Charity as an investment

As a society we have a weird relationship with charitable giving.

I think most people want to make a difference to the world, at least to some extent. For those who don’t directly have the impact they want through their jobs, this often takes the form of charitable giving.

But all too often people talk about giving “to charity” in a vague way, as if every kind of charitable donation is the same. It’s almost taboo to talk about where you donate to, or to try to compare different charities. Obviously charities generally have good aims, but unfortunately none of us have unlimited resources and so it makes sense to think carefully about where we give.

Isn’t it weird that people make decisions in a very different way when they’re investing money (for their own gain) vs donating money (for others’ gain)? In a way these are really the same thing, it’s just that when you’re donating you’re investing for someone else’s benefit rather than your own.

In fact, viewing giving to charity as an investment can be a very useful way to think about things. When you start to view charitable giving as investing, two things happen:

  • A shift of emphasis from how much you give to where you give
  • A choice between giving money now vs investing money to give more later

I think it’s worth briefly exploring these two points.

How much to give vs where to give

When donating to charity, the amount we’re able to give will always be limited. It will be limited by our income, our living expenses, and potentially expenses for others who might depend on us. This amount will be different for each of us. Personally I try to make sure I donate at least 10% of my salary each month as soon as it hits my bank account, and occasionally make additional donations based on how much I can afford to give at the time.

But while how much we’re able to give is limited, we have complete control over where we give to. Just like with savings and investing. Imagine we have £100 to invest, and we’re given the choice between two investments:

  • Investment A: high expected returns, low variance (i.e. low risk)
  • Investment B: unknown (possibly negative) expected returns, unknown variance

Most people would rightly choose to put the full £100 in investment A, with higher expected returns and lower risk.

Now imagine we have a similar choice when deciding to donate £100 between two charities:

  • Charity A: high expected impact, low variance
  • Charity B: unknown expected impact, unknown variance

Even if these charities happened to focus on different problems, as long as we found a meaningful way to compare their impact I think we’d still like to give the full £100 to charity A.

But how do we find a charity like charity A? This is the idea behind GiveWell, who’ve made it their mission to help donors do as much good as possible by identifying those charities which can make the biggest difference with any additional donations. Their (short) list of current recommendations can be found here.

For anyone based in the UK, Giving What We Can makes it easy to set up a regular direct debit to one of these recommended charities, on which you can then collect Gift Aid (i.e. get full tax relief). This is how I’ve set up my monthly direct debit, which currently splits my donations across GiveDirectly, the Against Malaria Foundation, and Deworming the World Initiative.

Giving now vs giving later and the impact of compound interest

Why should we donate any money to charity now? Surely if we want to have a really big impact we should save that money, allowing it to grow exponentially through the benefits of compound interest, and donate a larger sum later?

That’s one way of looking at it, but it’s not the whole picture. First of all, while the amount of money might look like it’s increasing, it won’t necessarily increase in real terms (compared to inflation). And it’s not easy get consistent returns without some risk.

More importantly, this way of looking at things ignores the compound benefits of giving to charity. There are two angles here: making a difference through donations gets harder over time, and helping people now allows those people to help others in future.

As we solve problems through charitable donations, for example through eradicating malaria just like smallpox was eradicated a few decades ago, some of the most cost-effective initiatives (like distributing malaria nets) won’t be an option anymore. Because of this, making the same amount of difference will cost more money in the future – and by holding on to the money rather than donating it, people would have unnecessarily died from malaria in the meantime.

There are other compound benefits to giving to charity: by helping those in need, we empower them to continue to help themselves and others in a similar position. For example, a charity like GiveDirectly allows its recipients of cash transfers to make small initial investments or reduce their ongoing costs, helping them potentially dig themselves out of poverty forever. These kinds of interventions could have a lasting impact, and the sooner they take place the more impact they’ll have.

More on this

If you like the idea of making a difference, and you think the approach of viewing charity as an investment makes sense, I’d recommend reading Will MacAskill’s excellent book Doing Good Better. If you prefer reading shorter pieces, the Effective Altruism blog is a great place to start.

