fel E POWER OF
Me elThe Power of Philanthropy 43
Coins for Care - by Esther Jacobs from The Netherlands
In 2002 the Euro was going to replace the national currencies
of 12 European countries. It gave me the following idea: What
if collected all obsolete foreign coins for charity?
It sounded like a simple plan. But without money, resources, a
network or relevant experience, it was bound to become
complicated. Especially for a 28 year old girl.
I started by approaching several well-known charities. They
would give me 5 minutes and tell me it was a great idea. They
did not think though that such a young inexperienced woman
could pull of such a big project. They needed a big name and
Esther Jacobs wouldn't do. I had to find a partner or big
sponsors.
So next, I asked big retail chains and supermarkets to put
collection boxes for foreign coins in their stores. I was
basically sent away. The same thing happened when I
approached sponsors. I needed a different approach...
I decided I needed more expertise. I started researching all
details of foreign coin processing, for over a year. Besides
knowledge it got me a trusted, international partner who
would process, return and exchange all coins for my project.
This was the big name I needed! So I approached the charities,
retailers and sponsors a second time. Again they shook me off
politely. I was about to give up.
Then, suddenly, a well-known company offered to build me a
website. To me it occurred that this was exactly what ‘Coins
for Care’ needed: presence. It now looked like a ‘real’
organization, which gave me the guts to inform the press. I
www.MotivationalPress.comJustin Sachs 4
handwrote(!) hundreds of letters telling them about my idea. |
got zero response...
Despite these setbacks I kept hoping and believing that Coins
for Care would be a success, some day...
The breakthrough was a women’s magazine. They were going
to interview someone with a novel idea but that person had
canceled at the last minute. Would I be interested?
After the article appeared, all national media jumped in. Up to
that point, most publicity about the Euro introduction had
been very negative. Most people feared that the Euro would
hurt them financially whereas government agencies and
businesses were afraid of the extra work involved in the
introduction. So the media were thrilled with the ‘girl next
door helps charities with Euro collection’ story. What really
caught on was the fact that I asked people to donate
something that did not have any value to them.
As soon as my face was in every TV and radio program,
newspaper and magazine, the charities, retail stores and
sponsor started to join, Now it looked like Coins for Care was
going to be a success, they wanted their share. | was happy to
sign them up.
Thad traveled to over a hundred countries and had always
wanted to help charities. But as a starting entrepreneur I was
also looking for a project that would make me a decent living.
Having said that, it did totally surprise me how many people
want to make big money from charities...
So, the media attention led to a lot of people offering help. All
inspired by philanthropic motives, but also requesting
percentages of the proceeds ‘to cover their expenses’. All
wwwJSachs.comThe Power of Philanthropy 45
those percentages would add up to so much that hardly
anything would be left for the charity itself! Impulsively I
decided that nobody was going to earn one penny through
Coins for Care, including myself. I would not make any money,
nor cover my expenses, so neither would anybody else. After
communicating this decision 90% of the ‘volunteers’
disappeared. Interesting. It left me with a tiny, but honestly
motivated team. And way too much work. We had 4.000
locations for the collection boxes and we needed about 1.000
volunteers to empty the boxes, arrange the logistics etc.
Without resources, we constantly had to be creative. For
example we made the collection boxes out of sewer pipes
instead of the regular (expensive) promotion materials!
Luckily we found a lot of sponsors who helped us out with
nearly everything we needed.
Apart from the whole organization I tried to focus on creating
free publicity. “Everybody must know that their foreign coins
have no value to them, but will help hundreds to charities!”
was my mantra. By continuously inventing new angles to the
same story I managed to get millions of dollars worth of
exposure. For men’s magazines I focused on the money theme:
The number of coins, their values, pictures of money etc. For
women audiences I emphasized the volunteer aspect, my own
role as a woman and the help I got. For government media I
explained about the fun side of the euro, the unique collection
for over a hundred charities etc. I tried to mention as many
sponsors and volunteers as possible, to keep everybody happy
and engaged.
Then a group of established charities started their own
foreign coins collection. Instead of counter acting, I
approached them to work together. “You have knowledge of
the charity world and experience with collections. I have
www.MotivationalPress.comJustin Sachs 46
already arranged the processing of the coins and extensive
publicity and sponsoring”. But they did not want to join forces.
They started to organize everything by themselves, spending
millions of dollars.
Finally, public opinion forced them to work together with
Coins for Care. Still they were adamant to hire paid companies
for everything that we had already arranged for free! This was
such a frustrating time for me.
Anyway, in the end, we collected $25 million worth of foreign
coins! Over 140 charities benefited from the proceeds.
Later we found out that the established charities had spent
over $15 million in expenses in organizing their part of the
collection! Their directors were fired, but the money was
gone.
I started to ask questions about charities in The Netherlands.
There was no authority or law to monitor charities and
protect the donors. I started Holland's first Donor
Organization and turned the charity world upside down,
demanding transparency. But the charity ‘old boys network’
did not like my poking around in what had been their
‘business’ for many undisturbed years.
They tried to take the attention away from my transparency
message, by falsely accusing me of stealing money from Coins
for Care. That hurt as, for 7 years, I financed my charity work
with freelance jobs for a big consultancy company.
The positive support kept me going. For a while I got over 200
emails a day from donors, expressing their appreciation. Also!
got a big surprise during a meeting of all charities that had
benefited from the Coins for Care money. There, the Mayor
www,JSachs.comThe Power of Philanthropy 47
walked in. He started to talk about role models, model
citizenship etc. | had no idea what was happening. Then he
asked me to come forward and gave me a very serious looking
medal. It took me a while to realize that I just got officially
knighted by the Dutch Queen! At 33 I was one of the youngest
people ever.
Looking back, Coins for Care gave me a lot of opportunities
and it did change my life. I have learnt so much by running
such a novel and huge project. It also expanded my network
immensely. I got to know and work with influential and
inspiring people in Europe. It changed my image from ‘the girl
next door’ to a well-known young entrepreneur who has
realized her dreams and contributed to society. For that
reason I am frequently asked as a motivational speaker by all
kinds of organizations. I love to share my experiences and
inspire others.
Italso gave me the chance to publish a book: “What is your
excuse?” My personal story shows people that ‘no time, no job,
no money’ is in fact ‘no problem!”
Altogether my experiences with Coins for Care and everything
that happened afterwards enable me to work only a few
weeks a year, to travel the world and enjoy life while looking
for new inspiration.
Ithas not given me the financial security I was hoping for.
What I got out of it is even better: I live a dream life, knowing
everything is possible if you put your heart in it and I inspire
others to follow their dreams, regardless of external
circumstances.
www.estherjacobs.info,
www.whatisyourexcuse.us,
www.creativityspeech.com
www.MotivationalPress.com