Thank you for explaining this, I don't know why people find it so difficult to understand. Also just to be fair regular citizens get a tax break for giving to charity so its not just all one big PR scam in my opinion. Look into your local state regulations but you will often get a significant benefit (tax bracket adjustment) by just giving 5% of your income. I would rather give through an organization because their power goes further with their PR, resources, expertise and ability to report on the mass impact among other ways of influencing societal impact (often there are matching campaigns or product In-Kind donations that amplify your small donation). I really don't care if it affects their bottom line and increases their brand value, doing good is a good thing. Not to mention many corporations have actual relationships and partnerships with vetted nonprofit partners which again makes a donation more impactful for a specific cause issue. Not saying you can't give a dollar to a homeless person on the street but that in no way is helping to fix an overall problem.

Also just an FYI 5% of giving that happens in the US is from Corporations, 70% is by individuals (the rest is foundations and bequests) and $316 Billion was donated in 2015. Most individual gifts are $5 or less... which is why you see promotions asking you to give up a latte a week, cuz you can probably afford to skip it.

Disclaimer...I might work in the giving industry.