In this conversation, Mark Sedway, Project Director of the Philanthropy Awareness Initiative (PAI) and Communications Network Contributor Susan Herr, explore the challenges foundations face in informing both the larger public, and in particular, "influential" Americans about the many important contributions philanthropy makes to the nation and world. That said, Sedway says new research shows that there is a growing interest among key members of the public to learn more about the work of foundations. As a result, Sedway asks, will more foundation leaders -- including trustees -- embrace this opportunity and become vocal ambassadors who aggressively make the case for how philanthropy can help drive change in partnership with others, such as policymakers?

In addition to serving as project director for PAI, Sedway manages his own consulting firm. Prior to establishing Sedway Associates, Mark worked for the Williams Group and as well as serving as the first communications director for The James Irvine Foundation.

Running time of this episode is 28 minutes. To view selected sections, use the guide below to forward to the time indicated:

- Communication execs are finally getting some R-E-S-P-E-C-T! (0:00-2:34)
- Overview of Philanthropy Awareness Initiative research findings (2:34-7:34)
- Who cares what people think of philanthropy? (7:49-13:23)
- Can philanthropists really be more effective when folks know and like us? (13:24-20:45)
- Go forth and break communication commandments! (21:11-24:33)
- Community foundations in this realm and the Philanthropy 3D Project (23:15-25:12)