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Three Centuries of Rockefeller Family Philanthropy

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Three Centuries of Rockefeller Family Philanthropy an entrepreneurial spirit: ABOUT ROCKEFELLER PHILANTHROPY ADVISORS Rockefeller Philanthropy Advisors is a 501(c)(3) non-profit organization that helps donors to create thoughtful, effective philanthropy throughout Three Centuries of the world. Headquartered in New York City, it traces its antecedents to John D. Rockefeller, Sr., who in 1891 began to professionally manage Rockefeller Family his philanthropy “as if it were a business.” Rockefeller Philanthropy Advisors provides research and counsel on charitable giving, develops Philanthropy philanthropic programs, and offers complete program, administrative and management services for foundations and trusts. Rockefeller Philanthropy Advisors currently advises on and manages more than $100 million in annual giving in more than 20 countries. 437 Madison Avenue 101 Second Street 37th Floor 24th Floor New York, NY 10022 San Francisco, CA 94105 (212) 812-4330 (415) 543-0733 www.rockpa.org table of contents 2 Foreword Melissa A. Berman, President and CEO, Rockefeller Philanthropy Advisors 4 Preface Eileen Rockefeller Growald, Founding Chair, Rockefeller Philanthropy Advisors 5 The Rockefeller Family’s Philanthropic Beginnings: A Brief History Peter J. Johnson, Historian, Author and Rockefeller Family Associate Edited by Donzelina A. Barroso 20 Values, Rituals, and Communication in Rockefeller Family Philanthropy Eileen Rockefeller Growald, Founding Chair, Rockefeller Philanthropy Advisors 31 Learning Philanthropy: Opportunity and Relationship-Building Among the Younger Generations Peter O’Neill Allison Whipple Rockefeller Theo Spencer Penny Fujiko Willgerodt, Vice President & Senior Philanthropic Advisor, Rockefeller Philanthropy Advisors 45 Personal Engagement and Passion in Philanthropy: Two Generations Share their Experiences David Rockefeller, Sr. David Rockefeller, Jr. © 2005, Rockefeller Philanthropy Advisors 64 Biographies E This book is printed on paper made from 30% post-consumer content. This text is adapted from the transcript of “Reflections on the Past, Present and Future: The Legacy of Rockefeller Family Philanthropy,” a public symposium hosted by Rockefeller Philanthropy Advisors and held on November 18, 2004 at The Asia Society, New York City. foreword allowed for a great deal of flexibility and for individual expression of issues and perspectives. While David MELISSA A. BERMAN, PRESIDENT AND CEO, Rockefeller, Jr., for example, is very deeply involved in ROCKEFELLER PHILANTHROPY ADVISORS music and in music education, these topics are not particularly an interest of others in his family. The “Reflections on the Past, Present and Future: second is that the Rockefellers plan their philanthropy The Legacy of Rockefeller Family Philanthropy,” a from the long-term perspective. Their efforts reflect a public symposium hosted by Rockefeller Philanthropy true understanding of how long it takes to effect Advisors (RPA) on November 18, 2004, addressed a significant change. Third is the family’s faith in the variety of topics related to the Rockefeller family’s non-profit sector, a factor that is critical to the success philanthropic legacy. Peter Johnson, the Rockefeller of any philanthropic venture. There seems to be …the family historian, provided a historical perspective on increasing concern about accountability and Rockefeller the beginnings of philanthropy in the family. Eileen transparency in the non-profit sector in our time. family passes down values, Rockefeller Growald discussed her views on values, Many donors have an almost hostile attitude toward not views— institutions, and rituals in Rockefeller family the non-profits they fund, assuming that if they do a significant philanthropy. Penny Fujiko Willgerodt, a Senior not watch carefully, the non-profit will misuse the distinction. Philanthropic Advisor at RPA, led a discussion with funds it receives. The members of the Rockefeller three members of the Fifth Generation—Peter family who share their remarks here have a great deal O’Neill, Allison Whipple Rockefeller, and Theo of confidence in the institutions with which they work. Spencer—about some of the more original projects Lastly, the Rockefellers must have a special governance to emerge from the younger generations, as well gene. A great deal of thought goes into the structures as about concerns for the future of the legacy as of their family organizations, their councils, their the family grows and finances dissipate. The day meetings, and their various committees. That careful concluded with reflections from David Rockefeller, Sr. planning has made family members very astute, from and David Rockefeller, Jr. about personal approaches an early age, about the difference between governing to philanthropy. and managing. It also makes them astoundingly good The comments published here coalesce around board members, and it continues to foment their four principles that the Rockefeller Philanthropy interest in founding new institutions. These are just a Advisors staff has observed in its work with this few of the key lessons that my colleagues and unusual and innovative group of donors. The first I have learned over the years of working with this principle is that the Rockefeller family passes down group of individuals. We are delighted to share some values, not views—a significant distinction. This has of these thoughts in this publication. 