#269 ‘Building Trust Across Borders’ Joy Morozov, Founder of Philanthropower

In this episode of Purposely, I’m joined by Joy Morozov, founder and director of Philanthropower, a consultancy that helps philanthropists and NGOs build trust-based partnerships that turn good intentions into real impact.

Joy’s story is anything but ordinary. Born in Lebanon and raised across the Middle East, she grew up switching effortlessly between languages — now speaking more than five — and moving between cultures that didn’t always make space for women to lead. From a young age, she knew she wanted more than the life expected of her — so she pushed back, questioned limits, and carved her own path. That determination and curiosity have become her trademarks ever since.

Her early career with the Financial Times and Thomson Reuters taught her the value of trust, brand integrity, and genuine connection. But after years in the corporate world, Joy felt an undeniable pull toward purpose. That calling led her to Light for the World, where she launched its UK chapter and learned first-hand that good intentions aren’t enough — real change comes from understanding what communities truly need and how to support them sustainably.

Through Philanthropower, Joy now helps philanthropists and charities do exactly that. Her “MUST” framework — Mindset, Understanding, Strategy/Soft Skills, and Trust — captures her philosophy that effective giving starts with clarity, empathy, and relationships built to last.

She speaks openly about what it takes to break into new markets, build credibility, and lead with conviction. Her success in the UK wasn’t luck; it was persistence, strategy, and an unshakeable belief that people give to people.

Outside of work, Joy recharges through live music, travel, and the occasional off-grid retreat. Her journey — crossing cultures, sectors, and expectations — is a reminder that meaningful change takes both heart and rigour.