Just a guess: A huge charitable initiative screams "we have spare money." That's not AA right now.

Regardless of the worthiness of a particular cause, I'm not impressed by corporate charity by a firm selling me goods or services. That's extra savings they could have passed on to me, both in reduced price and lower taxes on that reduced price. I'm quite capable of deciding recipients and level of charitable giving and taking the tax deductions appertaining thereto.