398
individuals and companies donated
Mieux Donner: 2025 Activity Report
Ombline Planes
Director of Communications
Reading time: 45 minutes
In 2025, Mieux Donner pursued a clear and demanding ambition: to ensure that every donation creates the greatest possible impact.
In a context where global challenges are intensifying, information is often conflicting, and good intentions alone do not always translate into meaningful results, Mieux Donner acts as a trusted point of reference.
We support individuals who wish to give by directing their resources toward the most effective charities, based on scientific evidence, independent evaluations, and a rigorous methodology.
This 2025 activity report presents what was concretely achieved, the strategic choices that shaped our work, and, above all, the measurable impact generated.
Table of Contents
Our summary
Mieux Donner at a glance — 2025
Key figures from the 2025 Activity Report.
330
first-time donors
944 753 €
directed to high-impact charities in 2025
1 019 112 €
directed since Mieux Donner was founded
10.5
gross giving multiplier
5.3 to 6.2
estimated counterfactual giving multiplier
In 2025 Mieux Donner received donations from 398 individuals and companies and directed 944 753 € to high-impact charities.
Why Mieux Donner exists
Available research shows a striking fact:
the same euro can have up to 100 times more impact depending on the charity supported
.
Yet this information remains difficult to access, and donation decisions are still largely driven by reputation, emotion, or habit.
Mieux Donner was founded in response to this observation. Its role is not to collect as much money as possible, but to
structure the giving decision, so that generosity translates into
concrete, lasting, and measurable results, in the service of the common good.
The Mieux Donner model: from knowledge to impact
The work of Mieux Donner is built on three pillars:
- Rigorous analysis of available evidence: Independent evaluations, empirical data, and cost-effectiveness comparisons.
- Translating this knowledge into accessible tools: Recommendations, educational content, and clear, practical guides.
- Supporting the path from intention to action: A donation platform, the clarity of the process and a strict separation between donations and operational costs.
Analyze
Knowledge & evidence
Translate
Tools & clarity
Act
Donation process
100%
of donations transferred · 0% commission
2025: The strategic choices that guided our actions
In 2025, the Mieux Donner team chose to focus its efforts on the levers identified as the most impactful.
Three focus areas shaped the year:
-
Promoting a culture of impactful generosity
Through the production of content, opinion pieces, events, and editorial projects.
-
Turning the intention to give into action
By improving the donation platform and user experience.
-
Embedding generosity over the long term
Through giving pledges and follow-up with donors over time.
Three focus areas shaped the year
-
Focus area 1
Promote impactful generosity
Editorial projects · op-eds · events
-
Focus area 2
Turn intention into action
Platform · donation processes
-
Focus area 3
Sustain generosity over time
Giving pledges · donor follow-up
Concrete results in 2025
Amount raised
In 2025, €944,753 were raised for charities selected for their demonstrated ability to produce real impact. This amount includes donations processed directly via our payment platform and those influenced by Mieux Donner’s support, even when they did not pass through our bank account.What these donations enabled us to estimate
Based on data from international charity evaluators, the money raised by Mieux Donner has made a significant impact on the lives of people, animals and the climate. These figures give an indication of the impact generated by generosity directed through Mieux Donner.- 252,684 people supported
- 133 lives saved
- 978,367 animals supported
- 86,574 tonnes of CO₂ avoided
252,684
people supported
133
lives saved
978,367
animals supported
86,574
tonnes of CO₂ avoided
The giving multiplier: measuring the real leverage effect
The giving multiplier measures how many euros are donated to highly effective charities for every euro invested in Mieux Donner’s operations.
- Gross giving multiplier 2025: 10.5
- Conservative counterfactual estimate: between 5.3 and 6.2
Impact beyond donations
Mieux Donner’s impact is not limited to the amounts raised.
In 2025, the organization helped structure the public debate on giving through:
- op-eds in national media,
- podcasts and conferences,
- events, including the French launch of Rutger Bregman’s book Ambition Morale.
Transparency, resources, and governance
The majority of resources are allocated to human resources, reflecting a model based on analysis, education, and support.
€132,778
resources in 2025
€90,261
expenses in 2025
€127,276
cash balance at end of 2025
What 2025 taught us
- Impact is built over time.
- Methodological rigor strengthens trust.
- Generosity benefits from being structured, not diluted.
Heading into 2026: deepening our impact standards
In 2026, Mieux Donner will continue its work to:
- Refine its tools,
- Strengthen the direction of high-impact giving,
- And continue to help evolve philanthropic practices.
Full 2025 activity report
Editorial by Romain Barbe
In 2025, Mieux Donner continued along the path of its founding commitment: to make generosity a concrete lever to improve lives and reduce suffering, with the same level of rigor applied to clarity, methodology, and real impact.
Amid contradictory information, the proliferation of causes, and the lack of reliable reference points, it is easy to want to do good and not know how to do it in the most effective way.
Mieux Donner was born from this observation: generosity is very much present, but it often lacks the tools, clarity, and guidance needed to translate into real impact. Our ambition is to help move from generosity driven primarily by intention to generosity that also equips itself to truly make a difference.
Month after month, as more generosity was donated to highly effective charities, we saw the number of lives meaningfully improved increase, suffering decline, and living conditions change.
Thank you to all those who make this journey possible: the people who act and those who support them.
2025 taught us one essential lesson: giving is most effective when it is guided by meaning, method, and commitment.
2026 opens as a new stage to deepen this standard, refine our tools, and continue directing generosity toward what truly helps the most.
Mieux Donner, in practice
What guides us
Before going into the details of 2025, this section provides an overview of what Mieux Donner is: its purpose, its model, and the principles that structure its work. Mieux Donner is an independent nonprofit organization dedicated to sharing scientific knowledge and promoting more effective giving. Its mission is to ensure that every donation has the greatest possible impact, by helping people who want to give direct their resources toward charities whose effectiveness is supported by rigorous evidence and independent evaluations.
The organization is built on a simple observation: not all donations are equal.
Depending on the causes supported, the methods used, and the charities chosen, available evidence shows that the same euro can generate
a hundred times greater impact
from one charity to another.
In this context, Mieux Donner works to make these differences visible and understandable, to enable more conscious and more effective giving.
Mieux Donner’s vision is one of generosity that does not stop at good intentions, but fully integrates the pursuit of concrete and lasting results.
The goal is to help evolve giving practices toward a more conscious, evidence-based approach, in the service of the common good—where attention to impact becomes a compass for action.
Trust at the heart of our action
Mieux Donner is a reference point for individuals who want to give in a more informed way. This role is grounded in several fundamental principles:- Recommendations based on data rather than emotional or reputation-based considerations;
- Reliance on leading independent evaluators to assess charities’ impact;
- A pedagogical approach aimed at making sometimes complex concepts accessible (relative effectiveness, counterfactual impact, cause prioritization);
- Support that helps donors reconcile meaning, rigor, and responsibility.