Why WordPress beats Medium for building a personal blog

[Warning: this is quite a technical post. If you don’t plan on running your own blog or have an interest in SEO, you’re probably better off skipping this one! ]

Medium – the good

I love Medium. After using it to find and read great content, I started my own blog there just over two years ago. It’s a great place to find an audience for your content – several of my posts got thousands of reads, and I’m not sure I could’ve got anywhere near that if I’d gone with another platform.

In fact, I’m not sure I would’ve even got started on another platform. The simplicity of Medium’s writing experience – literally as simple as log in and start writing – was what I needed. Everything automatically looked great, and procrastinating by editing themes wasn’t even an option.

But Medium has its issues. I’m not going to do a full comparison of Medium against other platforms as there’s a lot of content that does that out there already, but I’m going to go through the issues I’ve had with the platform and why I’m considering moving my blog elsewhere. You might notice that this is the first post I’ve written on WordPress, and the content is being automatically copied across to my old Medium blog.

The issues I’ll go over apply if you’re trying to find your own space on the web for your writing and as a hub to other projects you’re involved in. They don’t apply if:

  • You want to start a regular writing habit with no goal other than improving your writing (go with Medium)
  • You’re a professional writer and you’re trying to get your content noticed by others with the goal of being featured in publications (go with Medium)
  • Most of your content focuses on writing, and you value a community of other writers to get feedback from (go with Medium – The Writing Cooperative is great for this)

The bad

The issues came when I tried to use my Medium presence to promote other projects I was working on.

After two years of writing on Medium, I had a few successful posts which ranked fairly high in Google for their keywords (e.g. if you search for “workflowy gtd” you’ll find my post on using Workflowy to implement the Getting Things Done framework on the first page).

In other words, my blog was starting to get some credibility with search engines – a rare and valuable commodity on the Web.

What can you do with that commodity? In the field of SEO (Search Engine Optimisation), there are two big benefits you can get from content like that:

  • A boost for the rest of your content on the same domain – e.g. if that page was on, then other pages on would get a small boost up in their Google rankings for those keywords
  • A boost for content you link to from that page – for example, if I put a link to on that page, then would also get a small boost in its Google ranking.

Using these benefits to promote a website is referred to as content marketing. Content marketing is a key tool in SEO, which is all about improving search engine rankings. And these rankings are more important than ever, with the shift to mobile and search engines being the primary portal to the Web. (this study says 51% of traffic is driven by search results, far more than social media or other traffic)

The issue with Medium is that it’s difficult to get either of these benefits. The first one is possible, but it’ll cost you. On top of the price for the domain itself, Medium now charges a $75 fee for linking your posts to your own domain – and even then you don’t have much flexibility in how this is used. (a domain can only be linked to a specific publication, not to your own profile)

The second one isn’t possible at all. To understand why, a short tangent on how search engines work.

How search engines work

At a high level, using Google as an example, search engines use a three step process for analysing content and deciding its ranking:

  1. Google keeps a list of pages it knows about on the Web, alongside associated links and keywords. (this list is called its index)
  2. Google’s bots regularly visit all the pages in the index. They look for links from those pages, and follow the links to find new pages. (this is called crawling)
  3. Google adds new pages it finds to its index, and updates keywords and links for pages it already knew about. (this is called indexing)
  4. When someone performs a search for a specific keyword, Google consults its index to find the most relevant pages for that keyword.

I’ve obviously missed out a lot of detail here! If you’re interested in SEO, Moz has a good beginner’s guide.

Back to Medium: why should it be any different from other sites?

The issue is with how Medium tags links. In the second step, where Google’s bots look for links, there’s a way to tell them to ignore a certain link. You can do this by adding a small bit of code to the link saying “rel=nofollow” – often referred to simply as nofollow – which means that Google won’t follow that link and the page being linked to won’t get the SEO benefit of that link.

Medium tags all its outbound links as nofollow. Why? Probably to avoid people abusing it for their own SEO purposes and flooding it with low value content – useless pages full of links which exists only to boost the pages they link to.

