What is it with famous (and wealthy) people who set up a charity and then ask us, their adoring public, to pay into it?
Earlier this year it was Prince Harry and his Sentebale charity, now Madonna, reportedly one of the world's richest women, has asked her fans to give generously to her cause, building a girls' school in Malawi.
Why set up a new charity, when so many are already up and running? It must be far more efficient to donate money to an existing organisation, rather than setting up a whole new infrastructure. Could it possibly be another way of attracting good publicity? Why do such wealthy people ask the general public to donate to their own pet charity?