Imagine you are setting out on a dangerous expedition through the Arctic on a limited budget. The grizzled old prospector at the general store shakes his head sadly: you can't afford everything you need; you'll just have to purchase the bare essentials and hope you get lucky. But what is essential? Should you buy the warmest parka, if it means you can't afford a sleeping bag? Should you bring an extra week's food, just in case, even if it means going without a rifle? Or can you buy the rifle, leave the food, and hunt for your dinner?

If you are to "love your neighbor as yourself", then you should be as careful in maximizing the benefit to others when donating to charity as you would be in maximizing the benefit to yourself when choosing purchases for a polar trek. And if you wouldn't buy a pretty picture to hang on your sled in preference to a parka, you should consider not helping save a famous painting in preference to helping save a thousand lives.

And this dichotomy between being and seeming good applies not only to looking good to others, but to ourselves. When we donate to charity, one incentive is the warm glow of a job well done. A lawyer who spends his day picking up litter will feel a sense of personal connection to his sacrifice and relive the memory of how nice he is every time he and his friends return to that beach. A lawyer who works overtime and donates the money online to starving orphans in Romania may never get that same warm glow. But concern with a warm glow is, at root, concern about seeming good rather than being good - albeit seeming good to yourself rather than to others. There's nothing wrong with donating to charity as a form of entertainment if it's what you want - giving money to the Art Fund may well be a quicker way to give yourself a warm feeling than seeing a romantic comedy at the cinema - but charity given by people who genuinely want to be good and not just to feel that way requires more forethought.

It is important to be rational about charity for the same reason it is important to be rational about Arctic exploration: it requires the same awareness of opportunity costs and the same hard-headed commitment to investigating efficient use of resources, and it may well be a matter of life and death. Consider going to www.GiveWell.org and making use of the excellent resources on effective charity they have available.

Read the source article at Effective Altruism Forum