Annual Report 2019 THE LIFE YOU CAN SAVE 2019 ANNUAL REPORT A MESSAGE FROM THE EXECUTIVE DIRECTOR

handful of major donors. Obtaining these It is critical that we, like other nonprofits, A Message from the large gifts was consistent with our pivot make investments which strengthen our in 2018 to placing an increased focus on organization. This could not be more true Executive Director major philanthropy by individuals and than with our book project and website family foundations. If we exclude the changes, both of which will pay dividends largest donation from our results, the in future years even without significant content and consistently improve the user increase in money moved in 2019 over new expenditures. experience. 2018 was 28%, which we still view as quite Another of our 2019 goals was to enter All of this was a significant investment positive given that, per above, some major new markets. We had one large success of time and financial resources that we fundraising efforts were on pause while and one effort that has not yet borne fruit. believe will have an enormous impact on our small team worked on the book and philanthropy over the coming years. the website overhaul. The Life You Can Save Australia launched in May 2019 and the first eight months of The Light Foundation’s substantial Not surprisingly, our expenses increased grant made this work financially operations exceeded our expectations by significantly, from ~$500,000 in 2018 to feasible. a large margin. We received donations of almost $1 million in 2019. We attributed A$1,333,172 (US$828,428) on operating Given the time and money that we put ~$367,000 of these additional expenses to into the book project, and because, as a expenses of only A$87,166 (US$54,164). For our organization, 2019 was the book launch. characterized by a massive consequence, we needed to limit some We were able to keep costs to a minimum team effort, led by our founder of our other work (e.g., partnership Even with the increase in expenses, we by leveraging the existing global Team , to update and development, major fundraising, our raised ~$13.50 for our recommended and infrastructure (e.g., website, global release online, free to anyone India launch), we are pleased by our nonprofits for every $1 we spent on staff, database etc.). The results are unusual in the world, his seminal 2009 overall 2019 results. Our “net impact” in operations (or $7:$1 if we exclude the when compared to new market entries book, The Life You Can Save: 2019 (money moved to our recommended large single donor). by large NGOs or companies, where it is nonprofits minus our expenses) increased How to do your part to end ~150% — to a little over $12 million, world . compared to ~$5 million in 2018.

Another major effort went into An important caveat is that about half of overhauling our website and placing it on this increase came from a single donor, a different content management system, and a significant proportion of the which makes it easier for us to update remaining growth was generated by a “ Our ‘net impact’ in 2019 (money moved to our recommended nonprofits minus our expenses) increased ~150% — to a little over $12 million,

compared to ~$5 million in 2018.” Image of Living courtesy Goods

2 3 THE LIFE YOU CAN SAVE 2019 ANNUAL REPORT 2019—THE YEAR IN NUMBERS common to expect negative or near-zero our recommended nonprofits vigorously, ROI in the first year(s) of operation. as their beneficiaries live in communities 2019—The Year in We are grateful to several Australian which are likely to be the most ravaged by supporters who chose to donate to our COVID-19. In saying this, let’s not forget Operational Fund, thereby enabling our Numbers the charities that are still doing impactful positive results. and cost-effective work that’s essential for those living in extreme poverty but which We had also hoped to form a partnership Compound with a local organization in India, but the may not be specifically COVID-19 related. annual 1 yr % growth rate alliance did not turn out to be a good fit Metric 2019 2018 change since 2014 Our plans for 2020 (see below) will be and we mutually decided that pursuing impacted by COVID-19 in ways we cannot Net Impact $12,324,021 $4,836,603 155% 83% it was not in the best interest of either organization. We still hope to form an yet anticipate, but we will try to maximize Money Moved $13,308,729 $5,299,121 151% 75% organization in India that is similar to The our impact as much as possible under Money Moved Without $6,785,298 $5,299,121 28% 53% Life you Can Save, either independently or the circumstances, while being cautious The Light Foundation through a partner. If restrictions related about our spending in light of all the Expenses $984,708 $462,518 113% 36% to COVID-19 permit, our current plan is to uncertainties which we, like everyone else, Leverage Ratio 13.5 11.5 18% 29% launch the updated book in India. are facing.