Independent giving
Independence is a central pillar of Mieux Donner’s credibility. The organization operates autonomously and does not take any commission on donations made through its platform. As a result, 100% of donations received are transferred directly to the chosen charities. This principle of financial transparency strengthens donors’ trust and ensures that every euro contributes fully to actions carried out for the benefit of the people supported.A team serving impact
Mieux Donner is a nonprofit organization governed by the French law of 1 July 1901. In 2025 our operations were directed by a small, committed team.
Jennifer, Ombline and Romain
Two people are employed full-time:
Jennifer, co-founder of Mieux Donner, dedicates two days per week on a voluntary basis to strategic advisory work, climate philanthropy, and collaboration with corporate partners.
This organization makes it possible to combine:
Work is organized around:
This organization makes it possible to maintain a high level of responsiveness while preserving an overall view of ongoing projects.
An open dialogue framework makes it possible to quickly address difficulties, imbalances, or individual needs, in order to preserve a healthy and sustainable working dynamic.
Roles are not conceived as fixed: they exist as long as the alignment between the individual, the team, and the mission remains strong. This approach aims to preserve both the quality of work and the long-term health of the organization.
Feedback is an integral part of daily operations:
This culture enables rapid adjustments, continuous improvement, and a high level of trust within the team.
- Romain, co-founder, responsible for general management, donor relations, finance, operations, and impact monitoring;
- Ombline, Director of Communications, in charge of editorial strategy, content production, visibility, and advancing Mieux Donner’s mission.
- Ability to make fast decisions;
- A clear strategic vision;
- Strong day-to-day operational involvement.
How we work
Mieux Donner operates as an agile, empowering, and action-oriented organization. Decisions are made according to a pragmatic logic:- Most decisions are made quickly;
- The most structuring decisions are discussed in depth and, when necessary, seek consensus;
- Decisions are made based on which actions are expected to deliver the highest return on potential donations.
- Monthly and weekly objectives;
- Shared monitoring tools;
- Regular check-ins to coordinate priorities and progress.
A clear and responsible framework
Mieux Donner relies on formal governance, with boards of directors responsible for ensuring compliance with the legal framework, sound resource management, and alignment with the organization’s mission. The organization also benefits from the support of a network of experts, advisors, and allies, mobilized to enrich strategic decisions, provide external perspectives, and strengthen the quality of governance.Ethics and internal culture
Mieux Donner is a committed and ambitious organization, deeply focused on impact. The team operates like a high-performance sports team: each individual is supported, trained, and encouraged, with a high level of expectations in service of the mission.A mindful work environment
Mieux Donner recognizes that working in a high-impact organization can be both stimulating and demanding. The team pays particular attention to:- Work pace;
- Burnout prevention;
- The quality of professional relationships.
- It is encouraged on an ongoing basis;
- Particularly for positions of responsibility;
- It is considered an act of loyalty to the mission.
From generosity to impact: our model
Mieux Donner’s model addresses a demanding question:
How can we ensure that generosity actually produces as much good as possible?
Mieux Donner’s role is not only to recommend charities. It is to build a framework that connects knowledge, impact, and decision-making, so that every act of generosity becomes more conscious, better informed, and more useful.
Before Mieux Donner
- Good intentions
- Few reference points
- Uncertain impact
With Mieux Donner
- Reliable data
- Comparisons
- Informed choices
After Mieux Donner
- Better-directed donations
- More focused resources
- Greater real-world impact
When knowledge guides decisions
The first step in our work is to start from the available knowledge. Mieux Donner relies on scientific research, existing impact evaluations, and analyses by internationally recognized independent organizations. This work highlights a striking fact: depending on the interventions and the charities, the same euro can generate up to one hundred times more impact. This reality is the foundation of our approach. Based on this knowledge, we identify charities that can demonstrate that they are having a significant positive impact.Choosing where impact is greatest
The selection of charities recommended by Mieux Donner is based on a structured approach, founded on scientific data and recognized methodologies. To do so, Mieux Donner relies on the work of independent evaluators specialized in the comparative analysis of approaches and charities. These evaluators follow a multi-step process to prioritize the problems to be addressed, the possible interventions, and then the charities that implement these interventions effectively. Several criteria are considered during this selection process, including:- Concrete outcomes for the people helped. This means looking at what actually changes in people’s lives: improved health, diseases prevented, lives saved, reduced suffering, transformed living conditions—rather than the number of projects, reported beneficiaries, or campaigns carried out;
- The strength of the available evidence. Organizations are assessed based on studies, data, and independent analyses that aim to estimate the real effects of their interventions—not only their intentions or efforts;
- The relevance of the addressed problem. The analysis considers the scale of the problem, whether it remains under-addressed, and the potential for further progress if more resources are devoted to it;
- Transparency and quality of governance. The selected charities must be able to account for what they do, their results, their limitations, and the use of the funds received.
Governance in service of the mission
Mieux Donner’s credibility rests on a clear separation between donation flows and the organization’s operating structure. Donors make their donations through a secure payment platform. These funds pass through Mieux Donner’s dedicated fund before being transferred directly to the selected charities. These funds were fully transferred to the selected charities, in line with the strict separation between donation flows and the organization’s operating budget. Mieux Donner does not intervene in the allocation of these amounts: donors choose where their donation goes, and 100% of the money donated is transferred to the selected charities, with no commission or deductions. In parallel, the organization’s operations are funded separately, through specific voluntary contributions and support dedicated to Mieux Donner’s development. These resources are used exclusively to cover the organization’s expenses (salaries, tools, communications, operating costs), and are never mixed with funds intended for the supported charities. This structure guarantees:- Transparency of financial flows;
- Independence of recommendations;
- Trust among all stakeholders.
Flow of funds through Mieux Donner
This diagram illustrates two distinct pathways: funds directed to nonprofits and voluntary support for operating costs.
People giving via Mieux Donner
Directed contribution
Mieux Donner fund
Temporary pooling
Nonprofits
High-impact organizations
Supporters of Mieux Donner
Voluntary operational support
Mieux Donner
Operating expenses
How our work creates impact
Mieux Donner’s theory of change explains how and why our model produces real impact: it connects the actions we take to the transformations we aim to generate, both for people who give and for those who are supported.
1 Activities
Research and analysis by independent evaluators
Management of the website and donation platform
Communication and promotion of impact-driven giving
2 Outputs
Recommendations of highly effective charities
Sharing of resources and opportunities to give
Public exposure and motivation to give
3 Intermediate outcomes
Donations directed toward the most effective charities
4 Impact
Improved lives for humans and animals
Context
Many people express a strong desire to take action, to give, or to support causes that matter to them. However, this intention often encounters several obstacles:
- A lack of reliable information on the real effectiveness of charities and interventions;
- The complexity of issues, with highly variable approaches and outcomes depending on context;
- Uncertainty about the concrete impact of a donation, in terms of lives improved or suffering reduced.
