In essence, charity helps people who need help -- period. They are not -- and should never be -- the branding and marketing machine behind a celeb-du-jour, they should not be the playground on which the wealthy can hang out with the popular.
Scandals are more media-friendly, while good deeds are usually not flaunted around. It's a good and admirable attitude. Yet mentioning good deeds once in a while may help understand that the fashion world is not just frivolous.
Hollywood stars have a unique gift. It's not the ability to make audiences laugh (or cry), or the free swag constantly bestowed upon them. Their gift comes from the power to promote whatever they support to millions of people.