Let me disclaim this with the fact that i think Heifer International seems like it does good work, and the interviews i've heard with their people have left me with a good impression. Okay, that said:

Why shouldn't we skeptically evaluate non-profits and charities the way we evaluate the ethics and responsibility of for-profits? There are piiiiiiles of truly awful charities who take money in the name of doing good only to enrich themselves and let their ersatz causes languish unattended (see: http://cironline.org/americasworstcharities ).

I think it's awesome that Bill Gates donated to Heifer International on this woman's behalf. But I think maybe it's better if people spent more time learning more about Heifer and donating on its merits, than just because Bill Gates donated to it.

So, actually, i don't agree that advertising for charities and for-profits is that different :)