In this context, uninformed generosity can lead to very different outcomes depending on the causes supported and the charities chosen—sometimes with far less effectiveness than one might expect.
Objective
Mieux Donner works to ensure that every act of generosity is grounded in reliable, comparative, and contextualized knowledge, so that donations can generate the greatest possible impact for the people and causes supported.
This ambition translates into two main transformations:
- For individuals and companies who give → Moving from intention-driven generosity to informed and structured giving, based on what data and evaluations reveal about real impact.
- For supported causes → Concentrating a growing share of resources toward charities that credibly demonstrate their ability to produce meaningful outcomes.
How this change happens
Our model is based on a logical chain of effects structured around three main stages:
1. Rigorous analysis of available evidence
We collect and analyze scientific research, evaluations conducted by recognized independent organizations, and comparative impact data. This stage makes it possible to identify interventions and charities with documented effectiveness, supported by robust evidence. It allows us to move beyond visibility or reputation and focus instead on actual effectiveness.
2. Production of accessible resources
The knowledge identified is translated into resources usable by everyone:
- Specific recommendations,
- Guides and comparison tools,
- Educational resources,
- Clear explanatory content.
These resources are designed to be understood without prior technical expertise, making impact analysis accessible to a broad audience.
3. Supporting generosity decisions
Beyond public resources, Mieux Donner provides concrete infrastructure to turn information into action, including:
- A donation platform integrating recommendations and impact comparisons,
- The ability to split donations across multiple charities,
- Pathways for one-off, recurring, or long-term giving pledges,
- Tracking tools to visualize choices and their evolution over time.
The goal is not only to inform, but to make generosity decisions simple, traceable, and aligned with what evidence shows about real impact.
Expected real outcomes
This process aims to generate several interconnected transformations:
- Better-informed donors able to make thoughtful giving decisions;
- Donations more effectively directed toward highly effective charities with documented impact;
- Tangible effects for individuals and causes supported.
Cumulative effect
As more people adopt structured giving and direct their donations toward high-impact actions, the effect compounds: individual choices become more effective, and norms around generosity evolve toward a focus on real impact.
In summary: Mieux Donner’s theory of change is based on a simple hypothesis: if donors are better informed, and if their donations are directed toward charities with demonstrated impact, then generosity will produce more real good for those supported.
Concrete support mechanisms
Mieux Donner offers personalized support, which may include:
- Clarifying what truly matters by helping identify causes, issues, and priorities that give meaning to an act of generosity;
- To make generosity a long-term commitment, thinking about how to give regularly and consistently rather than just occasionally;
- Comparing different ways of acting to understand the concrete effects of various approaches to the same problem;
- To better understand the real effects of the choices made, by linking each decision to the possible impacts on the people being helped.
Illustrations of the model in action
For example, someone wishing to support a cause may discover, through the content provided, that very different approaches exist to address the same issue—and that their effectiveness can vary considerably. The comparisons presented help convey orders of magnitude of impact and guide generosity toward actions with documented effects.
Similarly, the recommendations available on the site go beyond listing charities: they explain the methods used, expected results, and uncertainties, enabling more thoughtful giving.
Finally, educational resources support this approach by helping structure choices, prioritize actions, and embed giving within a long-term perspective.
These elements illustrate Mieux Donner’s purpose: transforming generous intent into conscious, structured action that is genuinely useful for those being helped.
2025: our choices, our priorities, our trajectory
Beyond the volume of donations raised, 2025 was above all marked by a sustained focus on the levers that genuinely amplify the impact of generosity.
Throughout the year, the team regularly reflected on what needed to be prioritized, adjusted, or sometimes set aside, in order to remain aligned with what produces the greatest real impact.
What guided our decisions in 2025
In 2025, we sought to grow the impact of generosity while staying true to what makes Mieux Donner distinctive.
Our decisions were guided by a few simple principles:
- Act without dispersion: focusing our efforts on levers identified as genuinely useful, rather than multiplying initiatives at the risk of diluting impact.
- Build while moving forward: developing our tools and methods while remaining fully engaged in action, embracing iteration, experimentation, and gradual adjustment.
- Learn continuously: testing new approaches, observing their effects, and improving our practices based on what experience teaches us.
- Maintain high standards for real impact: prioritizing the quality of information, analysis, and recommendations, even when this means foregoing shortcuts.
These principles structured all of our choices and the trade-offs made throughout the year.
A single logic: expand reach, convert interest, retain engagement, and anchor commitment over time.
Audience growth
Conversion
Retention
Giving pledge
This funnel structures all of our decisions: growing our audience, turning intention into action, and building lasting relationships with people who give.
Axis 1
Spreading a culture of impact-driven generosity
Content production, search visibility, public speaking, and participation in events to embed effective giving in the public conversation.
Axis 2
Turning the desire to give into action
Deployment of a new platform enabling donation allocation, improved clarity, and secure scaling.
Axis 3
Anchoring generosity over time
Developing giving pledges and nurturing an engaged community to structure sustained engagement.
Axis 1: Promoting impact-driven generosity
This first strategic axis in 2025 focused on spreading a culture of effective giving. From the beginning of the year, expanding our audience was identified as a major priority. This orientation guided a significant share of our work throughout 2025, as audience growth represents one of the main levers for amplifying the impact of generosity. This axis translated into a set of complementary actions:- Regular content production (articles, analyses, educational resources), with a specific focus on search visibility and reach;
- Editorial contributions and public speaking, notably through op-eds and articles published in national media outlets;
- Participation in events and collective forums (conferences, summits), aimed at embedding questions of impact and effectiveness in giving within the public debate;
- The organisation and support of editorial projects and events designed to reach new audiences and foster broader reflection on the responsibility associated with giving.
What this enabled in 2025:
- Strengthened visibility and reach of Mieux Donner.
- Publications and speeches contributing to public debate.
- Engagement with new audiences through editorial projects and events.
Axis 2: Turning the desire to give into action
The second strategic axis of 2025 focused on the concrete direction of generosity and on reducing practical barriers to giving. Throughout the year, the development of a reliable donation infrastructure remained a central priority. From the beginning of the year, we identified the need to evolve our tools in order to offer clearer, more flexible pathways, better suited to a wide range of situations. Alongside this work, we continued to guide generosity through our recommendations and content, linking the choices offered to available data showing the impact of interventions. This axis formed the operational backbone of our work in 2025. It mobilised a significant share of our energy, as it directly conditions our ability to channel growing volumes of generosity while maintaining high standards of reliability and transparency.What this enabled in 2025:
- Deployment of a tailored donation platform.
- Improvement of the clarity of the process and options offered.
