There is nothing wrong with effective charity. The problems start when you're merely creating the appearance of doing something by e.g. doing poverty tourism. Celebrities go to some random poor African town where they take some selfies to make them look sympathetic. They get their twitter likes and followers and then the topic is over for them.

Even the celebs are paying the "tour guides", what they've created is an industry where people pretend to be poor to make a living.

The problem is it's easy to get good publicity even when things get worse instead of getting better.