When Gregg Watkins and the other executives at Schwartz Investment Counsel decided to launch a religious niche fund targeting Catholic investors, they wanted the fund's name to set it apart from other funds in the cateogry. So it lit on the Ave Maria Catholic Values Fund because the name was different and would pique the interest of the media and maybe some investors, Watkins says.

Sure enough, shortly after launching the fund, Watkins, who serves as the fund's portfolio manager, was invited to appear in an interview with CNBC's, Maria Bartiromo. The appearance would be a great opportunity for Watkins and the fund to get some much needed publicity. Or so Watkins thought.

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