Chris-
You're right to be cynical.... indeed most/all people who get involved in charities and such do it for its fashionability or for some underlying peer pressure. For instance why am I interested in Africa and not southeast Asia? I can offer a lot of hypotheses, but the best one is probably that I was exposed to a lot more media coverage of Africa's poverty because that is the "fashionable" poverty to care about. But whatever. I care now, and that's not going to change lol.
However I think the charities themselves are where you find the highest concentration of people who care a lot more about helping people than they do their image. Perhaps many are driven then in search of redemption, etc, and that would be fascinating to know the deep dark secrets of why they're all there, but in the end they've given their life to it and care more about it than merely their image.
However they also recognize that their donors care *primarily* about their image, so they will gladly oblige them by giving them bumper stickers and naming things after them, especially if in so doing they get still MORE donors. That's just a good business model. It would only be wrong if they weren't actually using the money for what they said they were.
I wrote an essay about this years ago, here it is:
"Worldwide, many thousands of people actively work to improve the world by charitable methods. For these people, it’s all about getting results, and many will do whatever it takes to get that donation they’re after. The mechanisms by which many charities acquire more donations are numerous, and some of the many tools at their disposal are fringe benefits given to the benefactor. But if it gets results and improves society, by all means, employ these methods. So what if it undermines charity's supposed selflessness? The donations are still made, are they not? Furthermore, when has any charitable giving really been selfless? Whether to make oneself feel good inside about lending a hand, or to look good in front of others, an ulterior motive always exists. If it is a tax deduction, so be it.
In my experience, incentive tactics work beautifully. Nation Honor Society, an academic honor society for students, holds food drives in which all NHS members are required to participate. Though few would have otherwise given, because it is obligatory to remain a member, tons and tons of food reach the needy, and organizations working with NHS are overjoyed at the response every year. However, in truth, the response they see is due simply to negative reinforcement: donate or you're out of the club. But when it comes to sheer numbers of canned goods, how they were procured is of little importance.
Human nature and its perception as it differs amongst people plays a role here too. One camp seems to believe that, at least at one time, people donated out of the kindness of their hearts, completely altruistically. Unfortunately, this is not the nature of humanity. Complete selflessness is impossible; in every action a person takes, a selfish motive is present, whether the person is cognizant of this fact or not. Someone might give to public television and tell himself it was an altruistic gift when in reality he did it to silence the nagging voice in his head saying he really ought to have given by now, put there perhaps by fundraising campaigns from public television themselves. This is intrinsically selfish. Other examples are everywhere: Dropping coins in a Salvation Army bucket because of a bell-ringing Santa, giving cash in the offering plate at church because everyone sitting near you did. Inescapably, all acts are selfish. If other people benefit too, this is a just a happy coincidence. What this means is that there is no reason to abstain from offering tangible benefits to being in even more benefactors; the ethical line of selfish motive has already been crossed, and can never be uncrossed.
Removing the practices of incentive-based charity would be a huge detriment to society. Why negate all the progress made from money given from guilty wallets? The positive effect on the world is unchanged. The mere fact that charity is not based on altruism anymore does not mean that charity is destined to fail. Indeed, recognizing this will only help it succeed."