The Purple Heart is the oldest U.S. military decoration, given to soldiers killed or wounded in service. Plaintiff is the Military Order of the Purple Heart Service Foundation, Inc. The Service Foundation is the exclusive national fundraiser for the Military Order of the Purple Heart, a Congressionally chartered membership organization of Purple Heart medal recipients, formed for the protection and mutual interest of recipients of the Purple Heart. The Service Organization owns a US reg for PURPLE HEART for charitable fundraising services. It maintains a car donation program at PurpleHeartCars.org. Defendant operates a site at CarsHelpingVeterans.org, which solicits ‘Car Donations for Purple Heart Veterans’ and depicts the Purple Heart.