Axis 3: Anchoring generosity over time
The giving pledge is a mechanism designed to encourage long-term generosity. It allows those who wish to do so to formalize a voluntary commitment, notably in the form of a pledge to give 10% of their income, or a progressive trial pledge. In 2025, we continued to develop the latter as a key driver of our action. This approach is based on a conviction that underlines our work: the most lasting effects for those receiving help are achieved when generosity is consistent over time, with clear objectives and ongoing commitment. Throughout the year, we monitored and engaged a base of individuals participating in this pledge, distinguishing between different forms of commitment (10% pledge and trial pledge). Particular attention was paid to understanding how pledges are formed, sustained over time, and achieved in practice. Concretely, this resulted in:- The explicit monitoring of the number of pledgers and the evolution of their pledges over time;
- The organisation of dedicated opportunities for meeting and exchange (including informal formats such as gatherings or cafés), aimed at maintaining connections, nurturing collective reflection, and enabling pledgers to share their motivations and promote the initiative within their own circles.
What this enabled in 2025:
- Regular monitoring of pledges with varying levels of involvement.
- Steady growth in the number of pledgers.
- Dedicated exchange moments to maintain connection and nurture collective reflection.
What we concretely did in 2025
Case study 1: Deploying a new donation platform
2025 objective: Improve the donation experience to make it smoother, clearer and more reliable, while laying the foundations for an infrastructure capable of supporting future growth.
Actions undertaken
- Design of a tailored donation platform, including the ability to split a donation across multiple charities.
- Integration of options allowing donors to voluntarily support Mieux Donner’s operating costs.
- Implementation of post-donation automations (confirmation, follow-up, impact report).
- External security audits conducted prior to deployment.
- Gradual rollout, followed by operational adjustments based on early usage.
Observed outcomes
- A clearer and more secure donation process.
- Improved transparency of available choices and financial flows.
- A robust technical foundation to support increasing volumes of donations.
Key learnings
Investing in robust foundations requires time and iteration, but it is an essential prerequisite for sustainable growth.
Case study 2: Crossing the €1 million target
2025 objective: Increase the donations raised through Mieux Donner, while remaining mindful of how these donations are made.
Actions undertaken
- Regular monitoring of donations raised throughout the year.
- Focus on recurring donations.
- Continuous analysis of the nature of transactions.
Observed outcomes
- Gradual crossing of several symbolic thresholds.
- Exceeding the milestone of €1 million in cumulative funds raised.
- Growing momentum driven both by regular donations and significant one-off contributions.
Key learnings
Reaching €1 million in 2025 marks a major step for Mieux Donner. More people are donating to charities with proven impact, and by tracking donations over time, we can see how giving grows in meaningful ways.
Case study 3: Contributing to the public debate on international aid
2025 objective: Provide a well-argued and accessible contribution to public debates on the effectiveness and allocation of international aid.
Actions undertaken
- In 2025, Mieux Donner did not limit itself to publishing analyses: the team sought to bring these issues into spaces where they could have a concrete effect. This notably took the form of:
- Collaboration with several teams within the French Ministry for Europe and Foreign Affairs on the impact of official development assistance;
- Participation in discussions and the drafting of a report aimed at putting budgetary choices and their human consequences into perspective;
- An invitation to the National Assembly;
- The production of analyses and briefing notes designed to inform these discussions with data and comparisons drawn from research.
Observed outcomes
- Strengthened visibility and credibility of Mieux Donner as a serious interlocutor on issues related to the effectiveness of international aid;
- Integration of the organisation’s work into decision-making and debate arenas well beyond its direct donation recommendation activities.
Key learnings
Some actions generate systemic impact: their effects are indirect and delayed, but potentially decisive in the long term.
Case study 4: Reaching new audiences through editorial projects and events
2025 objective: Expand the audiences exposed to the challenges of generosity and real impact.
Actions undertaken
- Design and support of editorial projects.
- Organisation and participation in events fostering dialogue between different ecosystems.
- Creation of spaces for discussion around responsibility in giving.
Observed outcomes
- Expansion of the audiences reached by Mieux Donner’s work.
- Strengthened credibility and capacity for dialogue with a wide range of stakeholders.
Key learnings
Projects with strong relational and editorial intensity require clear trade-offs, but play a key role in the sharing of ideas.
Measuring what matters
Mieux Donner’s impact in 2025 can be measured across several complementary dimensions: donations raised for high-impact charities, people’s engagement, cultural influence, and the broader giving ecosystem. This section presents observable outcomes by combining multiple perspectives.The Mieux Donner community
In 2025, 398 people and companies donated through Mieux Donner, including 269 people who donated at least €100. This community reflects a wide diversity of backgrounds, situations, and ways of engaging with generosity.Generosity over time
Our first group of donors detailed below includes those who make long-term commitments with Mieux Donner.Donor re-engagement
58%
68 people are still giving (out of 117 active donors in 2024)
117
2024
→
68
2025
71%
53 people still give €100 or more (out of 75 donors giving €100+ in 2024)
75
2024
→
53
2025
Their contribution is increasing
+41.6% →
Generosity on the rise
In 2025, we expanded our circle of reach. 330 new people made their first donation via Mieux Donner, including 209 giving at least €100. These new donors arrived through varied channels: online search, media, social networks, recommendations, or circles already familiar with impact. They represent both an expansion of the community and a significant share of the year’s growth dynamic.Generosity grows in 2025
New people
Donations ≥ €100
Donations < €100
Among the 330 new people who donated via Mieux Donner in 2025, 209 gave at least €100, while 121 made a smaller donation.
Many different giving pathways
Generosity raised through Mieux Donner does not rely on a single donor profile or on a small number of large contributions. It results from a combination of thousands of individual decisions, recurring donations, and a few very significant donations which, together, create strong leverage.Donation proportions by amount
39.5%donations above €100,000
28.4%donations between €10,000 and €100,000
24.4%donations between €1,000 and €10,000
7.7%donations below €1,000
In other words, more than 60% of total amounts come from large individual donations. But nearly a third also comes from around a hundred mid-sized donations, and a meaningful share relies on smaller contributions—often recurring.
Very different profiles among the largest contributions
Profile 1: A healthcare professional who wants to structure their generosity
A physician running their own medical practice. After discovering the principles of effective altruism, they decide to allocate a significant share of their income to help as much as possible—seeking data, understanding where money can do the most, and supporting charities selected for their impact.Profile 2: Someone receiving an inheritance and wanting to do something truly useful with it
Some people receive an inheritance or a substantial financial transfer. Rather than using it solely for themselves, they choose to dedicate a meaningful share to causes able to produce real impact—sometimes at a scale they could never have reached otherwise.Profile 3: Someone donating equity or shares
Some individuals receive company shares or equity as part of their work. When those assets increase in value and are sold, they sometimes donate part or all of the proceeds—believing this money can do far more good when directed toward highly effective charities.Profile 4: A deeply committed company
Through its products, the company already aims to contribute positively to health. It chooses to go further by allocating part of its revenue to charities with demonstrated effectiveness, embedding its generosity in a coherent, durable, and genuinely useful approach.Profile 5: A person from scientific or academic circles
Trained in analysis and evaluation—or simply sensitive to it—this person is convinced that not all donations are equal. They use Mieux Donner to direct contributions toward charities backed by research, and to track their giving over time.Profile 6: A high-earning engineer
Holding a highly qualified position in a technical or scientific sector, this person has high income and strong saving capacity. They want to put part of their resources toward causes with real impact. Mieux Donner provides benchmarks, comparisons, and a framework to turn strong financial capacity into coherent and effective generosity.Channeling donations to maximize impact
Money raised
In 2025, Mieux Donner helped raise €944,753, bringing the total raised
since its creation to €1,019,112 toward charities selected for their
demonstrated ability to produce real and measurable impact.
