Almost all of us want to make a difference in our lives. So we give to charity, recycle, volunteer, or cut down our carbon emissions. But are we getting it right? In a world where ever more data is available, shouldn’t we be paying closer attention to the measurable effects of our altruistic actions? Why, for example do we spend so much time and effort researching hotels and restaurants online while we rarely bother to investigate the effectiveness of the charities we donate to? Are we more concerned with feeling good about ourselves than actually doing good?