you hold shares in a company that needs money, you can give them...

you hold shares in a company that needs money, you can give them that money and hopefully watch them and you prosper, Or you can not give them the money and watch them and you struggle and possible go to the wall.
I know altruism is not a big factor in the market place but you have your own interests tied up in the company so you might think of it as an investment in your own future. Unless of course you think they have no future in which case why do you still hold, sell now and leave us in peace.

We live in interesting times.