These funds were fully transferred to the supported charities, in line with our strict separation between donation flows and the organisation’s operating budget.
The money raised includes both donations processed directly via our payment
platform and those influenced by Mieux Donner’s support, even when they did not
pass through our bank account.
This includes in particular:
- Donations made by bank transfer, cheque, or other off-platform methods;
- Donations made from abroad, when the French tax framework did not apply;
- Cases where donors encountered difficulties with the donation form;
- Contributions made via structures owned by the donors (endowment funds, hosted foundations, etc.).
At Mieux Donner, our goal is not to raise as much money as possible, but to generate the greatest possible impact.
Focusing on the charities with the greatest potential for impact is not about reducing generosity to numbers; on the contrary, it is about seeking to turn every donation into tangible outcomes for the people, animals and causes that need it most.
Romain Barbe · Founder of Mieux Donner
Breakdown of donations by charity
Charity
Share
Donations
Against Malaria Foundation France
24,78 %
€252 543,57
Helen Keller International
35,07 %
€357 429,63
Good Food Institute
17,89 %
€182 280,70
Center for AI Safety
4,49 %
€45 799,69
Clean Air Task Force
2,42 %
€24 655,35
New Incentives
1,42 %
€14 462,47
The Humane League
1,02 %
€10 437,24
Future Preservation Fund
1,01 %
€10 283,35
Other charities
11,32 %
€115 392,39
Total
100 %
€1 019 111,56
Breakdown of donations by cause areas
Mieux Donner deliberately focuses its work on a small number of cause areas for which we have strong reasons to believe that the positive impact per euro donated is the highest. This prioritization is based on the same criteria used to select the recommended charities.
Health / poverty
69,36 %
Alternative proteins
17,89 %
Climate
4,85 %
Animals
1,83 %
Catastrophic risks
5,50 %
Cross-cutting / meta
0,57 %
What these funds have achieved in practice
Based on data from international partner evaluators and the impact estimation methods used, the directed funds allow us to estimate the following effects:
👥
252,684
people helped
❤️
133
lives saved
🐾
978,367
animals helped
🍃
86,574 t
tonnes of CO2 avoided
These figures provide an order of magnitude of the effects generated by directed generosity through Mieux Donner. They help move beyond a purely financial view of giving and instead focus on what truly matters: the tangible consequences for people, animals, and ecosystems.
These figures come from some of the most rigorous cost-effectiveness analyses available and aim to cautiously represent real-world impact. Estimates are available on the charities’ pages.
Sharing of ideas and public visibility
The impact of Mieux Donner is not limited to donations. It also includes the spread of ideas, the mobilization of a structured debate around effective generosity, and influence on public discourse about giving.
Media visibility
In 2025, Mieux Donner benefited from regular coverage in national and specialized media outlets, helping to bring a more demanding and better-informed approach to generosity into the public debate.
These contributions made it possible to highlight key messages about the effectiveness of giving, the role of research and data in philanthropic decision-making, as well as the geopolitical, humanitarian, and environmental challenges related to resource allocation.
Main publications in 2025:
Podcasts
In 2025, Mieux Donner was invited and featured in several audiovisual formats distributed on mainstream platforms, helping to broaden the reach of its ideas and make the challenges of informed generosity more accessible.
These interviews, published on YouTube and Spotify, provided an opportunity to present Mieux Donner’s approach, principles, and methods in long, conversational formats that are designed to encourage in-depth discussion and sharing.
They represent an important lever for visibility and education, complementing written content and media contributions, and helping to promote a more thoughtful and demanding approach to generosity among diverse audiences.
Events & Presentations
In 2025, Mieux Donner also invested in events, public talks and live formats to promote effective generosity and make its ideas accessible to new audiences.
Promotion of Rutger Bregman’s book Moral Ambition
One of the highlights of the year was supporting the French launch of Moral Ambition by Rutger Bregman in September.
In just ten days, the team organized a launch event on a boat in Paris, including:
- The sending of around 120 invitations and books to journalists, content creators and public figures,
- 25 review copy requests,
- 30 attendees at the event, primarily entrepreneurs and nonprofit sector actors.
Although the event was not intended to generate donations, it played a crucial role for Mieux Donner: it helped introduce the concept of moral ambition and the principles of effective generosity to a broader and more diverse audience.
It served as a key moment to disseminate these ideas among media professionals, influential figures and nonprofit actors, and to position Mieux Donner within a broader ecosystem of reflection and action around real-world impact.
The event also led to several editorial publications (book summary, quotes, event recap) on the Mieux Donner website, strengthening its role as a leading French-language reference on these topics.
Effective Altruism Summit
Effective altruism is a movement that seeks to combine compassion, reason and scientific evidence to determine the most effective ways to help others with the resources available.
In this context, Mieux Donner participated in 2025 in the Effective Altruism Summit. This participation enabled Mieux Donner to:
- Strengthen its visibility as an organization engaged in reflection on the impact of donations;
- Position the organization within the discussions and dynamics of a French-speaking ecosystem structured around these issues;
- Further promote an evidence-based approach among audiences already aware of these ideas, or in the process of discovering them.
Webinars and Educational Formats
Several webinars were organized throughout the year, including:
- A webinar on tax deductions and talking about generosity,
- Webinars focused on effective giving and the giving pledge.
These formats were used as tools for education, conversion and retention, particularly among pledgers and individuals already interested in impact.
Roundtables
Financial Resources and Impact Leverage
2025 marks an important milestone in the financial consolidation of Mieux Donner.
The organization successfully combined strong institutional support with growing individual contributions, while maintaining rigorous and prudent resource management.
As of January 1, 2025, Mieux Donner held €84,759 in cash reserves. As of December 31, 2025, these reserves amount to €127,276, representing a net increase of €42,517 over the year and enabling preparation for team growth.
This positive development reflects both the trust of funders, the team’s budgetary discipline, and the strength of the organization’s economic model.
Sources of funds
In 2025, Mieux Donner mobilized €132,778 in resources, exceeding initial projections.
| Source of funds | Amount |
|---|---|
| Foundations and funds | €109,147 |
| Individual contributions | €22,193 |
| Financial income (interest) | €1,438 |
| Total | €132,778 |
Foundations and philanthropic funds form the primary funding base of Mieux Donner. They ensure the organization’s ability to invest in its tools, research and team, while preserving its independence from the charities it supports. The two largest funders are supporters connected to the Ambitious Impact incubator, notably through their Seed grant which enabled our launch, as well as Coefficient Giving.
