Generosity loops / The campaign press release for Donation Dollar explains that each coin is designed to be a simple reminder to donate, and that ‘each one in circulation will create its own loop of generosity’. By attaching a cause to something many Australians already carry around with them in their pockets – small change – this campaign simplifies the act of charitable giving. Stamping a reminder on the money itself emphasises how easy it is to donate to charity – and shows that no matter how small a donation is, every coin counts.
Nudge, nudge / The reframing of pocket change as a potential charitable donation plays on the concept of nudge theory; with simple reminders or framing devices, small choices can lead to real change. Rather than lead a fundraiser or donation drive, The Royal Australian Mint is (literally) putting the power to donate in the hands of every Australian.
In some ways the initiative is similar to NRMA’s First Saturday campaign, recently covered by Contagious, in that it rebrands something that already exists, compelling people to think of that thing differently: for NRMA it was reimagining the first Saturday of the month as a chance to safety-proof your home. Here, it’s giving a dollar coin another name to get people to stop and reflect on who might need that money most.
Talking points / Like any new currency, the Donation Dollar coins are bound to spark conversation between those who come across them and with so many in circulation the coins will hopefully become a regular reminder to donate to charity. Even if getting a coin doesn’t immediately spark a donation, it’s a statement of intent to make compassion a part of daily interactions. As a whole the initiative will help drive awareness of the charities that are struggling to survive as a result of the pandemic.
