So we can look at it and say that he didn't do it for financial profit.
Now, let's say I set up a sign company here in Canada and say to a given party, “I'm going to sell you your political signs at a discount. I'm going to lose money. I'm a rich person and I want to 'subsidize' selling the election signs you're going to stick up. I'm selling them under price.”
So I'm actually giving money indirectly, which is against the law.