I chose a portfolio of charities that I wished to support then I chose mainly smaller and less popular societies to contribute to.
My interests are mainly overseas aid, human rights, here and abroad, organic and earth friendly agriculture, health charities that support less popular health problems. I do not support 'popular' causes, usually those with the 'ahh' factor: animals, children, military 'heroes' or cancer, they have no problem getting funds from the general pubic.
I have no problem with charities spending money on advertising; it usually brings in far more money than it costs, that is why the charities do it. The charities I support are small because they do not have the funds to advertise.