The old mailing system doesn’t really work anymore. “The children are waiting for you” doesn’t move people to respond promptly anymore. It is just another envelope among many others. Instead of closing down and giving up, Tzedaka organizations hired marketing companies who arranged, for a hefty price, some expensive event that hopefully brings back more than they’ve spent.
Should the marketing company, entertainer or hall do it for free? Obviously not, since this is a big chunk of their business. If they do it for free, however, that is no-doubt Tzeddaka. If you pay for it, that is Tzeddaka as well.