Even the wealthy can't escape their craving for attention, and charity is their most "cost-effective" tool. After all, a donation leads to endless media exposure, and their public image skyrockets. On the other hand, it is precisely because of these celebrity stunts that the public’s focus is drawn to distant social issues.
In everything there's always two things involved, the good and the bad, the attention seekers and non attention seekers. It's true that wealthy people might or have used charity event as a way to boost their public image, but their are wealthy people who give without seeking the spotlight. I have witnessed countless example of wealthy philanthropist who donate to the poor and the sick in the hospital quietly without feeling the need to broadcast their names to the world. For some it's for publicity stunt and for some it's about giving back to the society without revealing themselves.