Individual contributions represent a growing share of resources. While still a minority in volume, they play a strategic role: they reflect the endorsement of those supported by Mieux Donner and strengthen the legitimacy of the model.
Financial income, generated from treasury management, complements these resources and contributes to the organization’s stability.
Use of funds
Total expenditure in 2025 amounted to €90,261, below the initial budget, partly explained by a planned 10% margin. This spending discipline, combined with incoming support, allowed the organization to strengthen its cash reserves.
| Use of funds | Amount |
|---|---|
| Salaries and social charges | €65,674 |
| Service providers and freelancers | €11,665 |
| Tools, marketing and communications | €6,121 |
| Events and travel | €4,898 |
| Operational expenses | €1,904 |
| Total | €90,261 |
The majority of resources are allocated to human capital. This reflects the nature of Mieux Donner’s model: an organization built on analysis, knowledge production, guidance and the spread of ideas, relying primarily on the expertise of its team.
Spending related to service providers and digital tools supports the donation platform, payment security, tracking tools and content production.
Events and travel contribute to community-building, strategic exchanges and Mieux Donner’s visibility.
The difference between resources and expenditures results in a surplus of €42,517, which strengthened cash reserves and improved the association’s financial outlook for the coming year.
Mieux Donner’s giving multiplier
The giving multiplier is a way of assessing the impact of an organization like Mieux Donner. Various effective giving promotion organizations use this metric. Founders Pledge’s report defined the main measurement methods, and Giving What We Can provides tools on the topic that we use.
Mieux Donner is an independent organization whose mission is to guide generosity so that available resources are directed toward charities capable of producing the greatest real-world impact.
In this context, the operating budget alone is not a meaningful indicator of impact. The central question is the extent to which Mieux Donner’s existence and actions redirect financial flows toward highly effective charities, compared to what would have happened in its absence.
This is precisely what the giving multiplier seeks to measure: how many euros are directed toward high-impact causes, truly attributable to Mieux Donner, for each euro invested in its operations?
This evaluation covers the 2025 calendar year and aims to:
- provide transparent information on Mieux Donner’s efficiency;
- document the assumptions used;
- enable a critical and responsible interpretation of this indicator.
Why measure a giving multiplier
The giving multiplier is a leverage indicator of generosity. It evaluates an organization’s ability to generate a much larger financial flow toward high-impact charities.
Unlike purely financial or accounting indicators, the giving multiplier:
- incorporates the notion of counterfactual impact (1);
- considers the effectiveness of the charities to which donations were directed.
It therefore does not measure “all the money that passes through,” but rather the money whose trajectory was altered due to Mieux Donner’s existence.
(1) A donation has strategic value only if it is counterfactual: that is, if it would not have occurred, or not in the same way, without Mieux Donner. This includes in particular:
- donations triggered by recommendations,
- donations redirected toward more effective charities,
- giving pledges.
Key results
In 2025, the amount of donations directed toward very high-impact charities per euro invested in Mieux Donner’s operations was 10.5. Our most likely counterfactual giving multiplier is estimated between 5.3 and 6.2, depending on the calculation method used.
The first estimate (5.3) includes all donations directed by the organization during the evaluation period, adjusted for impact, without distinguishing between long-term commitments and other donations. It does not account for the future value of commitments secured during the year, which are incorporated into impact assessments of subsequent years.
The second estimate (6.2) explicitly incorporates giving commitments into Mieux Donner’s theory of impact. It combines donations made outside commitments and the estimated long-term value of commitments secured during the period. This method aims in particular to avoid double counting by distinguishing between donations from already committed individuals and those genuinely generated by the organization’s action.
In 2025, each euro invested in Mieux Donner generated between €5.3 and €6.2 in additional donations toward high-impact charities that would not have occurred without its action.
Counterfactual adjustment
Some of the directed donations might have occurred even without Mieux Donner. The purpose of the evaluation is therefore to estimate what proportion of the directed amounts would not have existed, or would not have been directed toward these charities, without its intervention.
This adjustment aims to measure the share of funds truly transferred in a counterfactual manner — that is, specifically thanks to Mieux Donner’s influence.
Concretely, this involves estimating the proportion of donations that:
in the absence of Mieux Donner.
This proportion is then applied to the total amount of directed funds to estimate the volume of donations genuinely attributable to the organization’s action.
The estimate is based notably on:
2025 donation survey
We sent an impact evaluation survey to 116 people who donated in 2025.
These individuals were selected at random with a probability proportional
to the amounts donated.This sample represents less than 30% of individuals, but more than 98% of
the amounts directed over the year.This methodological choice was initially intended to encourage
participation from those who contributed the most. In hindsight, this
approach proved not very relevant: a broader distribution of the survey
would likely have been preferable.
In total, we collected 49 responses, after a personalized follow-up with
individuals who donated more than €1,000.
Survey responses, combined with structured interviews, cover nearly 80%
of the amounts directed. This sample therefore provides a meaningful view
of giving behavior.
Responses to the question: “Which option best describes what you would probably have done with the money you gave us if you had not encountered Mieux Donner?”
49 responses
56.3% — I would have donated differently
22.9% — I would have donated the same amount
14.6% — Personal spending or savings
4.2% — I would not have donated
2.1% — I don’t know
Two main biases can nevertheless be identified:
- the largest donations are overrepresented in the sample;
- people already close to the effective altruism community were more likely to respond.
2025 donation survey
Impact of the tax deduction
One third of respondents report fully applying the tripling effect
enabled by the tax deduction. Another third say they increase their
donations by 50 to 100%, and the final third by 10 to 50%—or not at all.
Based on self-reported answers, the tax deduction would increase
donations by about 90%. This figure should, however, be interpreted with
caution: the audience that responded to the survey is likely more
rational and more impact-oriented than the general population.
Five people indicated that they would have given the same amount and in
the same way, while acknowledging that they were influenced by the tax
deduction (n = 5). They appeared to be familiar with the only charities
they could have donated to while still benefiting from this advantage.
Part of Mieux Donner’s counterfactual impact is therefore linked to the
fact that the organization makes it easier to use the tax deduction to
support effective charities.
Influence of the tax deduction on donation amounts
Responses to the question: “To what extent did the tax deduction influence the amount you donated?”
Results
31.3% — The tax benefit led me to triple my donation amount (while keeping the same cost)
31.3% — The tax benefit significantly increased my donation amount (50% to 100% more)
14.6% — The tax benefit had a meaningful influence on my donation amount (10% to 50% more)
14.6% — I did not benefit from a tax deduction
8.3% — The tax benefit had no influence on my donation amount
2025 donation survey
Familiarity with organizations that feature Mieux Donner
GiveWell, Giving What We Can and Effective Altruism France feature Mieux Donner on their websites.
