How strong is the need for recognition?

Nietzsche believed that the need for recognition was extremely powerful, on a par with economic incentive. I wonder if this must always be true.

During World War II there were many European families that harbored Jewish refugees. What I find curious is that by and large these people shunned any publicity or recognition for what they did. They did not seem to act out of any great cause. They saw a specific family who, through no fault of their own, were in trouble and they wished to help them. They felt that any recognition was unnecessary and a bit repugnant.

I wonder if there are others who truly believe that goodness is its own reward and who would actually find recognition to be a disincentive. It would be difficult for such people to organize themselves, because this would result in the very publicity that they wish to avoid.

I remember hearing about a program, which I believe was created in Phoenix or some other Southwestern city, which had a time exchange. You could perform some service for someone and in return you would receive credit for the amount of time put in, which you could then draw upon when you needed help. As a side note, I like the egalitarian aspect of this, treating everyone’s time as being equal. What I wonder though is whether there are people who see the program as a way of helping others without regard for anything received in return. Unlike cash, the accumulated hours have no value unless cashed in.