Maybe you can change the behaviour of an individual by appealing to their morals. But if you want to change the behaviour of a group of people, or companies, then yes, you have to talk about financial incentives, negative or positive. Sorry to all the highly principled people, that's how it works 😏.
if that “group of people” is “billionaires”, then no. Those people should be smart and principled enough to do good with their fortune without further incentive
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It's no use talking about "should" if that's not how it works in real life and approaches based on that 'wish' always failed.
Counter-argument (😉): maybe these people are in the billionaire group because they have the specific character traits that also make the moral appeals not work on them.