80,000 Hours also features GiveWell and Giving What We Can. These
four sources were cited as ways of discovering Mieux Donner; we therefore
assessed respondents’ level of familiarity with these organizations.
70% of respondents are able to describe at least one of these
organizations, with around 20% reporting that they already interact with
them regularly.
However, people tend to overestimate their level of knowledge. A
fictitious organization would also have elicited “I know the name”
answers. We therefore consider the responses “I don’t know” and “I know
the name” to be relatively similar in terms of actual familiarity.
In addition, some people know or can describe these organizations only
because Mieux Donner introduced them. This question did not allow us to
clearly distinguish that case.
Finally, it is interesting to note that among people who already knew or
could describe these organizations before discovering Mieux Donner, some
nevertheless believe that, without Mieux Donner’s existence, they would
not have donated to highly effective charities. This shows that knowing
GiveWell or similar organizations is not a sufficient criterion to assess
the counterfactual nature of a donation.
GiveWell, Giving What We Can, Effective Altruism France and 80,000 Hours
2025 donation survey
Deepest familiarity among GiveWell, GWWC, EA France and 80,000 Hours
I can describe them – 47.8%
I know the name – 19.6%
I interact regularly (newsletter, events…) – 15.2%
I have interacted in the past – 6.5%
I don’t know – 10.9%
Donations to non-recommended charities
Some of the people supported by Mieux Donner would have directed their
donations to effective charities even without Mieux Donner. Others
would simply not have donated without its existence. Conversely, some
increased the amounts they were already allocating to effective
charities thanks to the support provided.But some responses also indicate that they donated to Mieux Donner
instead of other charities they had considered supporting. Some
individuals would have allocated all of these amounts to
non-recommended charities.On average, respondents estimate that 20% of their donations would have
been redirected toward non-recommended charities. When weighted by the
amounts actually donated, this figure reaches 29% of the funds
collected by Mieux Donner.
It is then necessary to subtract the impact those alternative donations
would have had. Mieux Donner regularly highlights that supporting the
most effective charities can produce up to 100 times more impact.
The Happier Lives Institute, in its national happiness report, even
mentions gaps that can reach a
factor of 1,000 when comparing different causes.
2025 donation survey
Based on survey responses about the alternatives considered in the absence
of Mieux Donner, these donations would not have been particularly
directed toward other international development or farmed animal welfare
charities, where each euro tends to have higher average impact. We
therefore use a conservative impact-variation factor of 100, which would
imply an adjustment of 0.29% to the counterfactuality ratio.
Donations to non-recommended charities
Estimate of the theoretical adjustment linked to the share of donations that would have been directed to non-recommended charities.
=
100%
Amounts directed via Mieux Donner
+
29%
Estimated share that would have gone to non-recommended charities
×
×100
Impact-variation factor used
0.29%
Maximum theoretical adjustment to the counterfactuality ratio
This correction is not included in the final calculation, in line with Giving What We Can and Founders Pledge practices.
Counterfactuality survey results
The survey included several questions that were close to one another,
which made it possible to identify certain inconsistencies in responses.For example, some people state that they would have donated in the same
way to highly effective charities without Mieux Donner, but when asked
which charities they would actually have supported, they cite local
structures or other charities explicitly considered not to be among the
most effective uses of funds according to evaluators.These gaps suggest that some people overestimate their true propensity
to donate to high-impact charities.
2025 donation survey
We also observed two cases in which respondents claim they would have
donated to highly effective charities, while being unable to describe any
of the reference organizations presented (GiveWell, Giving What We Can,
80,000 Hours or Effective Altruism France). This leads us to doubt their
ability to direct their donations in a truly effective way if they had
not discovered Mieux Donner.Finally, the survey shows a significant selection bias, with a majority
of respondents already highly engaged in the effective altruism
community. For this reason, we consider the corrected results from this
survey to be conservative estimates. In practice, Mieux Donner’s real
impact is likely higher than what the self-reported answers reflect.On its own, the survey covers nearly 80% of donated amounts and allows us
to state with a high level of confidence that at least 34% of total
donations are counterfactual to Mieux Donner’s existence. For the
remaining 20%, for which we do not have direct survey answers, we rely on
the declared source of discovery of Mieux Donner to apply the
percentages defined below.
| Origin of donations | Conservative estimate | Expected value |
|---|---|---|
| Person linked to, or mentioning, effective altruism or one of the affiliated organizations | 40% | 55% |
| Contact directly initiated by Mieux Donner | 100% | 100% |
| Podcast, press articles, social media, and word of mouth | 50% | 75% |
| Share of 2025 donations that are counterfactual | 55% | 58% |
We estimate that 58% of the donations collected by Mieux Donner in 2025 would not have been allocated to highly effective charities without Mieux Donner’s actions.
2025 donation survey
Limits of the estimate
📊
Around 80% of the estimate relies on self-reported survey data.
⚖️
Small gap between conservative estimate and expected value because responses are used as-is.
🌍
International analyses show a tendency to overestimate one’s ability to give effectively.
👥
Selection bias among respondents, impossible to reliably correct for non-respondents.
End of the 2025 donation survey
Opportunity cost of work
In the calculation of the counterfactual multiplier, Mieux Donner includes an adjustment related to the opportunity cost of work. This aims to estimate the alternative impact that the team members could have generated if they had not worked for the organization. It is assessed by considering a higher-paying activity on the labor market and the corresponding donations. However, volunteer work time is not taken into account for 2025.
Salaries included
€65,674
The salaries retained correspond to employer payroll costs (gross-up), for a total amount of €65,674.
Counterfactual salary multiplier
2.0×
Share of salary that would have been donated
50%
Estimated opportunity cost
€65,674 × 2.0 × 50% = €65,674
This amount is subtracted from the calculation in order not to overestimate the net impact attributable to Mieux Donner’s action.
Financial flows toward highly effective charities in 2025
The amounts taken into account include:
- donations made via the Mieux Donner platform;
- donations directly influenced by Mieux Donner but made through other channels.
To make the giving multiplier rigorous, we use the amount actually directed during the 2025 calendar year.
| Indicator | Amount |
|---|---|
| Cumulative total end of 2024 | €74,359 |
| Cumulative total end of 2025 | €1,019,112 |
| Amount directed in 2025 | €944,753 |
Expenses by Mieux Donner in 2025
The expenses taken into account correspond to Mieux Donner’s actual operating costs for the 2025 financial year.
| Expense item | Amount |
|---|---|
| Salaries and payroll taxes | €65,674 |
| External services | €11,132 |
| Operating expenses | €13,455 |
| Total 2025 expenses | €90,261 |
2025 Gross Giving Multiplier calculation
The leverage effect, or Gross Giving Multiplier, is calculated as follows:
Gross Giving Multiplier = Amount directed in 2025 / Expenses in 2025
2025 Gross Giving Multiplier = 944 753 / 90 261 = 10.5
A leverage ratio of 10.5 means that in 2025: every euro invested in Mieux Donner’s operations directed more than ten euros toward high-impact charities.