Through the Giving Game Project—a form I hope that our continued growth in of experiential philanthropy education— money moved to effective charities will we continued to educate people about the encourage you to consider making The importance of high impact philanthropy Life You Can Save itself part of your giving and introduce them to resources that portfolio. Based on our track record, can guide their effective giving journeys. every dollar donated to support our Our 2019 Giving Games Impact Report work can generate $7-$13 dollars for our outlines the evidence concerning Giving recommended charities—an ROI which we Games’ impact. hope you’ll agree is meaningful in many At the time of this writing in April 2020, respects. all individuals, families, communities, governments and nonprofits are dealing with very challenging, unprecedented events. Several of our recommended nonprofits have already responded Charlie Bresler by developing and executing specific Executive Director programs to help mitigate the damage of COVID-19 among people in low-income countries. Our commitment at The Life Make a donation

You Can Save is to continue to support Foundation Image of SCI courtesy

4 5 THE LIFE YOU CAN SAVE 2019 ANNUAL REPORT THE BOOK PROJECT

Impact Over Time The Book Project

$14,000,000 16 In 2018, we obtained and in shorter formats like reading guides, $12,000,000 14 transferred the distribution videos, graphics and synopses. 12 $10,000,000 rights for Peter’s landmark 10 The new book includes all new content, $8,000,000 book, The Life You Can 8 including updates on progress made in $6,000,000 Save: How to do your part 6 reducing global poverty; descriptions $4,000,000 to end world poverty, from 4 of organizations that are particularly traditional publishers to our $2,000,000 effective in contributing to such progress; 2 own organization, giving us individuals, companies and groups that $0 0 complete control over content, 2014 2015 2016 2017 2018 2019 are incorporating effective giving into Total Money Net Money Moved Without Leverage Rao distribution, marketing and, their lives and workplaces; revised pledge Moved Impact The Light Foundaon (Right Axis) most importantly, price— guidelines; and a new foreword, preface including being able to give and afterword. Besides leveraging the the book away for free and skills of our existing Team, the book measure success based on funds raised, not book sales.

In 2019, the book project was our entire Team’s primary focus. This ambitious undertaking, which we intend to build upon for several years as we work to increase the number of people who will download, read and share Peter’s book, has thus far been funded by a generous grant from The Light Foundation, as well as gifts from several other donors. In order to maximize the impact of Peter’s message, we will continue to plan book- related events (online and, eventually, in-person) and to create relevant content

for distribution partners who want to help Image courtesy of IGN Image courtesy of the Fred Hollows Foundation spread our message through the book or

6 7 THE LIFE YOU CAN SAVE 2019 ANNUAL REPORT THE BOOK PROJECT project required engaging professional in multiple formats, technology, marketing, assistance in a variety of areas, including events, etc. A special shout-out to the many project management, public relations, copy supporters who volunteered their time and editing, proofreading, indexing, publishing expertise to contribute to this work! Audiobook Celebrity Narrators

One of the primary reasons we believed that updating Peter’s book was highly warranted Charlie Bresler Nicholas D’Agosto Stephen Fry was that we would be able to reach a Executive Director of The Actor and artist Actor, author & director new and wider audience because of the Life You Can Save popularization, over the decade since the first edition, of ebooks and audiobooks.

We particularly felt if we could offer an audiobook version for free and have it narrated by well-known, mission-aligned personalities, the result would be especially compelling.

Marc Evan Jackson Michael Schur Paul Simon Download the Book Actor & philanthropist Writer & executive Singer/Songwriter & producer philanthropist

Thanks also to Hachette Audio for their management of the audiobook production and distribution and for allowing us Winnie Auma Shabana Azmi Kristen Bell Peter Singer Natalia Vodianova to offer free Uganda Country Director, Indian actress & activist Actress, singer, writer & Philosopher & founder of Model, philanthropist & downloads of it Village Enterprise director The Life You Can Save angel impact investor on our website.

