A few months ago, Whoopi Goldberg gave away all the money from one performance of Sister Act the Musical to President Obama's reelection campaign. For me, this felt a bit off the right track. If I were a patron, I wouldn't want to give my money to a political cause. I'd be going to the show for pure entertainment. But then again, it is Goldberg's money to be giving away. But considering where that money came from, she had better be sure all her patrons that night and her cast actually support Obama. And if you bring politics into a show, that may affect what patrons are willing to give you their business in the future.
Then there's Broadway Cares - Equity Fights AIDS. A yearly time during which stars collect donations from patrons after each show to go toward fighting AIDS.
These are all causes that could have a negative or positive spin depending on your political and moral beliefs. Is there a line you cross that could affect your business more negatively than positively? Obviously, you can't please everyone. A newspaper will choose to front one political candidate, but not all of the newspaper staff will support that candidate.
From a business perspective, the number one thing you can do is consider who your audience is and how they will respond to the cause you are collecting money for. If you're doing a benefit for personal reasons, then I suppose you have to stand up for what you have to stand up for, but if you're going to consider how it will affect your business, look for the benefits and causes that will give you a positive spin with your audiences.
