Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
This week we speak Sarah Brook, a humanitarian with a strong drive for sustainable change, founded The Sparkle Foundation. With a strong academic background in psychology and sustainable humanitarian action, Sarah has successfully combined her theoretical knowledge with practical experience to create a thriving charity.
Under Sarah’s leadership, The Sparkle Foundation has rapidly expanded its reach, becoming a leading force in transformative initiatives across the globe. The charity’s programs have a significant impact on communities in the UAE, UK, Europe, Africa, and the Middle East.
Sarah’s deep understanding of human behavior and strategic planning has been instrumental in The Sparkle Foundation’s success. Through her innovative approach, the charity has become a beacon of hope for countless individuals.
What motivated you to volunteer with 13 not-for-profit organizations worldwide before founding The Sparkle Foundation? How did those experiences shape your vision for the foundation?
My motivation to volunteer with 13 not-for-profit organisations worldwide stemmed from the difficulty I faced growing up in finding meaningful, hands-on experience in the charity sector. Often, opportunities were limited to administrative tasks like photocopying or making coffee, or they were part of paid gap year programs that didn’t offer a genuine look at the inner workings of a nonprofit. I wanted something real—an unfiltered view of what happens behind the marketing campaigns. Finding these opportunities wasn’t easy; it required a lot of digging and leveraging my own network, often through friends of friends.
Some of these volunteer roles were brief, while others were more extended, but each taught me invaluable lessons—what to avoid and what practices truly worked. I realized that best practices in the charity sector often lag behind those in the corporate world. However, these experiences gave me a unique perspective on how different organizations operate and what truly makes an impact. When I founded The Sparkle Foundation, I was driven to be a pioneer in the field because I had never found a charity that ticked all the boxes. I knew, from my exposure to the corporate world, that if a nonprofit is going to sustain itself, it needs to operate differently, with a fresh approach that integrates the best of both worlds.
Can you share the moment or experience that solidified your decision to start The Sparkle Foundation, and why did you choose Malawi as the focus of your charity’s work?
Malawi chose me, in a way. Age 18 when I was due to leave School and had no idea what I wanted to do aside of see the world, I pointed at a map, and my finger landed on Malawi. Coincidentally, I had a friend at school whose aunt lived there, so everything seemed to fall into place. It wasn’t until I was volunteering in Malawi that my decision to start The Sparkle Foundation was truly solidified. I underwent a life-saving operation while there, and afterward, I learned that many people, including children, were waiting to be seen by the doctor. I was prioritised because of the colour of my skin, and it struck me deeply. Knowing that others lost their lives while I was being treated was a turning point. I did not know how it would look but I was just determined to make a difference to at least one child’s life and make a difference in the country that saved me.
The Sparkle Foundation is known for its innovative and sustainable model in the charity sector. How does your approach differ from traditional charity models, and what impact has this had on the communities you serve?
The Sparkle Foundation’s approach is holistic because we recognize that you can’t address just one aspect of a child’s well-being in isolation. It’s often said that it takes a village to raise a child, and that’s because there are so many interconnected elements at play. We learned this the hard way—you can’t educate a child who is hungry, lacks access to clean water, suffers from a serious medical condition, or whose parents don’t value education. While education is at the core of creating lasting change, addressing these other critical factors is essential to making the biggest impact.
We could have used our funds to feed over a million children by now, but we knew that wouldn’t truly change their futures in a comprehensive way. Instead, we focus on creating a sustainable model where the community plays an active role. We don’t believe in handouts; we see our work as a mutual commitment to creating lasting change. That’s why our community members contribute to our programs in whatever way they can, whether it’s providing firewood, volunteering in the kitchen, donating maize, or making small financial contributions. This shared responsibility gives them ownership and ensures that, long term, Sparkle can continue operating even if we were to leave the country.
Sparkle becomes the hub of the community, and as a result of our impact, we have successfully replicated our model, now positively affecting 20,000 lives. Our sustainable, community-driven approach distinguishes us from traditional charity models and ensures that our efforts lead to long-term, meaningful change.
You’ve overcome significant personal challenges, including a severe brain injury and life-threatening encounters. How have these experiences influenced your leadership style and your commitment to the charity’s mission?
For me, leading The Sparkle Foundation isn’t just a job; it’s a lifestyle choice that I believe I was born to fulfill. After experiencing a severe brain injury, I went through a challenging period in my career where I realized that the charity couldn’t continue without me. This realisation fueled my commitment to building a strong support system around me and ensuring that Sparkle could leave a lasting legacy, independent of any one person.
My personal challenges have profoundly shaped my leadership style and my dedication to our mission. Sparkle is deeply personal to me, and I think that’s why so many people are drawn to it—because there’s a face and a story behind the organisation. These experiences have taught me the importance of preventing others from going through the same burnout and trauma that I experienced. If I can create a best-practice framework and serve as an advisor to others who want to make an impact—helping them avoid the mistakes I made—then I consider that a great success.
Sparkle is like my family. I’ve been with some of our staff since I was 18, back when we were all volunteers. Some might say I’m too emotional, but I believe if they had experienced what I have, both personally and with the people we serve, they would understand why I lead the way I do. I could never take another job now—waking up every day with the ability to change someone’s life and having a sense of purpose is a privilege not everyone gets to experience, and I am grateful for it.
