Is altruism better than no altruism?

Competitive altruism is pretty petty, and we might not count it as moral behavior at all.  But it can still benefit people.  The person who gives $1,000 to a charity in order to be listed as a “gold donor” has still helped people with his money.  In fact, he’s helped exactly as much as the person who gives the same amount out of true empathy.  So should charitable organizations or individuals designing policy care about the intention, or just the act?