Profiles of Purpose–Insights from a Rockefeller philanthropic legacy

Susan Cohn Rockefeller and David Rockefeller, Jr. are a powerhouse philanthropic duo. For decades, they have been activists for the environment, supporters of the arts and advocates for public education.

As part of the J.P. Morgan Profiles of Purpose podcast series, they recently spoke to Jean Sung, Head of the Philanthropy Center for J.P. Morgan Private Bank in Asia. These are some of the highlights from the discussion.

Family, art and nature

“David and I have a motto, which is to protect what is precious,” Susan said. “And the three pillars of that motto are family, art and nature.”

Susan and David are both on the Board of Directors of Oceana, a not-for-profit organization dedicated to achieving change in ocean policy, which since its founding has had more than 275 victories and protected nearly four million square miles of ocean.

“I think that so many values come through the dinner table conversations and talking about things that matter,” Susan said.

“The DNA of philanthropy comes through family values. My hope is that my kids will be able to find what it is that they want to do with wealth.” 

Be thoughtful

Reflecting on the lessons the couple have learned in the course of a long philanthropic journey, David Rockefeller, Jr. emphasizes the need to not take decisions lightly.

“Philanthropy is fundamentally thoughtful—it is not knee-jerk,” he said.

“It takes some time because philanthropy implies a significant amount of funds going to worthy causes. And so, like any investment—which, really, philanthropy is—it should be thoughtful.”

David is a trustee of the Asian Cultural Council and a life trustee of the Museum of Modern Art. He is also a fellow of the Academy of Arts and Sciences, and served as citizen chair of the National Parks Foundation from 1995–2005. In 2013, David and two of his sisters established the Peggy McGrath Rockefeller Foundation, operating under the name “Stone House Grain.”

Connect yourself directly to the cause

“The philanthropist does best when he or she is really connected to both the cause and the people involved in the cause,” said David. “I get to know the leaders, get to know the problem. And if there's a place to visit, visit that place.”


Indeed, Susan Rockefeller has connected her giving to a long-running filmmaking career, exploring issues including ocean health and acidification, food sustainability, human illness, racism and poverty.    

“An engaged philanthropist will be a better philanthropist because they will put more energy into their decision making,” said David.

“And although the goal of philanthropy should not be—and isn't for me—personal satisfaction, if I'm not getting satisfaction out of it, that's a missed opportunity too.”

Build a skillful team

While the temptation may be to throw all your time and energy into a cause, David and Susan recognize that having professional assistance is more likely to result in lasting impact.

“It's important that philanthropists are not doing this all themselves,” said David.

“Be well staffed and make sure that the associates of the philanthropists are themselves skilled and knowledgeable people who can help to make good decisions.”

To hear more from this conversation, check out the Profiles of Purpose audiocast series.

If you’d like to learn more about the impact you can have with a philanthropic initiative, contact your J.P. Morgan team.