“type 1: gives tzeddakah for the sake of the mitzvah, for the sake of giving, to the places he deems worthy and without any other motives. these people may even specifically not give to the organizations that have fancy advertising campaigns.”
Why would someone in this category not give just because there is a fancy campaign? If it is a worthwhile tzedaka, what does the fancy campaign have to do with anything? If anything, they should be happy that a worthwhile tzedaka is getting its name out.