Contributing matches generally are to accepted charities that the company has checked out to ensure they aren't donating to some cause contrary to their philosophy or, for example, corporate EEO/LGBT, etc. policies.
There's usually a process to suggest a new charity before the company will match charities they haven't already ok'd... There's all kinds of wise reasons for this.
What I am hoping is that Jobs will join Warren Buffett's Giving Pledge. Some years ago, Bill Gates was derided for making zero philanthropic contributions, and that changed... he is now partnered with Warren Buffett to persuade the world's richest to commit at least 50% of their personal wealth to charity.
That's a tall request, and I don't think it's very productive to criticize those who don't give to charity for whatever reason... I think it's far more constructive to applaud those who do, and try to persuade those who don't. That's just a sensible approach to anything, as the internet is pretty good evidence that haranguing or criticizing someone's perspective rarely ever makes them change it.