Many philanthropic models distinguish between non-strategic and strategic philanthropy, based on whether or not the philanthropy concerns promoting business objectives (McAlister and Ferrell 2002). Non-strategic philanthropy, otherwise known as altruistic or benevolent philanthropy, involves benefitting the social welfare without concern for the financial profitability of a company. Strategic philanthropy, on the other hand, maintains the “dual objectives [of] benefitting social welfare and financial profitability” (Maas and Liket 2011). Philanthropy, whether strategic or not, is generally perceived as a discretionary activity (Griffin 2004). As a discretionary activity, philanthropy is distinguished from the other three tiers of the corporate social responsibility pyramid: being profitable, obeying the law, and being ethical are generally perceived as non-discretionary activities. Of course, what ethical obligations exist within the business context is a point of recurrent controversy. Attributed generally to Milton Friedman’s 1970 New York Times Article, entitled “The Social Responsibility of Business is to Increase Profits,” some contend that “there is one and only one social responsibility of business to use its resources and engage in activities designed to increase its profits…” (Friedman 1970). Although some believe that profiting is the only ethical responsibility of businesses, it is frequently overlooked that Friedman himself required that profit be the motive “so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud” (Friedman 1970). One’s view as to the ethical obligations of the business will inherently impact whether or not one believes philanthropy is discretionary, and even further, what type of philanthropy one’s business will engage in, if any.