Good Impressions
Good Impressions provides paid advertising, conversion rate optimization, web analytics, and influencer/podcast outreach services to roughly 60 effective nonprofits and foundations working on AI safety, biosecurity, farmed animal welfare, global poverty, and effective altruism community building. Founded in 2022 and backed by Longview Philanthropy and Open Philanthropy, the organization subsidizes its fees through grant funding so that impact-focused organizations can access professional marketing expertise they would otherwise forgo. Their core belief is that outreach is the limiting factor for many mission-driven organizations, and that applying rigorous for-profit growth strategies can dramatically multiply an organization's reach and effectiveness.
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Theory of Change
Good Impressions believes that outreach and marketing are the binding constraint for many high-impact nonprofits: organizations produce excellent research, programs, and opportunities, but fail to connect them with the people who would benefit most or contribute most meaningfully. By applying rigorous for-profit growth techniques — paid advertising, conversion rate optimization, audience analytics, and influencer engagement — to the EA ecosystem, Good Impressions aims to multiply the reach and effectiveness of each dollar already invested in these organizations. The causal chain is: (1) effective nonprofits are under-resourced in growth expertise; (2) professional marketing dramatically increases engagement with their programs, fellowships, and research; (3) more engaged participants means more talent in AI safety, more policy influence, more donations, and broader adoption of effective approaches; (4) this translates into reduced existential and catastrophic risk over time. Grant funding the service itself removes cost barriers that would otherwise prevent lean nonprofits from accessing growth expertise.
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Details
- Last Updated
- Apr 2, 2026, 9:58 PM UTC
- Created
- Mar 19, 2026, 10:31 PM UTC