Suddenly the focus of the morality has shifted from simply helping other people to sacrificing in order to do it. You're judged as virtuous if you sacrifice a lot for the cause. In fact, how moral the act is gets measured by how much you benefit or sacrifice for it. If you benefit, it lowers how moral it was. If you sacrifice for it, it increases the virtue of the act by showing how dedicated you are to helping other people. Joseph Rowlands http://rebirthofreason.com/Articles/Rowlands/Is_Altruism_Really_About_Self-Sacrifice.shtml
"If it's really a charitable contribution, I'm assuming [the tax savings] shouldn't be the determining factor of whether you're giving to the homeless shelter down the street." The change in the deduction rate, he added, "is not going to cripple" wealthy taxpayers." Barack H. Obama