An article last week on GuideStar’s newsletter reminded me of the classic Wendy’s commercial with an elderly woman demanding to know, “Where’s the Beef?” The article, Branding as a Fundraising Tool by Larry Checco, suggests that transparency, accountability, tracking and measuring results, professionalizing development efforts, having a web presence, and promoting your brand are what successful business people would recognize and find relevant at nonprofits.

He writes: “When asked how they would feel about operating in a more businesslike fashion, as well as incorporating branding strategies into their daily activities, many nonprofit leaders still tell me that “it would make us look too much like the for-profit sector.” And my response is always the same - Get over it!” Yet Checco does not advocate “nonprofits compromise their passion for their missions or co-opt their values or program strategies to appease business-oriented donors.”

Keeping Steven Miller’s comments in mind from the Under a Microscope discussion, are Checco’s remarks in line with Miller? Above all, where’s the line between charity and business?