 10th anniversary London, where she designed and to be our Director of Development of the book Anushree is an economics graduate implemented customized research and to also establish and head up from St. Xavier’s College, Mumbai and We are also inviting people to solutions for a range of clients on The Life You Can Save Australia. This has pursued her master’s degree in become Founding Partners of a variety of socio-economic topics. new affiliate charity, set to launch Development Studies from School of The Life You Can Save Australia. She has also worked with Age UK, a by mid-2019, will bring our work to Oriental and African Studies (SOAS), By helping fund the organization’s charity aiming to improve the lives Peter Singer’s home country with the London. start-up costs and investments of those over 50, and FairPensions, a purpose of helping to alleviate global in fundraising, Founding Partners charity campaigning for ‘responsible extreme poverty and suffering. 2019 Anushree will lead the overall strategy have the opportunity to play a key investment’ based on the inclusion activities will include: and execution of HIP in India. role in changing the culture of of ESG principles in investment • Launching an Australian online giving in Australia and in supporting donation platform enabling new fundraising sources for our Australians to donate to most of recommended charities. our recommended nonprofits Fred Hollows Foundation Donations of AUD2 or more to The • Soliciting support from Life You Can Save Australia are tax- Australian philanthropists for our deductible in Australia. recommended charities’ major projects DONATE TO TLYCS AUSTRALIA > • Working with partners to develop

Rickard Vikstrom Director of Development & Director of The Life You Can Save Australia

Rickard has spent more than 10 years working for the United Nations and other global nonprofit organizations on growth, innovation and change as part of a commitment to making the world a better place.

16 17 2018 ANNUAL REPORT ???

Low from New Zealand and Students for High Impact Charity. Also participating The Life You can Save was the Altruistic Accounting Group Australia... set to launch by of the University of Technology mid-2019, will bring our work Sydney (UTS). Our partners at UTS to Peter Singer’s home country have made impressive progress in incorporating GG into the standard accounting curriculum there, and will pilot running a GG for hundreds of undergraduate accounting students GIVING GAMES in Fall 2019. This is a perfect example of how we want to embed Late in the year, we hired our first philanthropy education in curricula dedicated Giving Games (GG) across many subjects in schools employee. Kathryn Mecrow-Flynn around the world. joins us from Centre for Effective Altruism (CEA) and will be running philanthropy education workshops DONATE TO GIVING GAMES > as well as training GG facilitators in Washington DC and around DONOR RELATIONS the world. Kathryn’s addition is Another 2018 accomplishment particularly helpful as Jon Behar was enhancement of our donor (who has run GG in addition to his communications systems by Rickard role as COO) will be cutting back and our new Donor Relations his involvement with TLYCS to part- Manager, Angela Kalayjian, time in 2019, which will allow him CFP®. This included personalizing to stay engaged with the team and interactions and establishing its mission while pursuing other opportunities for donors to now opportunities. support TLYCS and our recommended As part of our GG growth, we hosted nonprofits through Planned Giving a training conference in Sydney, such as donor advised funds, led by the experienced Catherine bequests and stock gifts.

18 One Acre Fund19 2018 ANNUAL REPORT 2018 PLAN

Highlights from our of Dr. Mukwege’s pioneering work to Recommended Nonprofits heal women broken by violence and childbirth.TLYCS’s goal is to support NEW ADDITIONS TO OUR LIST the work done by outstanding In 2018, we added two new nonprofits to protect and improve the Village organizations to our list: lives of people in extreme poverty. Enterprise Consortium’s Seasonal Malaria We want to make it easier for these Chemoprevention (SMC) program nonprofits to fulfill their missions and Zusha!, a road safety project. by helping donors find and support Both of these additions were based them in these efforts. Village Enterprise’s Enterprise’s core model didn’t on GiveWell’s in-depth evaluations Development Impact Bond and leave them resting on their laurels; and endorsements of their work. Randomized Controlled Trial they also launched the first-ever outcome-based Development “Evidence” is one of the main Fistula Foundation Surgeon Impact Bond (DIB) for poverty criteria The Life You Can Save uses Wins Nobel Peace Prize alleviation in Sub-Saharan Africa. to recommend charities, and the The $5.3 million DIB aims to Dr. Dennis Mukwege, a Fistula already-strong evidence for Village transform the lives of 12,000+ Foundation-supported surgeon, Enterprise’s work got even stronger households in rural Kenya and was awarded the 2018 Nobel in 2018. A randomized controlled Uganda by creating 4,000+ Peace Prize for his work “helping trial (RCT), considered the “gold sustainable microenterprises over thousands of victims of sexual standard” of program evaluation, 3.5 years. This DIB is an innovative violence in armed conflicts in the found that Village Enterprise’s and performance-based financing Democratic Republic of Congo. Both microenterprise “Graduation” tool that is designed to demonstrate on a national and an international program led to increased how to cost-effectively scale a level he has repeatedly condemned consumption, assets, and income, Graduation program that sustainably impunity for mass rape and criticized as well as improvements in nutrition moves people out of poverty. the Congolese government and and subjective well-being. The study other countries for not doing enough Nobel Peace Prize Awardee Dr. included more than 6,000 of the Dennis Mukwege and Fistula DONATE TO to stop the use of sexual violence poorest households in 138 villages VILLAGE ENTERPRISE > against women as a strategy and Foundation CEO Kate Grant in Uganda, and was conducted by weapon of war.” Innovations for Poverty Action, Evidence Action: Being wrong another TLYCS-recommended Fistula Foundation, says CEO Kate DONATE TO in the right way FISTULA FOUNDATION > charity. Grant, is honored to have provided Evidence Action takes inexpensive, a little over $2.3 million in support This powerful validation of Village evidence-backed programs that help

