I don't think it takes pedantry to think advertising in order to solicit funds for a non-profit is still advertising.
If anything the criteria I would apply is does it diminish the user experience while attempting to motivate the viewer to act in a manner that benefits the advertiser.
May I ask why you do not consider it advertising? Is it because it is asking for donations? Because it is a non-profit? If so, why would those factors exempt them?
I am certainly not alone in thinking their fundraising campaigns are intrusive >>33175098