January 13, 2000

The Key to Internet Deals: Protecting a Charity's 'Brand'

To the Editor:

Your article "Ringing Up a New Way to Give" (December 16) raised many interesting issues for non-profit groups entering the world of charitable giving through for-profit Internet sites. However, the big issue was only touched on and is the one that non-profits should be most concerned about: protecting their brand.

At the Boys & Girls Clubs of America, we too have gone slowly in

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