As Sparkle has grown, my leadership has evolved. We’ve had to professionalise, and now we have four boards across four different countries, with much more process and procedure in place. However, that doesn’t stop me from leading with a big heart and wanting the best for everyone. To some of our staff, I’m a sister, a mother, a friend, and a boss—it varies depending on when they joined the organization. We’re navigating our way through this journey the best way we can, always focused on making the biggest impact possible.
What specific strategies are you implementing to disrupt the traditional charity sector, and how do you see the future of charitable work evolving?
At The Sparkle Foundation, we’re disrupting the traditional charity model by prioritising time, knowledge sharing, and networking over just raising funds. We believe in applying the same high standards as the corporate sector because our work is about saving lives. This means investing in top technology, equipment, and talent to achieve the best outcomes.
While there’s often criticism about charity administration costs, we know you can’t deliver excellence without resources. We’ve relied on volunteers, AI, donations in kind and technology to enhance efficiency and ensure transparency. Our rigorous data collection and reporting have attracted large organisations, proving that accountability is key.
Looking ahead, I see the future of charity work embracing technology, transparency, and high standards, aligning more closely with corporate practices to create lasting impact.
How has your academic background in psychology and sustainable humanitarian action informed your approach to running The Sparkle Foundation?
My academic background in psychology and sustainable humanitarian action has significantly shaped my approach to running The Sparkle Foundation. Through my psychology degree, I gained a deep understanding of what drives people and how they work, which has been invaluable in fostering volunteer and employee engagement. Specifically, my knowledge of mental health has helped me create an environment where giving people purpose in their roles leads to greater fulfillment and commitment. Additionally, my studies in infant development were crucial in shaping our early childhood curriculum during Sparkle’s formative years.
My master’s degree in sustainable humanitarian action connected me with professionals worldwide, many of whom work in UN-linked organisations. This experience provided me with deeper insights into how some of the biggest charities operate, and I’ve been able to apply some of that knowledge to enhance the Sparkle model as we prepare for further growth.
With The Sparkle Foundation growing rapidly across the UAE, UK, Europe, Africa, and the Middle East, what are your plans for further expansion, and how do you maintain the charity’s core values as it scales?
Our core values remain at the heart of everything we do. These values have become ingrained in our culture, ensuring that everyone within the organisation embodies them. This alignment naturally attracts volunteers and partners who share our vision. When these values are deeply instilled from the top down, those who don’t align with them are quickly identified, helping us maintain our integrity as we grow.
We are learning and evolving as we go, recognising that there are still many challenges to navigate. However, that’s the beauty of Sparkle—we don’t pretend to be perfect. We’re committed to doing our best, and while we may not always get it right and often encounter failures, we approach these setbacks with honesty and transparency. By being realistic about our journey, we invite others to support and guide us along the way. This openness is key to preserving our values as we scale and continue to make an impact globally.
You’ve represented England in Rugby 7s and hockey at a national level. How has your experience as an athlete influenced your resilience and drive in the philanthropic world?
When I was 12 years old, I was told I was too fat to make it as a hockey player and that I didn’t have the right body type. I was judged before I even got on the field. A year later, I returned, weighing exactly the same but fitter than anyone else, and I made the team. Since childhood, I’ve always been driven to prove a point—when someone says no or that I can’t do something, I see it as a challenge to show that it can be done.
This mentality has deeply influenced my resilience and drive in the philanthropic world. I believe we often limit ourselves by thinking we’re not capable of overcoming big challenges. When the problem seems too large, we doubt our ability to make a difference. But we just need to start somewhere. Look at Sparkle now—I was told by everyone stick to the corporate world, you can make more of an impact there. It began with one life and has grown to impact 20,000. I’m living proof that anyone with a dream can make it a reality. Playing sports at a national level taught me toughness, discipline, and determination. Even after failing, I never wanted to give up; I kept trying. I firmly believe that where there’s a will, there’s always a way.
As an award-winning TEDx speaker, what message do you hope to convey through your public speaking, and how do you use this platform to advance your mission?
My goal is to share personal stories that resonate with others, helping them see that the challenges they face are often universal. Many people in Malawi and globally will never have the chance to share their voices, and I recognise the privilege I have to speak on their behalf. Rather than shying away from this privilege, I embrace it, knowing that I can use my platform to educate others about the realities of the charity sector, the world, and how they too can find their purpose and make a difference.
Through my speaking engagements, I aim to inspire a global movement. Sparkle is already present on every continent except Antarctica, and I believe that this is just the beginning. My hope is that as more people hear our message, they’ll want to get involved and change lives. By using this platform, I’m not only advancing Sparkle’s mission but also encouraging others to discover how they can contribute to creating positive change.
Looking ahead, what are your long-term goals for The Sparkle Foundation, and how do you plan to ignite a global movement of changemakers through your work?
Looking ahead, my long-term goal for The Sparkle Foundation is to impact 100,000 lives by 2030 and to create a best-practice framework that can be utilised by others who want to make a lasting difference. This framework will serve as a guide, helping others avoid the challenges we’ve faced while maximizing their impact.
We rely heavily on word of mouth, and as long as we stay true to our values and keep faith, I believe we’ll witness something truly remarkable unfold across the globe. By igniting a global movement of changemakers, we aim to inspire and empower individuals worldwide to join us in creating meaningful, sustainable change.
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