Neki kar dariya me daal. (do good and forget), it was a thing in the past. These days charity comes second and, publicity about it comes first. The charity has become more of marketing. Is it because we are hollow from within and, the slightest of external appeasement gives us pleasure.
About a dozen-odd friends involved in charity and NGOs are doing it because it gets the credit for MBA admission. A few others now and then share across the social media platform about their contribution.
I am not saying that some of them are not genuine, but I feel most of them are not doing it just for external appeasement instead supporting the cause.