Yup, both good questions.
For the answer to the first - about effectiveness - see the two paragraphs from the paragraph starting with "For some." It's pretty hard to measure exact impact of marketing dollars, so the best equivalent is the combination of how widely read an article is, with specific evidence of its impact on an individual, a combination of quantitative and qualitative approaches. Thus, we can see that this article was widely shared, over 1K times, which means it was likely read by over 100K people. Moreover, the article is clearly impactful, as we can see from the specific comment of the person who was impacted, and his sway with others in his role as group leader. We can't see the large numbers of people who were impacted but chose not to respond, of course.
For the answer to the second, donations to AMF don't do that much to mitigate existential risk. However, getting people turned to Effective Altruism does, since then they become familiar with the topic of existential risk, which occupies a lot of attention, including MIRI among effective altruists.
The problem with selling existential risk to the broad audience is that honestly, they generally don't buy it. It's hard for them to connect emotionally to AI and other existential risk issues. Much easier to connect emotionally to GiveWell, etc. However, once they get into Effective Altruism, they learn about existential risk, and are more oriented toward donating to MIRI, etc.
This is the benefit of being strategic and long-term oriented - rational - about donating to InIn. Getting more people engaged with these issues will result in more good than one's own direct donations to MIRI, I think. But obviously, that's my perspective, otherwise I wouldn't have started InIn and would have just donated directly to MIRI and other causes that I held important. It's up to you to evaluate the evidence. One path that many donors who give to InIn choose to do is to spread your donations, giving some to InIn and some to MIRI. It's up to you.
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The Holy Roman Empire had a deal whereby you have worldly rulers on the one hand and the pope being the spiritual leader on the other hand. Popes supported the concept of the devine right of kings that was supposed to be given out by God to King David and passed down from David via inherentance to the present kings.
Islam on the other hand considers only God a valid source of laws and doesn't think that God has given human kings the right to make laws the way Christianity thinks with the devine right of kings.
If you think that the devine right of kings wasn't important in Medieval times I think you are massively misreading history.
Disclosure: I haven't read the full string of comments
I'm pretty sure you're a bit off on the Islamic side of things though.
Kings' claim to rule seems to be fairly similar to that of an Islamic caliph, who are supposed to be prophets selected by God himself, and are able to create laws/etc. as he would want basically.