Indeed, when social actions are used to win people to the church, you can't expect people to have authentic faith. Social actions are not bad in themselves. But when churches do social actions to promote itself and exalt their charismatic leaders, it makes you wonder about their sincerity. When churches becoming more and more like big companies located in commercial area and their leaders are identified as successful corporate leaders, one can't help but think, is this the kind of Church that our Lord Jesus Christ envisioned it to be? (It breaks my heart to see the material excesses of the megachurches while thousand of churches in the provinces are literally living in poverty.)
I'm currently reading Moltmann's Experiences in Theology right now and just read this appropriate quote:
But then true Christianity, which calls the world what it is in the light of the crucified Jesus, will become a resistance movement and will not, at least outwardly, fall into line and will inwardly remain independent. A Christianity which is completely 'in line' with the state of world and the rule of the 'other lords' is a Christianity without remembrance of 'Christ crucified', and is therefore a Christianity without Christ.