The majority of people who should be recognised in this way are those who provoke the remark "Who?", and then later "Wow, they have done great work for people".

Andy Murray has been rewarded with many millions of pounds and international recognition for his sporting achievements, if you want to give it to him for his charity work then fair enough but he does not need an award from the Queen for his sport. Others who have been given it in recent years have been awarded because of the circles they run in and arguably have done more to hurt the country than help it (see Gary Barlow etc.) rather than their selfless work.