How Operating Characteristics Influence Spending

In late 2010, Moskovitz—who was, at one point, the world’s youngest billionaire6
—decided to
sign the Giving Pledge. This initiative, launched in 2010 by Bill and Melinda Gates and Warren
Buffet, invited wealthy individuals and families to pledge publicly to give the majority of their
assets to charity. A letter Moskovitz and Tuna wrote to the Giving Pledge at the time (see
Exhibit 1) explained how they viewed the wealth he had generated as cofounder of Facebook.
“I view that reward not as personal wealth, but as a tool with which I hope to bring even more
benefit to the world,” the letter stated. While he was eager to develop his philanthropy,
Moskovitz needed to devote much of his attention to building Asana.
Inspiration: The Life You Can Save
Meanwhile, the same year Moskovitz signed the Giving Pledge, Tuna read Peter Singer’s The
Life You Can Save.
In the book, Singer (a philosopher, author, and academic) makes a moral
case for how much individuals should give, and why people in rich countries should use their
money to fight global poverty.
Inspired by Singer’s arguments and with encouragement from Moskovitz, Tuna left her job as a
reporter at the Wall Street Journal, where she was covering enterprise technology. Tuna and
Moskovitz created Good Ventures, initially structured as a supporting organization8 at the
Silicon Valley Community Foundation,9 through which they could pursue their giving strategy.
(Later, the couple also created a private foundation, Good Ventures.)
Learning and Research
Drawing upon her background as a former journalist, Tuna embarked on an extensive research
process to establish a direction for Good Ventures’ philanthropic activities. As part of this
process, she completed hundreds of informational interviews, read extensively, and audited
Laura Arrillaga-Andreessen’s strategic philanthropy class at Stanford’s Graduate School of


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