Framing the Issue

Foundations are vigorously pursuing strategies to ensure effective use of philanthropic resources, strengthen grantee operations and performance, and measure success. These efforts have captured the attention of policymakers, academics, and sector observers. All too often, however, a critical element is missing from conversations about philanthropic and nonprofit effectiveness: the role of communication and, more precisely, a strategic approach to communicating the impact foundations have on society. The research produced by FoundationWorks shows that, while foundations have become increasingly focused on topics related to philanthropic effectiveness and accountability, they are missing opportunities to demonstrate and call attention to their impact on the world. FoundationWorks created and directed the Philanthropy Awareness Initiative to examine perceptions about the societal role and value of organized philanthropy and foundations.

The foundation sector's ultimate success and impact lies at the heart of being understood and relevant. The PAI

suggests that foundations will be more successful - indeed, more effective, transparent, and accountable - to the extent that they can articulate and effectively communicate their goals and aspirations, their accomplishments and foibles to policymakers, other foundations and nonprofits, opinion leaders, and the public at large. A culture shift may be required to convey to the world that foundations are benevolent, honest, collaborative, and instructive; that they act with integrity and work for the public good. This shift will involve changes in both the way individual institutions integrate strategic communications and how they view their sector co-habitants. The time has come for foundations to more openly share the impact of the work they initiate. It is in sharing their successes and lessons learned that real understanding can emerge. With understanding comes continued support and encouragement and a climate ripe for winning solutions. FoundationWorks' publications highlight many of the current challenges facing the sector and offer recommendations for change.