Untapping the Philanthropic Potential in Estonia: Help us reach more donors 

Summary

EA Estonia runs Anneta Targalt, the Estonian effective giving donation platform that has moved $317,758 to top-rated effective charities since December 2021. Operating entirely on volunteer capacity, we've already attracted two of Estonia's top 10 wealthiest individuals as donors, but lack the resources to scale. 
We're seeking $24,020 to hire a 0.5 FTE Platform Coordinator for one year to unlock growth through major donor cultivation, paid advertising, and volunteer team coordination. Our goal: reach $46,000 in small donations annually and secure at least 3 new major donors giving at least $1,150/year each.

Make a donation to Anneta Targalt platform here. (https://annetatargalt.ee/donate)
Update: We are pausing the original plan as we secured partial funding from a donor via EA Forum for a smaller, alternative project to develop a long-term strategy for the platform. We are currently not looking for extra funding.

Current situation

EA Estonia has operated Anneta Targalt since December 2021, directing donations to GiveWell top charities, Animal Charity Evaluators recommendations, and the Founders Pledge Climate Change Fund. The platform is entirely volunteer-run, which significantly constrains our growth potential.

Platform performance to date

• Total raised: $317,758 (€274,155)
  • Including $200,000 from two major donors
  • Two donors from Estonia's top 10 wealthiest individuals list
• Regular donor base: 30 recurring donors contributing ~$23,000 (€20,000) annually
• Platform sustainability: Donors can opt to give 5% to platform operations; we've raised €1,000 ($1,158) covering administrative costs (website hosting, marketing tools)

Current team structure (all voluntary-based)

• Website and system developer
• Donation processor
• 3 temporary content creators (blog articles, social media)
• Advisors

Critical constraint: We lack capacity for proactive major donor outreach and strategic growth initiatives. We have once applied for funding but were not succesful. 

Proposed solution: platform coordinator (0.5 FTE)

Budget needed: $24,020 

Role responsibilities

• 50% - Relationship building and major donor cultivation: Meeting with high-net-worth individuals, introducing effective giving principles (talks, workshops), securing major donations
• 50% - Team coordination and campaigns: Managing volunteer team, developing marketing campaigns, creating educational content, paid advertising strategy

The coordinator would work alongside our existing volunteers, amplifying their efforts with strategic direction and dedicated capacity. 

Why 0.5 FTE?

We expect that already having 0.5 FTE would significantly increase the capacity of our team. If additional funding becomes available, we would increase to full-time. Our volunteer team remains committed but needs coordination and strategic focus to achieve our growth potential.

Goals for year one

1. Achieve record fundraising year:
   • Reach $46,000 (€40,000) in small donations annually (double the current levels)
   • Secure minimum 3 new major donors contributing at least $1,150 (€1,000) each annually
2. Build sustainable infrastructure:
   • Develop and test paid advertising campaigns with measurable ROI
   • Establish donor relationship management systems
   • Create replicable educational content (videos, marketing materials)
   • Strengthen networks among Estonia's high-net-worth individuals
3. Prove the model:
   • Generate data on what works for future scaling
   • Build toward 50% self-sustainability through platform operations
   • Position for ongoing grant funding based on demonstrated results

Why we believe this will work

Proven track record

• Major donor success: Two of Estonia's top 10 wealthiest already donate through our platform
• High conversion rates: After one panel discussion at a public forum (30-40 attendees) we gained 3 new recurring donors
• Network access: We have an existing major donor who can facilitate introductions to high-net-worth networks

Estonia's unique advantages

• Tight-knit networks: In Estonia, you're typically 1-2 connections away from reaching anyone.
• Expert advisors: Two of our advisors (Urmo Kübar and Sille-Liis Männik) are Estonia's most prominent donation experts, regularly consulted by national media for annual giving analysis.
• Demonstrated interest: Strong attendance and engagement at our public events shows appetite for effective giving education.
• Underutilized potential: Donations in Estonia are a fraction of US levels relative to GDP, offering significant growth potential. Most individuals and businesses don't use their tax-deductible donation limits, creating a clear financial incentive to start. Combined with continued wage growth increasing disposable income, conditions favor expanding our donor base.

Room for growth

With 30 recurring donors and limited outreach capacity, we've barely scratched the surface. Estonia has a growing tech sector and philanthropic culture – we simply need dedicated capacity to reach these potential donors systematically.

Uncertainties and learning approach

Since we haven't done anything like this before, we don't have concrete data on things like the return on investment – for example, how much in donations we'd generate for every euro spent on a marketing campaign. We also don't know how easy it will be to connect with people who have the capacity to donate. We do have a donor who can help us access that network, but we're uncertain about how receptive people will be to us.

Our approach: Treat this year as structured experimentation. We'll track relevant metrics carefully, iterate on what works, build the evidence base for future scaling decisions, and learn from colleagues from other European effective giving platforms. 

Long-term sustainability plan

After year one, success would mean:

• Applying for ongoing grants with proven track record and ROI data
• Achieving 50% self-sustainability through the voluntary 5% platform contribution and other revenue streams
• Scaling based on results: If we demonstrate strong ROI, seek funding to increase to full-time coordinator or expand team

If results don't justify continued investment, we'll have valuable data on effective giving outreach in Estonia and can share lessons learned with the EA community.

Budget breakdown

Total request: $24,020

• 100% of raised funds (if we reach our target) would go towards coordinator salary and employer costs
• Administrative costs (website, tools) are covered by existing 5% voluntary donations
• Marketing campaign budgets would come from existing platform reserves initially, with goal to become self-funding

Why fund this?

• High leverage: Estonia's small, connected networks mean one coordinator can access major donors efficiently
• Proven concept: Platform already moving significant funds ($317K) on pure volunteer capacity
• Test case value: Provides data on effective giving outreach in small, developed countries outside typical EA hubs
• Counterfactual impact: These donors and funds likely wouldn't reach top charities without our platform
• Clear accountability: Specific, measurable goals with commitment to transparent reporting

If we do not reach our target funding

• At least 80% of the target:
   We attempt to close the gap using EA Estonia’s own funds or additional member fundraising. We then fund 0.5 FTE for one year.
• 50–79% of the target:
   We fund 0.5 FTE for half a year or more depending on the amount reached.
• 30–49% of the target:
   We attempt to close the gap until 50% of the target using EA Estonia’s own funds or additional member fundraising. We then fund 0.5 FTE for half a year.
• Below 30% of the target:
   We do not proceed with staffing. Instead, the funds are directed toward smaller donation campaigns.

Make a donation here.

Update: We are pausing the original plan as we secured partial funding from a donor via EA Forum for a smaller, alternative project to develop a long-term strategy for the platform. We are currently not looking for extra funding.

Questions or want more details? We are happy to discuss our strategy, provide additional data, or clarify any aspects of this proposal. Ask in comments or write to [email protected]

Improving Anneta Targalt is EA Estonia's next big goal and next year we will focus more on securing additional funding.