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Lincoln Square Brand
Tue, 11/09/2010

Reducing Lincoln Square Synagogue to “the ‘your name here’ synagogue” is offensive (“The ‘Your Name Here’ Synagogue,” Oct. 29). Neither the article that follows nor the reality of today’s philanthropy justifies the snide headline. Far from a keychain, a pencil or a stress ball, Lincoln Square Synagogue is a one-of-a-kind product. It affects the world much more than a giveaway affects sales.
Few synagogues can reach beyond their own backyard to raise funds. A synagogue that has become a national, if not international brand can. Modern Orthodoxy is as associated with Lincoln Square as “taking a break” is with McDonald’s. Since a brand is an organization’s most valuable asset, it makes good sense to sell equity in a time of crisis.
With a passion for health you name a hospital, for education a school, for sports a stadium. With a passion, however, for a unique way to bring holiness into the world, there are few opportunities for naming. That’s why “your name here” could be the philanthropic opportunity of a lifetime.

Note: The writer is a member of Lincoln Square’s board of directors.

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