Have you ever tried to frame "help people don't deserve" as being a selfish act? Ie. I like social programs not because I want to give out free help but because I want to increase the demographic of who can buy my products, reduce who may try to hurt me, etc.
That would require faith in the assertion that giving free help to those people will actually result in those things happening. A lot of people's skepticism about free help is the lack of hard evidence that it actually improves people's lives. For instance, if someone is the type of person who is willing to physically harm other human beings, it's unlikely that more money is going to change their mind about that.
