Giving Compass' Take:

• On the Effective Altruism Forum, Animal Charity Evaluators addresses some criticism they've received about their outreach to the Effective Altruism community, including a matching donations campaign.

• Are the concerns over donation matching warranted? ACE defends the way they executed its campaign, but there are certain practices all nonprofits may want to avoid, whether associated with EA or not.

• Here's how ACE used cost-effectiveness estimates in their work.

Our mission at ACE is to find and promote the most effective ways to help animals. One of the ways in which the promotion part of our mission is fulfilled most effectively is through reaching those who are most passionate about helping animals but who have not yet been introduced to the concept of effective altruism.

While some of our ads are aimed at existing EAs, the majority of our advertising efforts focus on the above audience for three reasons: (1) the large scale of this audience compared with the size of the EA audience, (2) our belief that they have the most potential for change once they learn about effective animal advocacy (EAA), and (3) the fact that their counterfactual donations seem likely to be less impactful than those of EAs.

We have received some feedback on a few of these marketing practices — specifically, we have received feedback suggesting that we might not be advertising in a way that the EA community would most like to see.

Read the full article about effective advertising and Animal Charity Evaluators by Eric Herboso at Effective Altruism Forum.