8 9 THE LIFE YOU CAN SAVE 2019 ANNUAL REPORT NEW WEBSITE

Media Recognition and King & Wood Mallesons—sent the free book to their audiences’ inbox through New Website Media coverage about the book included tailored emails and newsletter features. interviews and articles by the Associated GiveWell added a pop-up on their site We wanted a great new modernize the website’s user experience, Press, CBS News, CBS This Morning, offering the free book to all their website streamline its messaging, and ramp up ABC Eyewitness News, Vox, The Big visitors while 80,000 Hours invited Peter website that would allow book conversions, as well as officially launch Think, Crazy Money, Devex and Nonprofit to their podcast to talk about the book download functionality as well the 10th Anniversary Edition of the Chronicles as well as social media posts and our organization. Finally, multiple as an improved user experience book. While they were at it, Bilberrry from many of our narrators. organizations, such as Giving What We for interaction with our would implement a flexible, user-friendly Can, Centre for and content and donation platform, content management system as well as a Free book the Centre for High Impact Philanthropy, especially in anticipation of the distribution through shared news about the book on their social increased traffic we expected solid infrastructure built for thousands of simultaneous file downloads. And all partners media channels. to get once the book was launched. of this was to be accomplished by Giving We want to grow these efforts even more We partnered with our recommended Tuesday—only 13 weeks from kick-off! in 2020 and beyond, so please contact us charities as well as other companies, We were thrilled to find a highly talented Bilberrry came through in a huge way—you if your organization or company would like organizations and groups who distributed and mission-aligned partner in Bilberrry, can read more about the amazing work to discuss a potential partnership. the free book (in its various formats) to a digital agency headquartered in Seattle. they did in a blog they wrote for us their supporters, customers, employees, Results so far The ambitious plan became for Bilberrry to about it here. boards and other stakeholders. Through We are pleased with how successful these initiatives, our partners were the book campaign has gone so far. In able to give their audiences access to a December, we distributed over 25,000 free, thought-provoking book while we copies across all formats and we acquired “...a flexible, benefited by getting our book in the hands ~10,000 new subscriptions to our email (and ears) of more people at no cost—a user-friendly list—a huge increase relative to the 15,000 win-win-win approach! content subscriptions we started the month with. management Our mission–aligned partners shared the Our web traffic for the month was up ~65% system as well as a book and its message in a variety of ways. over 2018, and excluding traffic from our solid infrastructure Some organizations—such as the Heath free adwords account, it nearly doubled Brothers, Angel News, Bain & Company (+99%). built for thousands of simultaneous file downloads” Discuss a potential partnership

10 11 THE LIFE YOU CAN SAVE 2019 ANNUAL REPORT LOOKING AHEAD Looking Ahead Content & Scoping New Distribution Markets

