I choose to run for charities which I believe strongly in the work they do.
I would never take a golden bond place, but when I have run for charities have just entered the race (by ballot if necessary) and then chosen a charity to run for. I really don't like the way some runners seem just to want to do an event, and then just seem to pick any charity to run for which will enable them to do fulfil their own desires. Clearly the charities get some benefit, or they wouldn't do the scheme - it just doesn't sit right with me.
That means I am free to pick whatever charities I want, and am not just limited to big ones which can afford golden bond places. The last 2 I ran for were "Save the Children" - the main charity the school I teach in supports, and a local charity working with young people in our town.