It's good to hold fundraisers.
James' company recently went through an accounting scandal that was very damaging to their brand.
James wants to rehabilitate his company's band.
James has his company sponsor a fundraiser collecting money for cancer research.
James runs ads exposing the inefficiency of his competitors' charitable efforts to make his company look better by comparison.
A new survey of potential customers reveals more of them have heard of the fundraiser than the accounting issues.
James' competitors respond by running ads criticizing his company's behavior.