Interview with Samantha Briody, CEO of Sunflower Charitable Foundation
Q: What drew you into the world of philanthropy?
A: I’ve had a very diverse career spanning banking, property, and financial management, but what struck me first about the ‘not-for- profit’ sector was the incredible enthusiasm and passion of the people involved. I was attending a charity law certificate program, and it immediately felt different from any other professional training I'd experienced. I'm not sure if you've been in any breakout rooms full of accountants, but they wouldn't tend to be the most energetic places! The energy, commitment and engagement was obvious from the very first breakout room. I felt energised and I knew I wanted to spend more time working in this space.
What drew me further into philanthropy was, again, the people. Their values, their vision, and their belief in what could be achieved was incredible. Working in this space gives me a sense of fulfilment I didn’t always find in the corporate world. It’s incredibly rewarding to know that you’re part of something bigger and making a difference.
Q: How has your background in finance prepared you for philanthropic leadership?
A: I've been lucky to work across multiple sectors and gain lots of experience in lots of different areas and this role requires exactly that – the ability to turn your hand to multiple different challenges, you really need a comprehensive skill set. You're constantly adapting, solving problems, and bringing together multiple perspectives. There is a pressure to make the right decisions, to support the right projects, to find the right programs. And in some cases, there's a real sense of urgency. So, while you're not looking at the same types of deadlines, there is that, I suppose, onus to create impact and work hard because you know the difference your work can make.
Q: What would you say are the most important factors to bear in mind when working with and advising philanthropists and family foundations?
A: Trust plays a fundamental role here. In my previous work, trust was often the final step after examining figures and facts. In philanthropy, trust is at the foundation of everything. That trust extends to their advisors, their partners, the grantees, building a relationship and a connection is just so, so important.
The other thing I really notice are values. For most corporates you'll see a mission statement, maybe on a website, but in philanthropy, it's more than that. Those values flow through everything the philanthropist does. Its more than just words on a website or on a piece of paper it's fundamental to everything that’s done and every interaction.
Finally, family foundations bring so many experiences and backgrounds to the table. When you have a strong board, with different types of backgrounds and variations in age and insights, you think broader, you think outside the box, because you're not getting the same voices, you're getting such a variety and each voice is important. This is probably an aspect to being involved with a family foundation I have enjoyed most.
Q: What advice would you give to professional advisors about supporting potential philanthropists?
A: Listen. Really listen. Allow the conversation to flow and create a safe, relaxed space where philanthropists can express what truly matters to them. Allow the individual the opportunity to speak and to express their reasons for giving and what they want to focus on. Because I think when you allow them to do that, and then you support them and guide them, the grantmaking process and everything else becomes easier. If the advisor does not hear what the philanthropist is really passionate about, unfortunately, the philanthropy may not happen. Your role is to guide and support, not to impose your own views. Many advisors rush to solutions without understanding the individual's passion.
Q: How would you advise philanthropists on how to start the conversation or get the ball rolling on their own philanthropy journey?
A: There are different routes, if you are just starting out take time to speak with the right people. If you're at the stage where you are thinking about setting up a foundation, or you are looking to do a large amount of grantmaking, finding the right partners to support you on your philanthropy journey is really important.
Take the time to create a strategy. In my experience when philanthropists themselves take the time to figure out what key areas and types of organisations they want to support, and map that piece out, it makes the process easier and less intimidating.
Q: How can philanthropy become more accessible in Ireland?
A: We need better infrastructure and clearer pathways to make giving easier. In my experience when individuals are speaking with their financial advisors, the last thing on the agenda would be philanthropy, because you're not in there for that kind of a conversation. You're in there to get sign off on accounts, get tax advice, look at the value of your investments. You're looking at so many other things, and philanthropy is rarely an agenda item or the focus of a meeting.
So, there is a need for advisers to understand the philanthropic landscape, that landscape is complicated and ever changing but if understood, it would allow more money to reach the charities that need it, because if there's a spark of interest in philanthropy, you need to grasp it before the individual moves on to something else.
Organisations like Philanthropy Ireland and Community Foundation Ireland are crucial in making philanthropy easier and less intimidating. They are about creating simple routes for people to give, respecting their privacy, and showing the real impact of their contributions.
Q: What would you tell grantees about building relationships with foundations?
A: Communication is key. A simple thank you goes a long way. When you receive a grant, provide updates, share impact stories. Foundations invest significant time in understanding the issues, reviewing organisations and selecting projects – we want to feel connected to the journey. It's not just about money; it's about being a partner in creating change.
Q: What's your perspective on community building in the philanthropy sector?
A: It's transformative. Unlike traditional networking, which feels like a chore, philanthropy networking feels genuine. Personally, it has been incredibly important having partners, strong partners, partners we trust. And that's not just in terms of the grantees, because we often refer to them as partners, but also the likes of Philanthropy Ireland and other foundations in the membership, they are invaluable in terms of the support. It's funny at every one of the events that I've attended, I've had a conversation with somebody who's facing similar challenges or facing a similar issue that we're facing. It's so lovely to have that conversation and kind of go, oh, this is how you managed it. I have found, without fail, people are very eager. There's an openness and eagerness to collaborate that's unique to this sector.
Q: What's the most important thing the philanthropy sector needs right now?
A: Collaboration. We have incredible organisations, experienced foundations, and passionate individuals. I see huge opportunities for family foundations to work with each other to get projects off the ground and allow charities to scale up. By working with other foundations, the level of risk involved is also reduced.
Q: Any final words of wisdom?
A: Trust and accountability are everything. Listen deeply to what philanthropists truly want to achieve. Make giving simple, transparent, and meaningful and remembering, it's not all about the money – it's about building lasting relationships built on trust.
Samantha Briody brings a refreshing blend of financial acumen and heartfelt commitment to philanthropy. Her journey demonstrates that effective giving is about understanding, connection, and shared passion for creating positive change.