Help when you want to help
You don't have to stop being thoughtful and kind. Those are desirable characteristics that can lead to the development of good, long-term partnerships. Understanding your motivations and goals is the key. Don't undertake things just to avoid rejection or get favor from others.
Remember that people-pleasing is not the same as genuine kindness, being kind is a form of self-expression. Continue to do good things, but on your own terms. Kindness does not need praise or rewards; it only needs a desire to better the lives of others.