2 Foreword Foreword 3 preface The Rockefeller Family’s Philanthropic Beginnings: EILEEN ROCKEFELLER GROWALD, FOUNDING CHAIR, ROCKEFELLER PHILANTHROPY ADVISORS A Brief History Rockefeller Philanthropy Advisors was founded PETER J. JOHNSON, HISTORIAN, in February of 2002. We at RPA have been so pleased AUTHOR AND ROCKEFELLER FAMILY ASSOCIATE to see the growing numbers of people involved with us in furthering philanthropy in the United States lthough one could go back further in the and abroad. The mission of Rockefeller Philanthropy family line, the progenitor of the Rockefeller Advisors is to create thoughtful, effective philanthropy family as we know it was John D. Rockefeller throughout the world, and each of the participants in (JDR). The Rockefeller family had been in the JDR’s mother, “Reflections on the Past, Present and Future: The aUnited States for about 100 years when JDR was born Eliza Davidson Legacy of Rockefeller Family Philanthropy” has in 1839, into modest circumstances. He was born in Rockefeller, contributed to that cause in their own way. The the southern tier of upstate New York, which was very was an extremely discussions and dialogues published here shed light much a frontier area at the time. JDR’s father, William devout woman on how values of philanthropy have been passed A. Rockefeller, was a very interesting character. He who raised down through the generations of the Rockefeller was both a farmer and a patent medicine salesman, her children to be practicing family, while allowing for a myriad of interests and a sort of entrepreneur. He was not present very often Christians. If perspectives. It is hoped that the thoughts shared in the family, but had a very strong influence on his one were to here may serve to help other families, institutions, children. JDR’s mother, Eliza Davidson Rockefeller, pinpoint a discernible and individuals interested in advancing their own was an extremely devout woman who raised her origin of the philanthropic efforts. children to be practicing Christians. If one were to Rockefeller pinpoint a discernible origin of the Rockefeller philanthropic tradition, it philanthropic tradition, it would probably be her. would probably She was committed to tithing, or giving ten percent be her. of one’s income to the church and church-related activities, and taught her children to do the same. The family moved around quite a bit and settled in Cleveland, Ohio by the early 1850s. Cleveland was not a frontier town; it was a small, bustling town with a growing and impressive trade 4 Preface A Brief History 5 network. Cleveland was situated in the Western involved in railroads in Florida, and streets in Standard Oil Reserve District of Ohio, and there was a tradition of Miami and Palm Beach still bear his name. Together began earning unprecedented education brought to the area by New Englanders who they built what would become Standard Oil into annual income. had settled it. Although most people did not attend a tremendous national competitor. It eventually Prior to this, school at this time, JDR almost graduated from high became the dominant American oil company, using only royalty had been able school. Rather than complete his studies, he decided extremely competitive—some would say ruthless— to command it was much more important to gain some business methods. such wealth. training. He enrolled in a business college where he By the late 1870s, Standard Oil, chaired by learned the elements of bookkeeping and business law, JDR, controlled almost ninety percent of American and learned how to write properly in Spencerian petroleum output. This made JDR an extremely script. Many of his letters from this period are quite wealthy man. But what is most striking is that with In his first flowery and beautiful documents. Standard Oil, JDR created a new corporate structure year of work John D. Rockefeller entered the business world that became the basis for almost all other American JDR earned about $45, in 1855. He worked for a dry goods merchant, earning corporations to follow. Standard Oil also generated and gave $15 to $20 per week. The Rockefeller Archives Center enormous negative reaction
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