I think it's a great idea, because it's promoting the concept of philanthropy - and not just by way of giving cash. Of course it costs money to raise the chick, feed it, house it, care for it, collect its eggs. To my mind, that's part of what makes donating the eggs or the bird itself so rewarding: the investment one makes in the giving. I know it costs the hatchery next to nothing to give a "free" chick to promote/participate in this project, but it's an idea I may not have thought of otherwise - even though I routinely raise chicks then donate them to a local organic farm run by autistic adults (because I LIKE raising the chicks but don't need/want bunches of chickens).
So, I think the primary value/benefit is in promoting the concept of supporting and giving back to your own community. I like that.