The downside is that, from an SEO perspective, outbound links from Medium posts are basically useless!

Enter WordPress

I initially preferred Medium over WordPress because of the simplicity, and lack of setup required. At this point I think the costs outweigh the benefits, so I’ve set up a new blog on – a hosted version of WordPress, which means you don’t need to worry about writing code or installing anything. It takes a bit longer than setting up a Medium blog and costs £30 per year, but in a few hours you can have a blog set up using your own domain (mine is, and have full control over how all your links are tagged.

I  still cross-post everything to Medium, with the required SEO modifications, so I can keep getting the benefits of the Medium readership I’d built up and I can always switch back if I want to. It’s worth pointing out – doesn’t support automatic exporting to Medium like self-hosted WordPress does, but I think that’s a small price to pay for the convenience.

One last note: WordPress isn’t the only platform that allows you to do this, but I think it’s the best choice right now. It’s definitely the most popular, by far, and it’s fairly priced. I looked into Ghost and Svbtle as two good alternatives, but settled on WordPress in the end because of its larger user base and better pricing.

Any thoughts/suggestions? Let me know in the comments or on Twitter!

Bananas, Porridge, and The Importance of Controlled Experiments

This was meant to be a story about how bad bananas are, and how natural isn’t always better. But it’s not. It’s a story about how bananas are probably ok, and control groups are important.


For a while now, I’ve been getting occasional symptoms of hypoglycemia (low blood sugar). Shakiness, clamminess, irritability, and a fast heartbeat. It’s no big deal, but it’s annoying when it happens in certain situations, like at work.

I noticed that it seemed to happen more often after I ate certain things. I started paying attention to my diet (see this post on a few things I did, like giving up soft drinks) and figured I was probably doing ok. Sugar crashes tend to be caused by overreaction to sharp sugar spikes, and I thought I was doing a pretty good job of avoiding these.

But I was still getting the symptoms.

So maybe I was still doing something wrong?

By the book

There’s only so much you can learn by reading. Despite trawling through tables on glycemic index (and, more to the point, glycemic load) values for all sorts of foods, I was still getting these sugar crashes. Where to go next?

In The Four Hour Body, I read that Tim Ferriss used a continuous glucose monitoring device to keep track of his sugar levels for a while. The one he recommended was ridiculously expensive (£1k+!), but after a bit of research I managed to find a disposable one that would last two weeks for £60.

So I bought one and, with some help, bravely implanted it in my arm. (thanks mum!)

Then for two weeks I kept track of what I ate and how it affected my sugar levels.


Here’s one thing I noticed: when I had my usual breakfast of porridge oats with banana, my blood sugar shot straight up and crashed down quickly afterwards. (for reference, non-diabetics tend to have blood sugar levels of 4–6mmol/l before meals, and 6-8mmol/l a while after eating)

Now I knew bananas weren’t low in sugar, but I didn’t think they’d have that much of an effect! All this time I’d been having that breakfast because I thought it would give me a good mix of quick and slow release energy to keep me going all morning!

I figured it was time to change my ways. But maybe I could do a few comparisons first.

I measured my blood sugar over a few other meals, and it was stable.

I decided to see how a banana compared to pure sugar. Here’s porridge oats with three teaspoons of sugar:

Almost identical to one banana! Crazy, I might as well have been having sugar with my porridge all this time. Right?


On the very last day my sensor was active, it occurred to me that I should do one last breakfast experiment: a control group. Just to see — what would happen if I had just porridge? No banana, no sugar, nothing else. Just porridge.

Two things:

  1. It’s disgusting. Seriously, don’t do it.
  2. Surprise! The effect on my blood sugar was the same.

Here’s pure porridge (oats + semi skimmed milk):

Spike, and crash! Like the other two cases. So my conclusions were wrong!


It turns out that the assumption I’d made at the beginning was wrong*.

I’d been reading too many food and nutrition blogs, and took them at their word when they told me that “oats are a source of slow-release energy”. It turns out they’re not**.

