actually, your example of love cake project remind me of my experience. KFC had a charity project before, their marketing strategy is asking if people want to pay more money for charity after consumers ordering the meal.
It is awkward to say: no, I do not want to donate for the poor. but most of the consumer will say yes. consumers are not comfortable to be ask in that situation, they must make a decision quickly.
the charity project is good, if used properly, it would be a good idea, but when it happens in that occasion, the effect will be totally different.