There's an interesting book on this topic of individualized philanthropy by the powerful and its effect of masking the deeper systemic problems. It's called "Winners Take All" by Anand Giridharadas.

I'm only about halfway through, but the central thesis appears to be that the powerful, even if they truly want to make a good-faith effort to improve the world, will naturally gravitate towards forms of social change that don't challenge their power. He describes this kind of thinking as "win-win" in that only solutions that don't involve those in power sacrificing the conditions that made them powerful will be considered by the philanthropic class. These "win-win" solutions then displace more direct "win-lose" solutions that actually address the underlying power dynamic.

The arguments put forth ring pretty true to me, and this GoFundMe stuff fits the model perfectly.