You get those stories from the mother posting about how a bakery did this really nice thing for her.
From my perspective, if someone advertises that they did <nice thing> then it’s just ad spend. Give them kudos for spending a portion of their marketing budget on charity rather than just commercials, but it is still marketing. This can apply to individuals building up their social reputation too.
Run ‘bash’ and then follow the guide, assuming it’s too complex to tweak for fish.