Founder/CEO

The originator and driving force behind Generocity is Sandra Baldino. A mother, philanthropist and communications professional, Sandra was raised in Northeast Philadelphia and now lives in Delaware County. She provides overall direction to the Generocity team and, along with her husband, Cephalon Chairman and CEO Dr. Frank Baldino, Jr., is seeding its startup.

General Manager

David Fair has played a variety of leadership roles in the nonprofitNonprofit:  An organization that exists for reasons other than to make a profit, such as charitable, community or service organizations, schools, cultural groups, and faith-based institutions. and public sectors in the region for over 35 years. Originally a labor and community organizer, David later entered city government to establish the city’s first AIDS services office, a network of school-linked behavioral health services, and what was then the nation’s largest network of community-based programs combating child abuse and delinquency. He has also directed several nonprofit  agencies, and has served on many boards and committees advancing social and health services in the region.  David most recently directed a revitalization of United Way’s regional strategy, and was part of a team that increased United Way’s annual fundraising by over $6 million in four years.

Consulting Editor

Journalist and consultant Jin David Kim is responsible for developing the overall content strategy for our online publication, along with building the internal infrastructure necessary to implement it. Recently relocated to Philadelphia, Jin David is originally from Canada and has written for the Globe and Mail (Canada's national newspaper) from Washington and Seoul. He has also written for the Canadian Broadcasting Corporation and the International Herald Tribune. He has a background in politics, serving as communications director and political advisor in five campaigns, political advisor to the Ontario Minister of Education, and Communications Director for the Ontario Minister of Culture.

Senior Writers

For more than 25 years, Andi Coyle has worked in public relations and marketing, primarily in the not-for-profit sector. In the ten years since launching her own business, she helped shape the messages of the Greater Philadelphia Tourism Marketing Corporation, South Jersey Tourism Corporation, Accent Communications, Osiris Group, Inc., and the Albert Einstein Medical Center, among others. In her spare time, she competes on a national level with her synchronized ice skating team.

Suzanne Levy is an award-winning writer, TV and radio producer. She has worked extensively in London and New York, producing documentaries for the BBC, writing for the New York Times and the UK's Independent, and making shows for the History Channel, TLC, PBS and Bravo, among others.

Strategic Consultants

The Generocity team has retained the Osiris Group to consult on a wide range of organizational development, communications and content planning, and website development issues. Osiris is a locally-based communications and strategic planning firm with extensive online development experience, having built websites for such clients as the Philadelphia Zoo, St. Christopher's Hospital for Children and the Philadelphia Navy Yard.