20 21 2018 ANNUAL REPORT HIGHLIGHTS FROM OUR RECOMMENDED NONPROFITS Evidence Action

PHC’s redesign, in partnership included in Fast Company’s list of The with Vodafone, of a fortification World’s Most Innovative Companies device called a “dosifier,” won a for 2019 and they were a 2018 Fierce IoT Evolution Product of the Year Innovation Award Winner. Award. The dosifer collects mill DONATE TO By preventing health problems like EVIDENCE ACTION > production data and transmits it birth defects, child development automatically to a central, cloud- issues, and blindness before they based database, allowing Sanku- occur, PHC’s solution creates PHC to reduce costs, remote sustained impact at scale in the monitor, streamline staffing, and lives of sub-Saharan Africans by improve efficiencies. the global poor and brings them to By halting a project that isn’t putting lifesaving nutrients into the mass scale. But what happens when performing well, Evidence Action food that hundreds of millions of the evidence starts to change as the is able to devote more resources malnourished people eat every day. program scales up? to those that are, like its flagship programs, Dispensers for Safe In 2018, Evidence Action had to ask Water and Deworm the World, each that question about its No Lean of which reach millions of people This new technology allows precision Season program. No Lean Season a year and have room to grow. And production and monitoring for the had delivered impressive early Evidence Action Beta continues to small, remote mills that produce food results, but when data from a scaled- design, prototype, test, and deliver for the vast majority of the population up version proved disappointing, new interventions that will be in the areas where Sanku-PHC is Evidence Action lived up to its name. brought to scale when the evidence working, and will significantly expand Based on the new evidence, they holds up along the way. their reach. took action and stopped fundraising The dosifiers also helped PHC win the for the program. DONATE TO EVIDENCE ACTION > Zayed Sustainability Prize in the food We applaud this behavior, and category, earning them a $600,000 Sanku-PHC CEO Felix Brooks- encourage other nonprofits to follow award. The award noted “Sanku has Project Healthy Children Church accepts the Zayed Evidence Action’s example. The currently installed 150 fortification Sustainability Prize from His organization’s honesty has won Project Healthy Children (PHC) was machines in flour mills across five Highness Shaikh Mohammad Bin them plaudits in high-profile articles recognized multiple times this past East African countries, impacting the Zayed, Ruler of Abu Dhabi such as Why this charity isn’t afraid year for its innovative food fortification lives of almost one million people to say it failed and A charity just work that addresses disabling, and daily by providing them safer and admitted that its program wasn’t often deadly, “hidden hunger.” healthier food sources.” To top off DONATE TO PROJECT HEALTHY CHILDREN > working. That’s a big deal. this recognition streak, PHC was

22 23 ??? 2018 ANNUAL REPORT Population Services International

GiveDirectly’s Universal Basic Conclusion Income program Over the last five years, TLYCS has built a 2018 marked the first full year of Give strong track record of growth and impact. Directly’s groundbreaking Universal We’ve demonstrated that our work can Basic Income (UBI) experiment, which help the global poor in a leveraged way, launched in late 2017. and that we can move much more money to great causes than we spend on our UBI is an approach to economic operations. security in which the government provides each citizen with an amount In 2019, we will focus on maximizing of money, regardless of work—no the long-term impact of the The Life You strings attached. Advocates say Can Save 10th Anniversary book launch, the system could be a smart and our new Australian entity,and our Indian straightforward way to lift millions venture (HIP). The investments we out of poverty. Detractors argue that make to maximize the success of these recipients will waste the money, or stop projects necessitates increasing staff working. and operational expenses like technology and marketing. In the short-term, this To help shed light on this debate, Give will perhaps lower our leverage, but the Directly is studying approximately money we raise for our recommended 16,000 people across about 120 Seva nonprofits should continue to increase villages. It will compare people who and in the medium and long-term, we receive a long-term UBI, a short-term expect the size of our community to UBI, a lump sum payment, and a grow dramatically. In sum, we believe the control group.This will be the largest investments we are making will benefit UBI experiment in history and the both our recommended nonprofits and results have potential implications the culture of high-impact giving. worldwide. To everyone who has supported TLYCS and DONATE TO our recommended charities, we thank you GIVEDIRECTLY > for being part of this important mission.

