Hi there,

Last week, we applied the principle of cost-effectiveness [video] to choosing charities, exploring how donating to a highly-effective charity can be sort of like turning $100 into $10,000.

But despite these incredible opportunities, can those of us earning average incomes really donate enough to make a significant difference? Isn’t it the millionaires and billionaires who really need to hear this?

Well, yes – millionaires and billionaires would certainly benefit from thinking about cost-effectiveness in their donation decisions. And it would be great if more billionaires decided they had a responsibility to help the rest of the world.

But if you don't want to sit by and wait for billionaires to step up, you might be interested to know that even the average person can make a surprisingly large difference when it comes to helping others. You also might be shocked by how rich you really are compared to the rest of the world — if you live and work in a high-income country, for example, you're likely in at least the top 5% of income earners worldwide. 

In 2023, we hit the streets of London to ask passersby about their views on charity, how rich they thought they were, and how much it costs to save a life.

The results? Equal parts heart-wrenching, surprising, and inspiring. See what happened below:

Curious how you stack up? Head on over to our How Rich Am I calculator and see where you land.

 P.S. You can give us feedback on these emails here.

Where can I find a list of the best charities?

Our research team recommends the best opportunities for donors looking to maximise the impact of their next dollar.