Hollywood diva Katy Perry is in news again for her work on charity. Bids for her cupcake trampoline have sailed past a whopping $1,600 at a fund raising auction as a part of Japanese relief efforts. The item has attracted thirty seven bids with just two days left of the sale. The money from the auction will go to Red Cross to be on relief and rehabilitation work in the earthquake and tsunami affected areas of japan.

It’s not uncommon to see celebrities coming forward for charitable work these days ranging from sports personalities to movie stars. While it’s heartening to see celebrities contributing their worth to the society for a cause, it’s not without a purpose. Auctioning goods from the rich and famous often draws attention of a large crowd. The process of auctioning makes an ordinary item extraordinary as if it’s something to be possessed by everybody. They portray it as a lifetime opportunity to grab it at first hand. This process creates a competitive environment among customers who run after the item to own it. This way an item may get sold at a price hundred times its base selling price.

A common man may get unnoticed even with a big donation but when a celebrity volunteers for a cause it serves a dual purpose. While the money collected from auctioning goes to serve the needy, it costs very little to the primary owner of the good compared to the return they get from their fans. The already rich and famous become more popular among their fans that can definitely enhance their brand and market value. This way they always keep themselves in news. This is a big return on their investment. So, it’s never without a purpose!!