I'd even argue that we should encourage _more_ of this behavior, if it leads to more charity.

The idea that you have to do good deeds without expecting any kind of reward or recognition seems distinctly Christian to me. For Christians, the intent of this requirement is to ensure people remain humble (pride is a sin, of course) but this clearly contradicts the (imo much more relevant) principle of self interest. You can't really expect people to do something for other people without some kind of reward -- be it the promise of eternal salvation, some kind of social credit, or simply an internal sense of satisfaction.

As long as people aren't merely simulating charity to receive it, I don't see any downside to allowing people a bit of social reward for their giving.