I believe it is well known that 'a source close to' or 'a friend of' pretty much certainly indicates it has come directly from the individual or from their PR camp. It creates the necessary distance for them to deny any knowledge if what is said is badly received.
They are taking a scattergun approach to causes they want to support. I think you can do this if you are a member of the Royal family as your job is to serve queen and country. You can also take this approach if you have another 'primary job' you are an expert at - such as a legitimate actor, author, singer, etc. It's an add on to your actual job and is basically good for your public image.
If you are marketing yourself as an 'activist' though and you don't really have any other 'proper job' - then you really need to focus on one or two key issues and get really deep into them at grass roots level. Otherwise you come across as a self serving publicity seeker.