Well, it's the time of the season when people give to charity, either because they're in the giving mood or - if you're a cynic - because they're thinking about their taxes. Either way, when you're giving your money to a good cause you'd like to be sure it's going to the real thing and not some scammer. I first became aware of these fake online scams during the Katrina/Rita disaster, but I'm sure they went on before and after.
Therefore it's not surprising to see EV SSL on charity sites like The United Way. EV is also deployed on Entango, a gateway used by online charities for collecting donations. You can see it here on the Toys for Tots donation site.