What does "occasional" look like? There are millions who can't find work due to the pandemic. How often should they ask for help?

More importantly, why aren't we collectively falling all over ourselves to help those people?

They should not be asking for help it should be a given. It can be the state's work to establish procedures and checks based on real needs rather than private organizations for advertising purposes. This has proven to be inconsistent and not sustainable, I mean for the people. As for the companies they are producing pretty good posters, which also count as part of the charity budget.