Lots of charities are entirely advertising and exist entirely so that the charity can keep on employing the people it employs.
This isn't 100% useless, as it causes economic activity, but it's done under the lie that non-profits are de facto good things.
This is the challenging thing about charities. If I want to evaluate the person selling me socks or smart phones, I look at the good they offer and decide if it is worth $N. If it is, I make the trade. If not, I don't.
But with charities, you have to figure out "is the marginal change the charity will do with $5 worth me having five dollars less?" And that's incredibly hard to figure out. Even the charity itself, assuming it even wants to know, can have a hard time figuring out the net difference of five dollars.
Which is the whole point of effective altruism.