Modesty may make some families reticent, but others point to the potential for good in the family name and reputation. Many families have learned to take explicit advantage of what can be a useful grantmaking tool. The family name can garner respect, or at least attention. It can act as an imprimatur of sorts, particularly when the family encourages grantees to let others know they fund them. This timely and important NCFP Content Collection provides context for new donors considering how public to be with their grantmaking, management and operations, and provides ideas for existing foundations and boards contemplating this question.