Religious Branding?

I've been a part of the Volunteer Income Tax Assistance program this tax season. I've helped out some people, learned a lot about taxes, and noticed something interesting when it comes to "religious branding."

When a client is itemizing their deductions, I'll check to see if he or she made any charitable contributions. I'll find out that the client did give to their place of worship. They know the amount they gave. As I'm entering in the information, I'll ask for the name of the place of worship.

"Uh, let me think about it. I'm not sure," is usually the response I get. I'm sure that the client did make the gift but it's funny that they can't remember the name right away. Often after a minute or two, it comes back to them.

Perhaps this is a case of people knowing what a place does but not knowing what it is named. For religious institutions, this may not be a problem but for a business, it's bad news.