In misc.rural Rich Wellner wrote:

Not to say folks shouldn't follow the above advice (as a rule americans
could stand to be a lot more charitable), but something that seems to be
lost in the mix is that it was an employee who donated to PETA and Levi
Strauss matched the employees donation through a fairly standard matching
contribution plan. It doesn't appear that Levi's actually decided to
donate money to PETA of their own volition.

Perhaps, but they certainly get to decide which organizations to put on
the "We'll match your donation" list. By doing so, they are expressing
their agreement with those organizations; by giving them money, they're
backing up their sentiments.