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.
As true as that might be, you just have to accept that even wealth could be built from public exposure. It’s a technique I’m not very pleased with or doesn’t always sit well with me but, maybe if you look at it from the part of continuity and the fact that, it could cultivate other persons to do good, then the publicity is okay. They get to generate funds from the traction it creates, funds they can redirect back into the charity and it continues to run in a circle.