I said "less value" not "no value". In general there's less value in providing fragmented help in small chunks to individual people than there is in providing help via a large coordinated effort to entire populations. Even if the total is the same, the fact that it just trickled in and it lacked coordination can only hurt. I even gave an example, perhaps a better one would have been that you can't cross a canyon in 2 steps. And you won't effectively put out a big fire no matter how many cups of water you individually dump on it.
Fittingly even the example you chose is bad simply because "malaria relief" still involves quite the coordinated effort, not the least financial, not individual people independently sending small help to a single other person.