R' Ari Fuld loved Klal Yisrael - so Klal Yisrael reciprocates and expresses their love and deep feelings for him. And I am not talking only about the over 8,000 people who already donated over $840,000 to his family - but also the countless expression of love for him, sadness over his loss and for his family, appreciation for his heroism both in life and death etc. etc. from all over the world.
Give, give and give. Eventually, Hashem [and his people] will repay you with interest many times over. Be selfish - and be forgotten. It is not all or nothing. It is proportional, the more you give, the more you will receive - in both worlds.