Raley's and KCRA 3 (an NBC affiliate), used to have this cooperative arrangement of getting the public to just "add a buck," at Raley's, in support of needy families in the Sacramento area.  Above represents one of the Raley's/KCRA 3 television advertisements featuring this promotion.  Raley's had to steal from Charles Nordby, in the '70s, in order to be assisted by KCRA, in the '90s, to solicit money from Raley's shoppers to help feed the needy...does it get any lower in Sacramento? 

Be sure to visit the Dateline NBC page. 
The news media is just a pathetic, corrupt industry.