This result indicates that Mieux Donner acts as a generosity amplifier by:
- making major differences in effectiveness between interventions visible;
- reducing the dispersion of donations;
- directing resources toward actions whose effects are documented.
2025 Net Giving Multiplier calculation
This net giving multiplier estimate is based on a method that takes into account the total value of the amounts directed by the organization over the period evaluated, adjusted based on their impact and their counterfactual aspect.
It does not distinguish donations stemming from long-term commitments from other donations: all directed donations are included in the calculation.
However, this method does not take into account the future value of giving pledges acquired during the period. These pledges are generally integrated into impact evaluations in subsequent years, when they effectively translate into realized donations.
A share of the directed donations could have occurred even in the absence of Mieux Donner. The objective is therefore to estimate what proportion of the directed amounts would not have existed, or would not have been directed to these charities, without the organization’s intervention.
This counterfactual proportion is applied to the total amount directed in order to estimate the donations genuinely generated by Mieux Donner over the period.
(Amount directed × counterfactual adjustment − opportunity cost of work time)
/ Mieux Donner expenses in 2025
2025 Net Giving Multiplier = (58% of 944 753 − 65 674) / 90 261 = 5.3
In other words, each euro invested in Mieux Donner’s operations made it possible to generate an average of €5.3 in additional donations toward high-impact charities, which would not have existed, or not in this form, without its action.
2025 Net Giving Multiplier calculation including giving pledges
This estimate is relevant only for organizations that include giving pledges in their theory of impact, which is the case for Mieux Donner. For organizations that do not take pledges into account, this value is equivalent to the one obtained by the method based solely on current donations.
This estimate of the counterfactual giving multiplier is based on a method that takes into account:
- the value of the amounts directed outside giving pledges over the evaluated period, adjusted for their impact;
- as well as the estimated long-term value of the giving pledges acquired during the period.
The calculation explicitly seeks to exclude donations already counted from people otherwise pledged, in order to avoid any double counting between realized donations and future pledges.
This approach makes it possible to estimate not only the short-term impact generated, but also the durable impact associated with donation trajectories that Mieux Donner helps create over time.
The expected value of giving pledges is defined by Giving What We Can.
((Amounts directed − donations linked to giving pledges) × counterfactual adjustment
− opportunity cost of work + giving pledges)
/ Mieux Donner operating expenses
2025 Net Giving Multiplier = ((944 753 − 9 636) × 58% − 65 674 + 83 186) / 90 261 = 6.2
Learnings
The year 2025 was an intense year for Mieux Donner — a year in which we continued to build, test, and evolve our model, while observing more and more clearly what works and what needs to be improved.
Rather than following a fixed plan, we moved forward by staying attentive to what reality showed us: how people use our tools, how they make their giving decisions, and how our organizational choices influence the impact we can generate.
What worked well
In 2025, one thing is certain: people are willing to change the way they give when they are provided with solid information, clear comparisons, and a simple decision-making framework.
Impact-based recommendations, educational content, and support were genuinely used.
People who donate changed their choices, sometimes very significantly, based on what Mieux Donner brought them.
This confirms a key point: many people want to do good, but above all they need help to understand where and how their money is most useful.
Mieux Donner’s credibility made the difference
Another strong point in 2025 was the trust placed in Mieux Donner. People who commit explain that they do so because they feel the work is serious:
- sources are cited,
- limitations are acknowledged,
- choices are explained.
This rigor has become one of the main drivers of commitment: people give because they understand why a given charity is being recommended.
The giving pledge proved to be a real anchor
The year 2025 also showed that the giving pledge plays a central role.
It is not only a tool to give more; it is a framework that helps people ask real questions:
- how much can I give?
- to which causes?
- and over what time horizon?
Offering both a 10% pledge and a trial progressive version made it possible for very different profiles to find their fit.
This system helped create a core of people who give more regularly and more thoughtfully.
Challenges encountered
Doing a lot with limited resources
At the same time, we need to:
- analyze data,
- produce content,
- maintain the platform,
- run the community,
- ensure the reliability of financial flows.
This forced the team to make difficult choices and accept not moving as fast as desired.
Convincing is not always enough to trigger a donation
Many people agree with the idea of giving more effectively, but taking action remains a barrier.
This shows that impact depends not only on the quality of ideas, but also on the clarity of the process, reminders, and follow-up.
Making complexity understandable is a real challenge
The challenge is to remain honest and rigorous while speaking in a clear and accessible way.
Key choices made in 2025
Not sacrificing quality to move faster
Rather than trying to produce large volumes of simplified content, the team chose to provide resources that take the time to explain, compare, and nuance.
This more demanding work takes time, but it helps build lasting trust and supports more informed giving decisions.
Making the giving pledge a pillar, without making it mandatory
The giving pledge was confirmed as a central element, while leaving room for different paths.
Embracing a way of working based on testing and adjustment
Rather than locking in a model too early, Mieux Donner chose to learn by moving forward — staying true to its mission while adapting its tools and methods to on-the-ground reality.
Our path ahead in 2026
After a year in 2025 dedicated to consolidating the model and increasing the generosity directed by Mieux Donner, 2026 fits into a broader trajectory: that of an ambitious project aiming to reach €5 million directed in 2027.
In this trajectory, 2026 is designed as a year of structuring and acceleration.
The challenge is not only to do more, but to give ourselves the means to do much more, sustainably.
One key point emerges very clearly from the strategy: in order to seize new opportunities and sustain a higher level of ambition, Mieux Donner can no longer depend mainly on the time of two people. The organization must build a team capable of operating autonomously and supporting growth.
2026 Targets
Minimum expected level
€700,000
Corresponds to the minimum expected level, given that the two largest supporters in 2025 are not guaranteed in 2026.
Realistic target
€1.5 million
Represents the realistic growth scenario based on current projections.
Ambitious target
€2.25 million
Aligned with the trajectory toward €5 million directed in 2027.
A team capable of supporting the ambition
The ramp-up planned for 2026 relies on a significant strengthening of the team: building a strong and autonomous team capable of managing new opportunities and sustaining growth.
An explicit trade-off principle
The 2026 strategy sets out a clear principle: when several options are possible, Mieux Donner will choose those with the strongest long-term potential, even if they involve greater uncertainty.
For example, rather than prioritizing the publication of an op-ed, it may be more strategic to convince a new ambassador who can reach their audience on multiple occasions. This principle aims to direct energy toward the levers that can truly change the scale of long-term impact.
Our ambition
The medium-term ambition is summarized by one number: €5 million directed in 2027. Our long-term ambition remains the same: to make effective generosity the norm.
2026 should make it possible to build the team and the relationships needed for Mieux Donner to become a central actor in structured and impact-oriented generosity.
Thank you for reading
Thank you for reading our annual report and for your interest in the impact of donations. If you would like to explore certain aspects further or discuss effective generosity, we would be delighted to speak with you.