Some help others in order to receive blessings and admiration. This is simply meaningless. Some cultivate themselves in part to serve others, in part to serve their own pride. They will understand, at best, half of the truth. But those who improve themselves for the sake of the world -- to these, the whole truth of the universe will be revealed.
The fourth (of the four cardinal virtues) is supportiveness: this manifests as service to others without expectation of reward. (Paraphrased: Such service is not a mere conforming to some external rule of behavior, but instead a manifestation of your original nature).
To practice virtue is to selflessly offer assistance to others, giving without limitation one's time, abilities, and possessions in service, whenever and wherever needed, without prejudice concerning the identity of those in need.
Acting without design, occupying oneself without making a business of it, finding the great in what is small and the many in the few, repaying injury with kindness, effecting difficult things while they are easy, and managing great things in their beginnings; this is the method of Tao.