Consider this a partial answer to Ryan Carey's request for criticism of effective altruism. A community associated with that label says it wants to promote charity as helping, and it points out how common charity patterns often fall far short of that goal. And if the main cause of falling short were ignorance or laziness, this should induce a lot more helping. But if the main cause is instead hypocrisy, then what they are mainly doing is exposing hypocrisy.
And yes, for some people exposing their hypocrisy will shame them into more effectively doing what they had been pretending to do. But for others it may embarrass them into doing less.
Also remember "The Effect of Effectiveness" by Karlan and Wood. From the abstract:
...we find that amongst recent prior donors (...), large prior donors increase the likelihood of giving in response to information on aid effectiveness, whereas small prior donors decrease their giving. (...) ...those motivated by altruism will respond positively to appeals based on evidence, whereas those motivated by warm glow may respond negatively to appeals based on evidence as it turns off the emotional trigger for giving, or highlights uncertainty in aid effectiveness.
Given their methodology, I think Karlan and Wood's conclusions should be seen as highly tentative. But then, the starkness of their reported results would seem to give good support to their methodological assumptions.