Agree. No-one complains about a lack of altruism when people sign up to "sponsor" a child and yet this mode of donation is so successful because the sponsor gets to feel a connection with the sponsee, who has to further pump their turned by sending letters of gratitude! The very notion that someone struggling to survive needs to stroke the ego of a fat, rich westerner so they'll keep sending them a few bucks is pretty offensive, yet it's such effective marketing that it the charities won't stop doing it.
If tipping water on your head for a charity nets you some social capital, good for you and good for MND sufferers too!