What's the point of going out of your way in order to do the right thing in a world that doesn't give a damn?

Outside of self-image, hardly anyone makes any real effort to do the right thing - not when it's inconvenient or hard. The few people who actually put in real effort to do the right thing (and haven't had that effort beaten out of them by the world's ugly and unsupportive reactions to such aberrant behavior) are such utter outliers that their efforts rarely amount to anything. And on the rare occasions where their efforts actually accomplish something - it just ends up being a briefly lit match in the dark. Noticeable and seemingly important, sometimes even heartwarming or holy. And yet, what it amounts to is complete pointlessness in the bigger picture. I hate it so much, so I honestly want to know. I'm desperate to know - what reason can you come up with for doing the right thing anyway?