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Full Idea
By sanctifying altruism in order to reward it we make it less true, but by that means we promote its recurrence in others.
Gist of Idea
We undermine altruism by rewarding it, but we reward it to encourage it
Source
Edmund O. Wilson (On Human Nature [1978], Ch.7)
Book Ref
Wilson,Edward O.: 'On Human Nature' [Penguin 1995], p.149
A Reaction
So is my preference for not rewarding (or even noticing) altruism an anti-social tendency. The very conspicuous charity of sponsorship seems somehow inferior to the truly anonymous gift. Or super-altruism is very public, to encourage it in others?