This test allows one to quickly but imperfectly determine whether an organization is spending the right amount conditional on its using the same mixture of modes. Unfortunately, the technique is less effective at determining whether the right mixture of modes is being employed. The look alike question has not been carefully explored. I would like to reflect a fair amount more on the topic, so don't hold me to these observations. First, many of the allegations in the press that an organization is a look-alike should not be taken at face value.
Newspapers are more concerned with controversy than truth, and play up sensationalistic allegations.
Established charities feed allegations to these newspapers in order to squash their competition. Often we laugh at the exagerated attempts of for-profit companies to protect their trademarks by suing little league teams, etc. In itself, leeching is efficient. Were the look-alike to adopt a very different name, it would have to devote considerably larger resources to solicitation and have a correspondingly higher cost ratio. Obviously, there are other considerations that need to be thought through more carefully.