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Another reason Jobs might have to prefer anonymous donation is his religion. He's Buddhist, and they believe that anonymous giving aids on the path to enlightenment.

In town hall / all-hands meetings, the question of philanthropy (or other moral issues, like environmental stewardship) came up a LOT during the 5 years I spent at Apple.

The response was almost always "we're not looking for recognition for our good deeds, so that's why it may appear as if we're not doing much".

That's why it took so long to get a public-facing "Apple and the Environment" page; philanthropy does not come out of the marketing budget at Apple.

Given the media frenzy around every new Mac product, I thought Apple needed no marketing at all by now =).

Apple employees can still donate anonymously but this program lets them double the donation at the cost of anonymity.

perhaps he felt that he earned his money honorably and never cheated or stole it from anyone, and thus had no guilt that needed assuaging.