  Some of the earliest utilitarian thinkers were the ‘theological’ utilitarians such as Richard Cumberland (1631–1718) and John Gay (1699–1745). They believed that promoting human happiness was incumbent on us since it was approved by God. After enumerating the ways in which humans come under obligations (by perceiving the “natural consequences of things”, the obligation to be virtuous, our civil obligations that arise from laws, and obligations arising from “the authority of God”) John Gay writes: “…from the consideration of these four sorts of obligation…it is evident that a full and complete obligation which will extend to all cases, can only be that arising from the authority of God; because God only can in all cases make a man happy or miserable: and therefore, since we are always obliged to that conformity called virtue, it is evident that the immediate rule or criterion of it is the will of God” (R, 412). Gay held that since God wants the happiness of mankind, and since God's will gives us the criterion of virtue, “…the happiness of mankind may be said to be the criterion of virtue, but once removed” (R, 413). This view was combined with a view of human motivation with egoistic elements. A person's individual salvation, her eternal happiness, depended on conformity to God's will, as did virtue itself. Promoting human happiness and one's own coincided, but, given God's design, it was not an accidental coincidence.