Cover -- Title Page -- Copyright -- Contents -- Preface: Schindler's Regret -- Chapter 1 Why Charity? -- Asking Why -- The Goal of Charity -- Barriers to Good -- The Challenge of "Why?" -- Chapter 2 Doing Good or Doing Great? -- A Tale of Two Charities -- Doing Good, or Doing a Lot of Good? -- Chapter 3 Facing the "Brutal Facts'' on How Much Good We Are Accomplishing -- Gritting Our Teeth and Heading Down the Slope -- All Charities Are Not Created Equal -- Asking the Genie in the Bottle: Making Comparisons When Comparisons Seem Hard -- There Are Always Big Differences Between Charities -- Accepting the Fact That We Can Always Do Better -- It's Always Subjective, and There's No Way Around That -- But Wait…Does That Mean All Theaters Are Doomed? -- Chapter 4 Chasing the Bottom Line: How to Do More Good for Less Money -- Defining Our Bottom Line -- Doubling Down on Saving Rabbits -- Where Following the Bottom Line Leads, and Why It Can Be Hard to Follow -- When Following the Bottom Line Means Making Big Changes -- Why We Lose Sight of the Bottom Line -- Chapter 5 Why Efficiency Means Everything for Donors (and Charities, Too) -- Bringing It Back to the Bunnies -- The Space to Be Human -- There Are Massive Differences Between Charities in the Same Field -- Coming to Grips with the Hard Facts -- Chapter 6 How We Can Drive Our Favorite Charities to Succeed -- The 1,500 Bottle of Soda -- The Free Market and the World of Charity -- Giving Non-Profits the Incentive to Be Great -- It's Not All Donors' Fault -- Unhelpful Advice -- A New Breed of Charity Advisors -- Chapter 7 Our Brains Don't Want Us to Be Great at Doing Good, But We Can Outsmart Them -- What Charity Looks Like on the Inside -- Questioning Our Motives -- Looking Out for Number One, in More Ways Than One -- Our Biases Try to Rule Us, and This One Is Really Bad -- Empathy and Evolution.

More Biases and Other Mental Quirks -- Defeating Our Brains and Doing as Much Good as Possible -- Putting Our Self-Centeredness to Work -- Chapter 8 The Advice We Are Given About Charity Is Wrong-Here's the Truth -- Following Your Passion Is a Bad Idea -- Being Great at What You Do Doesn't Matter Unless You're Doing the Right Thing -- Not All Charity Work Is Needed or Worth Doing Right Now -- We Have to Make Hard Decisions About Who to Help and Who to Ignore -- Doing Good Doesn't Always Feel Good -- Charity Is All About Winning -- Chapter 9 Moving Forward with Humility: Admitting What We Don't Know -- Knowing What We Don't Know -- The Wonderful World of Science -- Learning How to Do Good Instead of Guessing How to Do Good -- Chapter 10 Nine Steps to Greatness -- 1. Get Serious -- 2. Never Forget the Goal of Charity -- 3. Shun Fuzzy Thinking and Feel-Good Rhetoric-They Are Self-Centered -- 4. Be Aware of the Psychological Biases We All Have -- 5. Be Willing to Face the Hard Facts -- 6. Define and Make Decisions Around a Bottom Line -- 7. Measure, Measure, Measure -- 8. Give Non-Profits the Incentive to Be Great -- 9. And Remember: Never Forget the Goal of Charity -- Conclusion: The Joy of Great Charity -- About the Author -- References -- Index -- EULA.