I think orienting toward geeks would be good, but insufficient. The whole point I was making above is to appeal to people's emotions to cause them to care about effectiveness. The more emotionally-oriented people will not be good at determining effectiveness. But if we can get them to care about effectiveness, not cute puppies, that's where we can make a huge difference in their spending decisions. They would be highly unlikely to become leaders within EA, but their donations can then be powerfully shaped by EA recommendations