I’d somehow selectively ignored the data that said that oats are, actually, quite high GL. One serving of oats is about halfway between a banana and a can of coke, in terms of its impact on your blood sugar.

What did I learn?

Sometimes you need to trust the way you feel over what you’re reading. Oats definitely won’t be my go-to breakfast anymore.

I also learnt that it’s easy to make conclusions based on very little data. It’s important to conduct experiments designed to disprove your hypothesis, not just to support it!

And finally… if you’re one of the people I spoke to after my first two bowls of porridge, I take back everything I said about bananas! (probably*)

* As someone pointed out to me after reading this, technically I never controlled for the milk in my porridge, which also contains some sugar. My sensor has expired now, but if I had another chance I would do another test with just oats and water. And one where I just eat a banana, to see what that does.

** Someone else pointed out that there might be a difference between different types of oats. As I was eating Tesco’s cheapest oats, it might be worth re-doing this experiment to control for that. 

Snow Monkeys in Japan — Two Perspectives

I was recently in Nagano, Japan. When someone I met there told me about a place called Snow Monkey Park, which has both hot springs and monkeys, I was immediately sold.

I looked up some pictures of this place, and it looked incredible. People bathing in hot springs with monkeys!

After a short train ride and a bit of a hike I arrived at the park. As promised, it was teeming with incredibly cute wild Japanese macaques, as well as the expected camera-wielding tourists.

While walking around I noticed how I, just like everyone else, spent most of my time there trying to get a good shot of the monkeys.

People didn’t come because they liked it, they came here to take pictures that made it look like the kind of place you’d want to go.

And it looks just like that. But it’s not. The monkeys are wild, but their habitat is far from it. The rock pool filled with hot spring water? That was built especially for the monkeys. In fact, they were building an extension to it while I was there.

Few of the pictures of this place online include the workmen, or any of the pipes transporting water in and out of the pool. Because those don’t make it look like the kind of place you’d want to go.

So everyone who goes there goes to great lengths to get nice shots which don’t feature the workmen or the pipes. These shots then make other people want to go.

When those people get there they secretly feel a bit cheated, but are forced to keep up the illusion because OH MY GOD IS THAT A MONKEY SPA?! So cute!

The Japanese macaque traditionally builds its nest in the slightly warmer areas surrounding generators

It’s not that big a deal, but it’s kind of stupid how we get trapped in this cycle. And it’s a shame, because there’s so much natural beauty in the surrounding area. In fact, I enjoyed the walk to the park a lot more than the park itself.

But somehow an endless stream of people will pay to hang out around other people just so they can take pictures that make it look like they had a great time.

I’m not sure what I’m trying to say here. Something about Instagram maybe, or the unfortunate incentives in a world in which social media takes centre stage, making it more important to look like you’re having a good time than to actually have a good time?

Anyway, Japan is great. And deep-fried snow monkey breast is delicious!

Ok, not really. Well it might be, but I didn’t eat any.

If you do ever go to the snow monkey park, try the noodle place next to the station. The tempura soba is great 🙂

Rockstar Books — Exceptional Non-Fiction

With millions of books published every year, how do you decide what to read next?

In software development there’s a concept called the rockstar programmer. This is the kind of person who operates on a completely different level to most others, and can produce 10x the output of the average programmer. Hiring one of these people can be worth more than hiring ten average people.

I think the same is sometimes true in books. You can read endless good books, or you can seek out the exceptional ones and dedicate your time to those.

This doesn’t apply to all books, but I think it applies to most non-fiction books. While fiction is highly subjective and doesn’t necessarily have one purpose, the main point of non-fiction is usually learning.

I found this out through trial and error. For example, I like reading about psychology and behavioural economics. I really enjoyed the Freakonomics books, and some of Malcolm Gladwell’s writing. They’re easy reads and I came away from those books feeling like I’d learnt something. Though if you were to ask me now, I couldn’t formulate anything I learnt in a way that would be useful to me. (beyond maybe “incentives are important” and “little things can make a big difference”).