View the full list of our recommended charities: LIST OF CHARITIES >

24 25 2018 ANNUAL REPORT APPENDIX

APPENDIX DONATIONS BY CHARITY LABEL DIRECT referral referral partner- hnw total Note: You can find detailed explanations $ Moved by Type (reported) (estimated) ships about our methodology, including how we amf $137,389 $921,182 - $148,894 $100,000 $1,307,465 categorize our money moved and how we As described in the report summary, think about “counterfactuals” (what would our shift in strategy toward prioritizing fistula foundation $111,889 $309,237 $1,280 $6,692 $600,000 $1,029,098 have happened if we didn’t exist) in last donations from Partnerships and High Net year’s annual report. Readers should also Worth (HNW) individuals drove our strong dmi $23,898 - $11,385 $852,750 $35,000 $923,124 growth in 2018. The table below breaks be aware that these metrics exclude One village for the World, for which The Life You Can down our Money Moved by type, providing enterprise $33,298 $7,803 $1,440 $2,202 $600,000 $644,743 1 additional granularity to that narrative. Both Save serves as a fiscal sponsor. give directly $122,255 $345,631 - $171,442 - $639,328 Partnerships and HNW showed strong This appendix aims to provide readers with growth; by contrast, all three of the types sEVA $48,646 $19,477 $9,245 $224,708 - $302,076 a deeper understanding of our “Money of online Money Moved that we track were evidence action $79,296 - $31,490 $105,126 - $215,912 Moved,” a critical figure which underlies our (roughly) flat.2 most important metrics. sci $46,649 - $20,650 $132,439 - $199,738 ipa $22,555 $29,988 $440 - $115,000 $167,983 psi $69,546 $34,069 - $9,523 - $113,138 CATEGORY 2017 2018 %CHANGE oXFAM $61,749 - $13,448 $22,451 - $97,648 On TLYCS site $1,056,714 $1,016,857 -4% hELLEN kELLER iNTL (vas) $18,522 - $16,020 $57,908 - $92,450 On RNP* sites phc $47,831 - $19,030 $5,950 - $72,812 (reported to us) $1,308,737 $1,743,359 33% lIVING GOODS $24,680 $36,477 $720 $3,027 - $64,904 On RNP sites (Estimated) $206,820 $175,448 -15% ONE ACRE FUND $46,455 $9,912 $1,200 $8,032 - $64,879 D-REV $31,531 - $14,200 - - $45,731 Partnerships $452,821 $1,789,045 295% GAIN (IODIZATION) $30,985 - $12,635 - - $43,620 High Net Worth $648,200 $1,450,000 124% (smc) $5,601 - $4,135 $31,971 - $41,707 TOTAL $3,673,292 $6,174,709 68% POSSIBLE $29,404 - $6,710 $4,214 - $40,328

OFFLINE TOTAL $1,101,021 $3,239,045 194% IGN $23,236 - $9,145 $1,687 - 34,067

ONLINE TOTAL $2,572,271 $2,935,664 14% fred hollowS - $30,303 - - - $30,303 zusha $1,352 - $2,275 - - $3,627

1 Including One for the World would increase our 2018 money moved by ~$200,000 and our expenses by TOTAL $1,016,857 $1,743,359 $175,448 $1,789,015 $1,450,000 $6,174,679 ~$42,000. At time of writing, One for the World is hiring new leadership that will help decide how closely integrated they will be with the rest of The Life You Can Save. Pending that decision we’ve chosen to exclude them from our metrics, particularly since One for the World has been operating largely independently. 2 These include estimates for donations that occur on the websites of RNPs that are unable to track which donations we influence; this category now accounts for <4% of our money moved. 26 *Recommended Nonprofits 27 2018 ANNUAL REPORT GiverDirectly

Online Donation Analytics Online donations by user Google Analytics provides us with valuable acquisition channel insights into who is donating on our site One of the main cuts of data we look at is (unfortunately we don’t have such information “acquisition channel,” which tells us how for offline donors or those we refer to our users arrive at our website. About half the RNPs). Please note that these numbers money donated through our site comes include some imprecision (including only from donors who find us through “Organic counting the initial gift of a recurring donation) Search” (e.g. by doing a Google search). Note and some missing data (e.g. Google only that “Paid Search” reflects our free Google provides demographic data on a subset of adwords allocation for nonprofits, not ads we users). Our general takeaway from this data pay for. We expect this channel to convert at is the same as last year: we have a long way a much lower rate than other channels. to go in our efforts to reach a mass audience; our current user base still exhibits a great deal of demographic concentration.

