Why has ‘development aid’ been donated by so-called developed to under-developed populations since the Second World War? Using discourse analysis, this article provides partial answers to this riddle. First, we suggest that donor motives may be rooted in an ideology of ‘being good’, which, paradoxically, motivates recipients to be helpless – that is, a Samaritan's dilemma. Second, drawing on journal articles published in 1960–70, we test this theory by tracing a global development discourse and ‘goodness ideology’ in a Western country such as Denmark – a process that was strongly influenced by the agricultural co-operative movement, which sought to export the ‘Danish co-operative model’.