And then I read Thinking, Fast and Slow by Daniel Kahneman. It’s much more dense, and takes more time to get into. It requires more focus to read, and the chapters are longer. But it’s completely worth it. Reading this felt like other pop economics/psychology books (like the ones I mentioned above) took one idea from Kahneman’s book and turned it into a chapter, or took a chapter from his book and stretched it into four hundred pages.

Kahneman has spent decades leading research in his field, and so can talk about it in a level of depth that many others can’t. He takes the reader on a journey from hypothesis to experiment design, results, and interpretation. He’s constantly analysing his own way of thinking and shares a wealth of psychological biases that the reader can try to be more conscious of.

The same is true in other fields. Interested in evolution? Try reading Richard Dawkins’ The Selfish Gene. Or go right to the source, and read Darwin’s Origin of Species. You might be surprised by how relevant most of the content still is, and the clarity with which the ideas are presented. Physics? Try the Feynman lectures.

Some people are primarily writers, and their job is to sell as many books as they can. They find interesting ideas, and write them up in a way that makes people want to buy their books. There’s nothing wrong with this, but I think they rarely compare to the people whose writing is secondary to their real work.

This is where the 10x books come from — people who have invested huge amounts of time mastering a field, and who also happen to have a talent for explaining things.

These people don’t write about things because they’re new or fashionable. They probably don’t have enough material to bring out a new book every few years. But their material is far more valuable, and more timeless.

Timelessness is key. An easy way for an author to increase book sales is to cater excessively to the readers of the time, compensating for quality of content through ephemeral relevance. An extreme example of this is the news — while reading today’s news feels somehow educational, reading a newspaper from more than a few days ago is extremely dull.

You can use this as a heuristic to evaluate non-fiction books. If you’re looking for a book on a specific subject, see if there are any which are more than a few decades old and are still considered relevant. When judging a recent book, consider how useful you would expect it to be in a few decades. Hopefully this can help you find those exceptional 10x books, and avoid the ten others.

Thanks for reading! For some more book recommendations (fiction and non-fiction), check out this post 🙂

Two Weeks In Italy

A Brief Broneymoon

After a long drive, we arrived at Bassetto hostel late at night to find a room full of people and at least as many bottles emptied of wine.

It was the kind of place where everyone had a story. Something they were running away from, trying to hold on to, or trying to find.

As we talked to the others, we got to know their stories. It was like an episode of Lost, except the characters were real and the stories were well written.

We all shared travel experiences. One of the girls, Kristin, spoke about a beautiful B&B in a different part of Italy where she’d stayed with a welcoming family. The father, Enrico, was a great guy. His girlfriend had studied astrophysics, and recently spent a day meticulously placing hundreds of tiny fluorescent stickers on the bedroom ceilings in the places where the stars would be. Staying there was magical, like sleeping outdoors.

The others’ stories were even more interesting. A newly qualified doctor with an endless collection of completely implausible anecdotes. A super social ex-heroin addict. A guy who got divorced, sold his house and all his possessions, and was travelling until his money ran out. These were the people we’d be spending the next few days with, at Bassetto hostel.

Bassetto is a regal complex reminiscent of a castle, enveloped by huge grounds. The kind of place where, when it gets dark, you go ghost hunting. After it was built in the 13th century, it was inhabited by monks for hundreds of years, the cellars producing vast quantities of wine. Increased competition and the introduction of an official wine classification in the mid 1900s put an end to Bassetto’s wine business, and it fell into disuse.

After a short stint as a tobacco farm, the upper floors were converted into a guesthouse. The cellars remained empty. Mostly.

Midnight exploration of the underground caverns yielded some bottles of wine which were hundreds of years old.

As we went deeper into the cellars, the air got thicker and the room around our torch got darker. We pulled aside a curtain and entered a narrow tunnel. Suddenly someone was running.

“Did you feel that? This isn’t right. We have to leave!”

We ran through the tunnel, past the curtain, and into the open air. After we caught our breaths and recovered in the hammocks outside, we went up to the guesthouse and tried to get some sleep.

