Strategic charity
The Hospital Hill Run, in Kansas City MO, has instituted a new charity program for its 35th Anniversary run.
Although only a small number of runners raise funds or contribute in most races, they can still account for a lot of money in a large event.
Charity partnerships are good business for both parties.
Races benefit by being promoted by multiple charities, enjoying positive publicity from charity involvement, and attracting additional participants - sometimes from the publicity more than the cause.
Charities benefit from promotion through race venues, an increase in fund-raising dollars, and access to a market that might otherwise not be available.
It's not about altruism (but you can pretend it is, if you want to). It's really about races and charities making savvy marketing decisions.