your framing of the question needlessly removes other possibilities.. a benefit of independent companies in an economy is that some can be machiavellian bean-counters, others can be born-again bleeding hearts, and they can make business decisions from either point of view, or many others.
The communication strategy should be to publicly hope for a thriving economy so people aren’t relying on the services for groceries but he is proud and thankful that GoFundme is there to help out in these difficult times…
cynicism is a pernicious emotional illness IMHO