Nothing epitomizes the spirit of Christmas better than giving presents to a child whose parents cannot afford to buy one. The catch is that they aren't necessarily all poor. Of three groups that have large-scale toy giveaway programs here, only the Salvation Army actually has a screening process to make certain presents go to the truly needy. It would be naive to assume no parent who could afford gifts ever takes children to one of those parties. It probably never occurs to some that the gift they take cannot be given to a poor child who might not have any.
Charities are free to set their own rules of benevolence, of course.
But other organizations might find it easier to raise money if they also could assure donors the money would be used exclusively for poor children. Also, it might not be a bad idea for holiday charities to coordinate their efforts. Enter words describing a concept or keywords.