They fail to realize that there is more to it than brand!  Yes brand is important, brand is expensive, but whats most important is the business process.  The strong for-profits have the process down to a science or an art.  The non-profits are so far away from instilling the cutting edge aggressive strategies which the for-profits have mastered.  In addition, most of them do not have the willingness to change they way they think, the way they operate.  Thus, until the business processes of the non-profits become more progressive, they will continue to lack the punch necessary to hang with the professionals.  We conducted an interesting study between the UoP and a non-profit regionally accredited online school, the results were astounding.