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.
Not everyone has a giving heart, and not everyone that gives that is seeking public attention. There are many people that gives secretly without seeking for public validation. There are people who gives because they have been poor at some certain stage of their life and they know exactly how it feels like to have nothing. It is only politician that I see who gives in order to get the attention of the populace in order to gain popularity so that during election time it will be easier for them to have votes.
Many people gives because they see it as religious obligation and not for public attention, because they are not seeking for power or expecting anything in return.