Hypocrisy

Charity

Matthew 6:1 Now offer your righteousness not to do before men, for them to behold, yet otherwise, you have no reward from your Father who is in the heavens. 2 Therefore when you should do an act of charity, you should not trumpet it before you, even as the hypocrites do in the assembly halls and in the streets, that they may be honored by men. Truly I say to you, they receive their reward! 3 But upon your doing an act of charity, your left hand must not know what your right hand does, 4 that your act of charity would be in secret, and your Father who sees would repay you in secret.

Alms-giving in the ancient world was with all certainty seen as a way of asking forgiveness from God for one's sins. However the alms-giving had to be without fanfare. If alms-giving was accompanied with fanfare, it was for the benefit of the giver, and not truly for the recipient, and therefore God will not reward it.