David_J._Balan comments on Scope Insensitivity - Less Wrong
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The same idea goes for insisting that the charity you donate to is actually good at its mission. If you get your warm glow from the image of yourself as a good person, and if your dollars follow your glow, then competition among charitable organizations will take the form of trying to get good at triggering that self-image. If you get your glow from results, and if your dollars follow that, then charities will have much better incentives.