Our focus for 2020 will continue to be Following the success of the establishment distribution of the book and related of The Life You Can Save Australia, we’ll content around Peter’s message. We will be exploring options for establishing a create compelling short-form content larger presence in the UK and other new and “asks” to attract new audiences markets, thereby enabling more people © Evidence Action and to retain and invigorate existing in more countries to give effectively— IGN Image of courtesy followers. Distribution will be via a again, pending additional operational wide range of channels, including our funding. We’ll also be looking at options website, newsletter, social media, partners for publishing our book in other major networks and influencer engagement. A languages and for publishing partners. new platform we are currently trying out In terms of generating support for our Raising Funds for is Amazon’s KDP Select (Kindle Direct Fundraising own operations, we rely on voluntary Publishing), which moves our eBook donations to enable our work of spreading COVID-19 Response Of course the ultimate goal of all of our Peter Singer’s ideas and thus to reduce exclusively to Amazon.com in order to At the time of writing this report, all of increase downloads by leveraging their content, distribution and partnership poverty. We have a strong track record of our recommended nonprofits are pivoting significant traffic. This campaign includes efforts is to inspire more people to give generating $7-$13 for our recommended rapidly to safeguard their staffs and to paid ads on Amazon & strategic third-party more generously to our recommended charities on every dollar donated to our adapt their work in order to continue to book publishing platforms. nonprofits. Secondarily, we also need to operating budget. By making a donation serve their beneficiaries’ needs—needs raise enough funding for The Life You (tax-deductible in the U.S., Australia and Partnerships Can Save itself so that we can continue the U.K. so far) to The Life You Can Save which will undoubtedly be greater than supporting the charities. In 2020, itself, you can help us popularize Peter ever, as the already-poor will surely be the A priority area for sharing content Singer’s ideas about effective giving, get we’ll continue with a strong focus on hardest hit by the pandemic crisis. and gaining new followers and donors our book in the hands of more people, is partnerships. We are building our encouraging people to sign up for monthly and expand to new markets. We also We are posting regular updates on our outreach efforts to engage companies and recurring donations, and we’ll also build welcome in-kind donations of media space, website about these projects and attendant organizations that value helping people our efforts to assist major philanthropists marketing expertise, technology, etc. funding needs. living in poverty. In particular, we’re in developing their giving portfolios to looking for partners that want to co- include our recommended charities. To create content and whose audiences (staff, that end, we’ll be expanding our Impact Donate to The Life You Donate to our customers etc.) would benefit from free Portfolio to showcase large giving Can Save Operations COVID-19 Fund access to the book. opportunities.

12 13 THE LIFE YOU CAN SAVE 2019 ANNUAL REPORT APPENDIX Appendix

The Life You Can Save Subsidiaries

Organization Money Moved

The Life You Can Save US $12,444,614

The Life You Can Save Australia $828,428

The Life You Can Save UK $35,687 Image courtesy of IGN Image of courtesy

That said, we all know that not just now, but every day, 15,000 children under five Donate to all our charities years old die from largely preventable, poverty-related causes; 2.1 billion people Please contact us if you’re interested in are without access to safe drinking water enabling any of the initiatives in this (29% of the world’s population); and report: 734 million people are living in extreme poverty (on less than the equivalent Charlie Bresler of US$1.90 per day). We therefore Executive Director remain steadfast in our mission to save [email protected] and improve lives by supporting our recommended effective charities and the Rickard Vikstrom work they do every day to help the world’s Chief Operating Officer

most disadvantaged people. [email protected] Image of One courtesy Fund Acre

14 15 THE LIFE YOU CAN SAVE 2019 ANNUAL REPORT APPENDIX

By Recommended NonProfit (RNP) Type of Donation

Organization Donation* Type of Donation 2019 2018 % Change

Fistula Foundation 2,171,342 Donations through TLYCS (website 1,736,519 1,112,998 56% or check) Against Foundation 1,245,029 GiveDirectly 601,017 High Net Worth Individuals 2,073,255 1,450,000 43% Oxfam 297,409 Donations directly to RNP 2,260,674 1,856,599 22% (reported) Development Media International 268,404 Donations directly to RNP 210,180 161,683 30% Evidence Action 237,190 (estimated where no reporting available) Seva 226,817 Partnerships 504,671 717,841 -30% Innovations for Poverty Action 207,655 The Light Foundation 6,523,431 - #N/A D-Rev 179,958 Schistosomiasis Control Initiative 154,393 Total (excl. The Light Foundation) 6,785,298 5,299,121 28% 143,710 Total 13,308,729 5,299,121 151% Helen Keller International 134,737 Population Services International 133,725 Living Goods 132,295 Project Healthy Children 112,753 One Acre Fund 104,826 Village Enterprise 104,152 Fred Hollows Foundation 100,067 Iodine Global Network 83,846 Global Alliance For Improved Nutrition 77,701 Possible 55,076 Zusha 13,197 Total 6,785,298 Image courtesy of IGN Image of courtesy * Excluding gifts from The Light Foundation

16 17 MAKE A DONATION