Frequently brick-and-mortar asks if patrons would like to round up the change on their purchase to a dollar and donate it to various charities and humanitarian initiatives. Organizations dedicated to cancer research are a perennial favorite of retailers Currently, the money is going to organizations providing humanitarian relief to Ukraine. It is easy for the casual observer to perceive this as an altruistic gesture. When we examine this example of charity a little more closely, it becomes apparent that the firm requesting patrons to donate pocket change to the human effort does indeed benefit from the transaction. It is reasonable to analyze this scenario from the lens of the Bootleggers and Baptist (1983) framework. The executive management of the company may very much agree with the prospect of helping raise money to assist Ukraine, this moralistic concern makes them a Baptist. Concurrently, the corporation also stands to gain from this method of funding raising. The most salient benefit is fostering the image of a socially conscious business. An attribute that carries weight in an era where ESG criterion is rapidly becoming an expectation among investors and consumers. The second way the firm will benefit is that it gets the recognition of being socially conscious with little to no out-of-pocket expense. They aren’t digging into their coffers to allocate revenue for donations; the firm is requesting their customers do so, which takes some audacity!