July 26, 2001

How Charities Benefit by Promoting Their 'Brand'

To the Editor:

Vikki Spruill's column ("Build Brand Identity for Causes, Not Groups," June 14) did a wonderful job explaining exactly why her premise is flawed. Ms. Spruill's comments, surprising as they may be coming from a former public-relations executive, nevertheless are prominent in nonprofit circles.

The idea that a nonprofit would perform like a for-profit in order to differentiate itself (create its own unique

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