The CURE belongs to Komen! (Or else.)

I'm sure I'm not the only person in the world who double checks articles on HuffPo - a liberal leaning polemic tabloid rag subtly disguised as lowbrow tabloid rag. But this article turned out to be absolutely accurate as confirmed by this article in the Chronicle of Philanthropy. The upshot is this: Komen goes around suing tiny organizations over the use of "...For The Cure" in their title.

And this is clearly because one of the core missions of Komen involves protecting their brand.
Let's think about this for a second: THIS CHARITABLE ORGANIZATION WHOSE MISSION IS TO ERADICATE BREAST CANCER FEELS THAT ONE OF THE MOST IMPORTANT THINGS THEY CAN DO TO FIGHT CANCER IS TO PROTECT THEIR OWN BRAND RECOGNITION.
A good friend of mine pointed out that the mission of any cause-based non-profit should be to put themselves out of business. But you wouldn't prioritize protecting your brand recognition if you viewed your mission as having a finite end point. You would only do it if you viewed your philanthropic organization as a one in a field of organizations whose existence is permanent, and whose job it is to come out on top in order to receive the lions share of resources.