I'm sure the employees doing such are genuine, I'm talking about the big heads, the ones who are rolling in money. I really doubt the majority of them care. Comcast for example brags about their Social Responsibility and how they help local communities, yet they are hell bent on destroying the internet for those very people they claim to be helping. Most of it is all PR in my eyes.
It's a nice gesture for sure, and it's great corporations are helping out. but when you think about it.. a few millions (or more depending on the size of the company) of dollars is hardly any money at all for the average corporation. It's a small price to pay to try and make their company appear human. I'm sure there is some some corporate heads who genuinely believe in wanting to help people, but I really don't think the majority care. You know how the majority of people get when they get rich, they get power hungry.
As for if SEGA Sammy is genuine about it. There isn't enough evidence to say either way. I do hope they are though, being a fan of SEGA, would be nice being a fan of a company who genuinely wants the best for the people that buy it's products.