tog comments on 2014 Survey of Effective Altruists - Less Wrong
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It was used in the Felicifia community, although it wasn't used as definitively as it is now. Although 'strategic altruism' was more common although that wasn't as catchy. It was also just used in casual conversation.
I could be wrong though.
That's interesting, especially if someone can find a link. Here's a date-based Google search, though a cursory glance doesn't reveal any references where the term itself was included before 2012:
https://www.google.ca/search?q=%22effective+altruism%22&client=firefox-a&hs=1mw&rls=org.mozilla%3Aen-US%3Aofficial&channel=sb&sa=X&ei=pohiU5jjINSyyASUgIGgBQ&ved=0CB0QpwUoBg&source=lnt&tbs=cdr%3A1%2Ccd_min%3A1%2F1%2F2008%2Ccd_max%3A12%2F31%2F2011&tbm=