World-first ‘Donation Dollar’ is a huge charity boost

The “Donation Dollar” aims to encourage more Aussies to make a difference by donating to those in need when they discover the coins in their change.

Its arrival has come at a crucial time, as cash-strapped charities and people living on the streets have seen spare-change donations dry up during the pandemic. These coins are a day-to-day reminder that everyone has the power to help by giving what they can afford.

It will be impossible to miss the call to generosity with the coin’s distinctive “ripple” design and the words “DONATION DOLLAR: Give to help others” emblazoned on the front.

FREE WEBINAR: How you can benefit from this fundraising opportunity, featuring the experts behind the coin. (Register to watch)

The Royal Australian Mint will produce enough Donation Dollars for every person in Australia. Unlike collectible rare coins, these coins are designed to be given away.

An initial 4.5 million Donation Dollars were produced, with the first release in September 2020. In total, 25 million coins will be minted over the next few years, enough for every Australian.

Charities leader and Community Council for Australia (CCA) chair Tim Costello said, “Every one of these coins is a chance to spark new conversations about generosity.”

“If every Australian donated an extra Donation Dollar each month, we could raise another $300 million for charity each year.

"It might be a small coin, but it will circulate as a constant reminder to give, and that can make a big difference.”

He said every coin that was passed on would relay a message to inspire generosity and raise vital cash for the nation’s 600,000 not-for-profits.

Charities and community groups, politicians and well-known Aussies from every field have thrown their support behind the concept.

Adam Ferrie from global communications firm Saatchi & Saatchi is the creative visionary behind the concept. He said he hoped the new coin’s influence would be a lasting one.

“In creating Donation Dollar, we aim to inspire a national spirit of generosity, not only for today, but for generations to come,” he said.

“It’s a small but powerful reminder to give, in the hands of every Australian, every single day.”

The firm has begun its push to make the unique coin a household conversation piece, with a national campaign beginning immediately.

It is expected that the campaign will involve promotions on TV, radio, news sites, educational websites, social platforms and billboards.

Our Community group managing director Denis Moriarty said not-for-profits and charities had a “front row opportunity” to become Donation Dollar advocates by spreading the message and lending their support.

He said the Donation Dollar’s importance would continue to grow as the nation emerges from the COVID-19 emergency.

“This is such a great initiative that will help all Australians think about the value of community groups by giving them an affordable way to give, more often.”

The Royal Australia Mint’s Mark Cartwright said everyone at the organisation was proud of their involvement.

The executive general manager of marketing, sales and innovation described the new coin as “a world first initiative”.

“For over two years, we have worked closely with our friends at Saatchi & Saatchi Melbourne to construct an approach that can make an extraordinary difference to Australians.

“We do hope that the Donation Dollars act as a gentle reminder that as individuals we have the power to help those that are doing it tough – the act of giving these dollars, multiplied over and over for many years, has the potential to make a significant contribution to the lives of many.”

The Assistant Minister for Finance, Charities and Electoral Matters, Zed Seselja, said the coin served as a timely reminder of the challenges for the community, just days before the International Day of Charity on September 5.

“This year we know there are many Australians doing it tough in the face of the COVID-19 pandemic, and Australia’s ... charities and not-for-profits have not been immune to these economic challenges,” Assistant Minister Seselja said.

“While we continue to face the challenge of the COVID-19 pandemic together, the Donation Dollar is a long-term idea we hope continues to provide a simple reminder to Australians that if you are in a position to donate it, please do so.”