This interview between a member of the FrameWorks staff and a long-time funder of FrameWorks research and field building highlights the critical role that communications can play in maximizing philanthropy's long-term impact in the social sector, even--or perhaps especially--in times of economic scarcity and retrenchment. The interview captures the evolution of one foundation's communications strategy, from traditional public relations to an approach based in the tenets of Strategic Framing Analysis, and underscores the challenge of sustaining a framing practice among its grantees.