The CEO of the Business Council of Australia [3], Katie Leahy, citing Nike and McDonalds as examples, said that companies could be forgiven for wondering why they should make philanthropic contributions if they only became the subject of increased community criticism. "There is a concern among businesses that they don't necessarily receive the acknowledgment they think their efforts should bring them. ... I think some businesses got into philanthropy to improve their reputation and yet there is enough evidence around now to say that the reputation of big business is going backwards," she told a conference organised by Philanthropy Australia [4].