He didn't come from poverty.
This is a carefully managed PR story line.
He was asked if he had ever missed meals or gone without food. He replied he had and the narrative went along the lines of how hard he had it.
The truth was that he indeed missed meals due to either being out with his mates or playing football!
His mum was a hard working women who provided for them well.
She was the one doing all the charity work and asked him if he would lend his name to the campaign.
It worked and his name is now all over it. He himself personally had no idea what was all going on at first.
He is/was very much just a puppet.
United have since jumped all over it.
At the end of the day, if it improves the lives for the people who really need it, then great stuff.