“The good news is that [we don’t have] to give until it hurts. [T]hat is, if all of us in the affluent world would just give a couple percent of our income towards effective charities, that would make an enormous difference. [Y]ou might say, [w]hy not keep giving until it hurts? [T]here are two ways of thinking about that. One is, I can try to do a lot of good myself, but if I make a [s]aint out of myself where I’m living this impoverished life and giving all of my resources to other people, people will look at me and say “Wow, you’re inspiring, that’s really impressive,” and then not be really inspired and not really do something themselves. Whereas if you could say “Look, I’m a person just like you, and I mostly care about myself and my friends, and my family, but instead of giving nothing or almost nothing, I give this much,” and someone will look at that and say “You know what? I could do the same thing.” So in the long run I think that promoting a sustainable culture of altruism is probably a better strategy than trying to be a hero. Being a hero can you give more now, but it doesn’t light the fire that can get things going more broadly. [I] think if you think in the long, long run and think about how human cultural dynamics work, giving until it really hurts can do a lot of good now, but I don’t think it’s going to be a long run answer. I think the long run answer is getting everybody willing to care a little bit more.”
— Joshua Green, Moral Tribes: Emotion, Reason, and the Gap Between Us and Them (Talks at Google)