Is this issue or cause important to YOU or your staff?
Will this issue or cause resonate with your audience?
Are there other ways your audience can get further involved with this effort?
Investigate the organization, check it out carefully to insure the money will go where is it supposed to and that it is a legitimate non-profit enterprise.
Does this charity or cause reflect the image you have or want for your brand?
Decide what will be the time limits of your commitment.