The people that have to write propaganda to tell the rest of us "who 'really' care" are inevitably the ones who care the least - except perhaps feathering their own nests...
The most vociferous champions or detractors, of a cause or issue, often turn out to be the very people who adopt the opposite tack in their own lives.
If you have to brag about how charitable you are, that is just your way of dealing with the guilt you feel. Likewise, if you feel the need to keep score...
Freely give to those who are deserving, then forget about it; anything else is just to bolster your ego or assuage your guilt.