WE have numerous charitable organisa- tions across the country that are providing invaluable services by operating free hospitals, imparting free education, distributing food, and extending financial assistance to the underprivileged. Our business community deserves special appreciation for contributing millions, if not billions, of rupees towards charitable causes.
A number of state-of-the-art hospitals providing free services across Pakistan owe their existence to such generosity. It is probably because of this generosity, however, that the number of charitable organisations has grown significantly over the last two decades.
This trend deserves serious reflection because most charitable organisations appear to be ‘competing’ with one another by extensively advertising their activities through electronic, print and social media. Such promotional campaigns inevitably consume a substantial amount of money. Donors have every right to ask whether these funds could instead be used for the welfare of the needy. The Edhi Foundation stands out as an inspiring exception as it does not spend anything on seeking donations.
Equally concerning, however, is the growing participation of some charitable organisations in high-profile entertainment events and overseas fundraising galas. When senior officials of charities appear at glamorous award ceremonies or promotional functions, an important ethical question arises: should donated money be spent on activities that resemble corporate marketing?
Commercial organisations routinely sponsor entertainment events to promote their products and services, financing such campaigns from their marketing budgets. Charitable organisations, of course, are fundamentally different. Their primary responsibility is to ensure that every possible rupee donated in good faith reaches the deserving beneficiaries.
Even when fundraising platforms are intended to increase future donations, transparency regarding their costs and benefits is essential to preserving public trust.
This key concern becomes even more significant when donations include Zakat, which is a sacred religious obligation meant exclusively for the poor, the needy and other categories prescribed in specific religious teachings. Every organisation entrusted with Zakat bears a moral and religious responsibility to ensure that these funds are used strictly in accordance with their intended purpose.
The media also has a role to play in this regard. While fundraising is a legitimate necessity for charitable institutions, media houses should carefully consider whether charity organisations should be presented in the same manner as commercial sponsors are during entertainment programmes.
The members of the entertainment industry can actually make a meaningful contribution of their own. Many celebrities command a substantial fee for performances and appearances as they believe that is their ‘bread and butter’.
Occasionally donating their time and talent without charge for fundraising events supporting free hospitals, schools or welfare projects would inspire countless others to contribute. Such acts of generosity would enhance their public standing far more than any commercial endorsement and, above all, earn spiritual rewards.
Charity derives its true strength from public trust. Every rupee donated represents the confidence and compassion of ordinary citizens. That trust must remain sacred, and charitable organisations should strive to ensure that the maximum possible share of every donation reaches the deserving for whom it was intended.
Aamir Aqil
Lahore
Published in Dawn, October 7th, 2026
