This is the final post (of five) we have made focused on our self-evaluation and future plans.
This post lays out highlights from our metrics report for 2012. For more detail, see our full metrics report (PDF).
1. In 2012, GiveWell tracked $9.57 million in money moved based on our recommendations, a significant increase over past years.
2. Our #1 charity received about 60% of the money moved and our #2 and #3 charities each received over $1 million as a result of our recommendation. Organizations that we designated “standouts” until November (when we decided not to use this designation anymore) received fairly small amounts. $1.1 million went to “learning grants” (details here and here) that GiveWell recommended to Good Ventures.
3. Growth was robust for every donor size. As in 2011, a majority of growth in overall money moved came from donors giving $10,000 or more.
This table excludes Good Ventures and donations for which we don’t have individual information. More in our full metrics report.
4. Web traffic continued to grow. A major driver of this growth was Google AdWords, which we received for free from Google as part of the Google Grants program. As in prior years, search traffic (both organic and AdWords) provided the majority of the traffic to the website. Traffic tends to peak in December of each year, circled in the chart below.
5. The group of donors giving $10,000 or more has grown from 55 to 96, but the characteristics of this group have changed little. Most of these donors are young (for major donors) and work in finance or technology. Of the $3.2 million donated by major donors who responded to our survey, $1.9 million (60%) came from donors under the age of 40. The most common ways they find GiveWell are through online searches and referral links and through Peter Singer.
6. As in 2011, the most common response when we asked donors giving $10,000 or more ‘how has GiveWell changed your giving?’ was ‘I would have given a similar amount to another international charity.’
What effect has GiveWell had on your giving?
For donors who responded that GiveWell caused them to reallocate their giving, where would you have given in GiveWell’s absence?
7. GiveWell’s website now processes more than twice as much giving as GuideStar’s and about 80% as much as Charity Navigator’s, though it offers far fewer charities as options. This comparison provides evidence that the growth we saw in 2012 is due not to generalized increases in online giving or use of charity evaluators, but rather to GiveWell-specific factors. (Note that the GiveWell figure in this chart includes only what was processed through our website – not all money moved – in order to provide a valid comparison to the others, for which we only have online-giving data.)