When a celebrity does a press release about making a donation or an acquaintance brings up their volunteer work, it feels icky. There's a reason:
Ego sabotages virtue.
When you do something virtuous, you feel a wonderful sense of connection to something bigger than yourself. When you draw attention to your good deed, your ego uses it as evidence that you're special.
Specialness is about being a cut above the rest. Being above is being separate. No more connection.