Want to give to charity? Look at impact

Global Public Square

By Nicholas Kristof and Sheryl WuDunn

Editor’s note: Nicholas Kristof and Sheryl WuDunn are the authors of A Path Appears: Transforming Lives, Creating Opportunity. This is the first in a series of three guest posts.

One of the mistakes we make is that we mostly give to those who ask. And those groups that are good at asking aren’t necessarily the same ones that are good at spending. So we wrote A Path Appears partly to highlight some great organizations that are doing a remarkable job sprinkling opportunity worldwide – whether that’s through empowering women, chipping away at poverty, or bolstering health and education.

We would never buy a television from a marketer who cold calls us on the telephone. Yet remarkably often we donate to cold callers from charities, even though we know nothing about the charity. The caller drops key words like “children with cancer” or “disabled…

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