Andreoni calls this the “warm glow” theory. It helps explain why so few of us behave like effective altruists. Consider these two strategies for giving to charity: (1) setting up an automatic monthly payment to the Against Malaria Foundation, or (2) giving a small amount to every panhandler, collection plate, and Girl Scout. Making automatic payments to a single charity may be more efficient at improving the lives of others, but the other strategy—giving more widely, opportunistically, and in smaller amounts—is more efficient at generating those warm fuzzy feelings.20 When we “diversify” our
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