We left Bassetto, but it never really left us. We had gelato in Orvieto, rented a boat in Amalfi, explored ruins in Pompei, hiked up a mountain in Abruzzo, got sick on seafood in Rimini, and added another country to our list by having lunch in San Marino.

A few weeks and a thousand miles later we arrived in Modena for what were to be the last two nights of our trip. On our second day there we had lunch with the owner of the B&B and his family.

As we were eating, the owner’s girlfriend, the mother of one of the children, asked us if we’d noticed anything strange in our room the night before.


“Nothing? ”


“What about after you turned out the light?”

“Erm. No? Wait… What did you say you studied?”


Thanks for a great few days, Enrico and Antonella.

Sleep under the stars: Selvatica 50 B&B, Nonantola.

Sleep, if you can: Fattoria Bassetto

Getting the Most out of Facebook

And Letting It Get Less out of You

Facebook is incredible. Even just 10 years ago it would have been hard to think that there would be one go-to online identity service.

That instead of giving someone your number when you meet them, just exchanging names could be enough to stay in touch with them for years.

That you don’t lose touch with people when they move. That you could keep up with the lives of people living anywhere in the world. That you could share pictures with all your friends at the click of a button.

But all these benefits come at a cost. Since Facebook is a for-profit company and not a public service, their main goal is to make money. While that’s not necessarily a bad thing, it’s worth keeping in mind how it affects Facebook’s interaction with us, its users.

“If you’re not paying then you’re not the customer; you are the product being sold”

Setting aside issues of privacy and Facebook gathering and selling your information, Facebook makes money by literally charging advertisers for a piece of your attention. One of the main ways in which it does this is through the News Feed.

There are entire teams dedicated to optimising the News Feed to keep you scrolling. The more you scroll, the more adverts you see. The more adverts you see, the more money Facebook makes.

I recently read the book Deep Work by Cal Newport, in which he advocates deliberate use of social media. In fact, he goes so far as to recommend quitting social media altogether. While I think that’s overkill, his book led me to re-examine how I used Facebook and to come up with a few easy ways to get the most out of it.

Making Facebook your own

Keep what you like, get rid of the rest

By changing the way you access Facebook, you can make it what you want it to be.

Thinking about how I use Facebook, these are the things I value:

  • One platform to message any of my friends
  • Being invited to events and inviting others to events
  • Seeing significant updates for certain close friends

These are the things I catch myself doing which I want to avoid:

  • Mindlessly opening Facebook on my phone and scrolling through the News Feed any time I go a second without stimulation
  • Seeing just the good bits of other people’s lives and wondering why I’m not on holiday, why I’m not running a marathon, or why I’m not moving in to a new house
  • “Oh wow! That girl I met in Thailand in 2012 just dyed her hair! ”

To serve Facebook’s advertising goals, the above are addictive by design and so the best way to avoid them is probably to avoid the News Feed altogether.

It turns out that this isn’t too hard to do. I’m using a combination of tools I found through recommendations from friends (thanks Ed Moyse!), Google, and Quora:

Facebook Messenger

A dedicated app, only for messaging (iOS/Android). No distractions. For a desktop version, go to

Kill News Feed for Chrome

This extension gives you Facebook, minus the News Feed. Once installed, you can go to and do absolutely anything you like — look up friends, message people, check your notifications, sign up to events. Except for scrolling through the News Feed.

Bookmark this on your phone. This shows just your notifications, for those times when you’re thinking “I wonder if anything has happened that I should know about” but don’t want to get dragged into anything irrelevant. I use this, together with Messenger, instead of the Facebook app on my phone.

While this might not work for everyone, I’ve found it to be really useful so far. However you feel about this exact solution, you might like to think about what‘s right for you rather than leaving it up to Facebook to decide. And if you come to any interesting conclusions, I’d love to hear about them!

Thanks for reading! If you love the News Feed and this all seems a bit odd to you, you might like this article on a few not-so-well-known ways to customise the News Feed.

If you liked what you read here, I’d highly recommend reading Cal Newport’s book, Deep Work.

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