E-commerce ACQUISITION USERS TRANSAC- conversion REVENUE % OF CHANNEL TIONS rate REVENUE

organic search 169,280 1,497 0.74% 387,394 53% Hellen Keller International google grant 141,102 250 0.16% 27,681 4% adwords

direct 60,770 846 1.15% 160,104 22%

referral 24,431 254 0.86% 40,746 6%

social 13,891 276 1.61% 27,263 4%

email 6,094 288 2.90% 82,801 11%

(other) 2,522 40 1.23% 9,751 1%

Display 23 4 13.79% 147 0%

28 29 2018 ANNUAL REPORT APPENDIX

Online donations by age over 60% of donations come from people Online donations by other tax-advantaged means. Therefore between the ages of 25-44. As mentioned this table may be most useful in gauging cohort last year, we suspect that older members of COUNTRY the relative magnitudes of our audiences in While we do see donations from donors our audience disproportionately favor offline The U.S. accounts for most of our online various non-US countries. Not surprisingly, of all ages, our online donors skew young: giving, which isn’t captured in this data. donations by a wide margin. However, this even outside the US, our impact is quite picture is distorted because donations concentrated in English-speaking countries through our main website are only tax- (though this distribution was somewhat deductible for US donors, so we regularly reduced from previous years). direct international donors to give through E-commerce AGE USERS TRANSAC- conversion REVENUE % OF TIONS rate REVENUE

18-24 41,292 258 0.52% 18,110 5% E-commerce % of COUNTRY USERS TRANSAC- conversion REVENUE % OF revenue 25-34 51,886 638 1.01% 109,013 32% TIONS rate REVENUE excl. usA

UNITED 35-44 27,977 378 1.13% 103,127 31% STATES 185,020 2.260 1.02% 546,929 74%

45-54 19,444 173 0.76% 43,517 13% australia 34,334 275 0.61% 57,584 8% 30%

united 55-64 15,482 148 0.83% 29,873 9% kingdom 53,376 176 0.28% 22,522 3% 12%

65+ 15,440 129 0.72% 33,380 10% canada 26,082 163 0.52% 14,539 2% 8%

thailand 1,926 4 0.19% 12,852 2% 7%

new zealand 3,591 32 0.73% 6,370 1% 3% Possible italy 1,116 11 0.81% 5,603 1% 3%

ireland 2,397 15 0.54% 4,708 1% 2%

singapore 2,755 19 0.55% 4,389 1% 2%

spain 2,272 43 1.50% 4,324 1% 2%

30 31 2018 ANNUAL REPORT APPENDIX

NEW VS. RETURNING rate. In 2018, as in 2017, these factors Online donations by gender This year, we saw some shifts in behavior balanced out such that we received roughly across gender, as men accounted for We have far more new visitors to our half our donations from each of these Last year we observed: 55% of revenue in this data set (which website than returning visitors, but as you’d cohorts. continues to be particularly small sample “We see an interesting gender difference expect, the latter donate at a much higher size). Interestingly, in 2018 although men in our online giving, though we’re not continued to be twice as likely to donate, really sure what to make of it. Even they gave ~20% less per transaction though women make up the majority than women, reversing the previous of the visitors to our site (by a modest E-commerce year’s results. The sustained difference in NEW OR TRANSAC- % OF margin), male visitors are almost RETURNING USERS TIONS conversion REVENUE REVENUE conversion rates seems notable, though rate twice as likely to donate, and men we’re not sure exactly what actions to take donate ~20% more than women on as a result of this observation. average. Therefore, male visitors end NEW 407,924 1,790 0.44% 357,070 49% VISITOR up accounting for 65% of giving on our site. (Note that this data is based on a RETURNING particularly small sample size).” VISITOR 44,844 1,666 1.97% 378,817 51%

E-commerce GENDER USERS TRANSAC- conversion REVENUE % OF TIONS rate REVENUE Oxfam

FEMALE 104,049 710 0.56% 152,142 45%

MALE 81,438 1,044 1.05% 185,670 55%

32 33