Centre for Effective Altruism


“Effective altruism” is making the leap from an academic concept to a practical ideology. It is gaining momentum and mainstream acceptance, empowered by a bold vision of “A world where the greatest good for all is realized.” Armed with a strong roadmap, the Centre for Effective Altruism is continuing to lead and shape the movement, becoming its voice and central authority.


Effective altruism—the concept of applying evidence and reason to the charitable giving of one’s money, time and talent—began as a grassroots movement among academic circles. As it gained momentum, the non-profit Centre for Effective Altruism (CEA) was established to act as a central resource for the growing but scattered community. It turned to Straightline to create a clear articulation of the movement’s vision and purpose, which it could use to harness the passion of its affiliated organizations in more than 60 countries.


Straightline helped CEA unify its vision and purpose, as well as define its role in the effective altruism community. We developed a positioning to help turn the theoretical concept into a practical ideology, with CEA acting as the central springboard. We defined a set of guiding principles, and presented specific ideas for initiatives to engage current members and attract new pragmatic idealists to this worthy cause.