I've read about being grateful to the recipient, for allowing the giver the opportunity to give. What an enlightening statement that was, we often hear of gratitude for a gift received; and quite rarely gratitude for the opportunity and ability to give - to the recipient.
To give with respect (instead of pity or moral obligation) to the recipient, and genuine gratitude to the recipient. That enables one to receive with dignity. Be it 'help' or 'serve', it is the intent of the giver, that makes the difference.
I believe it was a Taiwanese Buddhist nun, Master Cheng Yen, who spoke of this mini paradigm shift.