Can you try to formulate those values?

I donate money to the AMF and SCI charities mentioned in the article.

But I might also donate to the charity that supports my cousin who has cerebral palsy, because I can see with my own eyes that they're doing good work; and because it's work I'd like to see continue.

Or I might donate to the charity that gave me a scholarship when I was younger, to repay them and so other people can benefit like I did.

Or I might donate to Wikipedia, because although it's hard to value wikipedia page views in terms of quality-adjusted life years saved, you can surely get a great many page views for your dollar.

Or maybe my colleague in work is running a marathon for charity, and although our professional relationship wouldn't be damaged at all if I didn't donate, our professional relationship would be improved if I did; perhaps I see a possibility to leverage better relationships into success at work.

Or I might consider that I have fully discharged my moral duty for this financial year by donations I've already made; and hence I can spend money on things that are utterly uncharitable if I feel like it, and spending money on things that are inefficiently charitable is relatively better than that.

Or I might donate to a political organisation, because I think I directly benefit from their activism....