Listening, learning, and leading

Emily Nielsen Jones and Ross Jones' Philanthropic Journey to Community Impact

Fifteen years ago, Emily Nielsen Jones and Ross Jones took a three-month sabbatical to reflect on their values and explore how they could approach their philanthropy more thoughtfully. While hiking with their three children in Zion National Park, they envisioned a new path that would allow their resources to flow intentionally toward global impact.

Ross’ successful career at Berkshire Partners provided the couple with a unique opportunity to make a significant difference. As Emily puts it, “We were wrestling with conventions around wealth accumulation and doing some real soul-searching together.” Ross adds, “We had a vision—and, in Emily, a visionary.” The couple describes something of a spiritual awakening as they realized that keeping spirituality, philanthropy, and finances compartmentalized wasn’t right for them. Their hearts were open, and they felt called to explore giving in a more integrated way. Amid the beauty and grandeur of Zion, the Imago Dei Fund was born, embodying the idea of investing in the "spark of the divine" that Emily says exists within individuals working to better the world. She explains, “We’re investing in this spark. People don’t need to be religious, but there’s something sacred inside people doing this work that is a spark for change and makes us want to do our part to unleash more money into solving intractable problems.” 

Managing Wealth to Maximize Philanthropic Giving

For over 30 years, Emily and Ross have supported various causes, from health care and food security to religion, education, and gender equity. As their giving evolved, so did their awareness of the increasing scale of global issues—and the need for a more structured, intentional form of philanthropy. “It was time to get to work with some intentionality,” says Ross. Instead of following the traditional Christian practice of giving away 10% of one's income, they felt called to a sort of “reverse tithe” and give away over 90% of their earnings each year. Ross says, "If we could plan it all out, we’d reach the end with just a few pennies left in the bank.”

Creating a Lasting Global Legacy

Their foundation, the Imago Dei Fund, supports organizations that center women and girls in their work, strive to address the deeper roots of gender-based injustice, and are led by inspired change agents who are rooted in and accountable to their communities. With a four-year strategic plan, the foundation concentrates on issues like human trafficking in East Africa and Southeast Asia and seeks to work in close partnership with grant recipients. Emily says, “Any organization we fund is part of a web of change.” Their approach is holistic, recognizing that no single solution can address complex issues. For every cause they support, they overlay two strategic lenses: leveling the playing field for women and girls and investing in faith-inspired leaders. Emily shares that “Looking around the world, it doesn’t take long to see how hard it is to grow up as a girl.”

Emily and Ross’s philanthropic philosophy is grounded in humility and listening. “Get out and learn,” Emily advises. “Take donor trips, connect at conferences, and speak to people on the ground—you’ll find the people most capable of doing the job, whom you can learn from and get inspired by to find tangible ways to fund and be connected with positive change happening.” Ross elaborates on this sentiment, saying, “You realize, ‘I thought I was bringing something to them, but they’re bringing more to me.’”

They also emphasize the benefit of finding others to collaborate with on grantmaking. They look for “collegial funders” in any area where they grant to share wisdom and opportunities. The couple knows that traditional philanthropic structures can feel rigid. Emily says, “Together, we've learned so much. It doesn’t feel like a sacrifice at all when you have a lane or a way to navigate contradictions, power dynamics, wealth accumulation.”

Instead of feeling limited to giving away just five percent, they have found success by leaning into what feels right to them. Emily suggests new philanthropists find “one thread that calls you in” as a way to get started. Ross adds, “Dip a toe in, find a passion or cause you really care about—maybe it gives you heartbreak. Reweaving the human fabric is key.” 

Reversing the Tithe

Giving back has always been central to Emily and Ross’s life, rooted in their church traditions and commitment to tithing. Initially, their giving was informal, supporting local causes and community needs. As their wealth grew, the couple realized they could do even more. They sought to give back regularly and generously, using both their Giving Account and foundation to manage their charitable goals. Now they aim to give away more than 90% of their income, making philanthropy not just part of their lives but an enduring legacy.