Country: Mexico

Organization: Esprit Whitewater Worldwide

Year the initiative began: 2007

Project Website: www.whitewater.ca

Positioning in the Mosaic of solutions:

• Main barrier addressed: Cross-cultural myopia
• Main insight addressed: Incorporate sustainable practices

What is the goal of your innovation?
To facilitate an interaction between our guests and the most disadvantaged families in our community who are beyond the touch of tourism.

How does your approach support or embody geotourism?
Hermanos was created to lend a helping hand to those that see little to no benefit from the influx of tourism in our community. Despite considerable investment in local people and projects within our community we realized that there are still many people beyond the touch of tourism. Often the elderly, handicapped and other disadvantaged are overlooked by the hectic pace of set by tourism operations. Travelers (our guests) gain valuable perspective and insight by visiting local homes and making small contributions to better the lives of those that usually see little to no benefit of their visit to the area. Micro-philanthropy... the donation of small gifts.... performing random acts of kindness... has resulted in a mutually beneficial relationship to both the givers and receivers. A connection between our guests and our communities most humble residents evolves.

Describe your approach in detial. How is it innovative?
Our innovation goes back to the days of Robin Hood.... but instead of stealing from the rich to give to the poor.... we (as tourism operators) are the intermediaries between willing donors and appreciative receivers. Here is how things started. We noticed some problems in our community and then took action to find some solutions. Problem 1: Despite Jalcomulco being a successful model in eco-adventure tourism, we realized that some families still see little or no benefit from the tourists we bring into their community. Problem 2: Our guests gain so much from their experience in Jalcomulco that they ask how they can contribute back to the community. Solution: Facilitate the exchange of small donations from willing contributers to those that see the smallest benefit from their visit. Create an engaging encounter/relationship for both the giver and receiver. We invested $200 in 2 sets X 4 different "gifts" that our guests could purchase from us ($25 each) to donate to residents in our community. Gifts include "despensas' (food baskets), energy efficient light bulbs, soccer balls and jerseys, and school sets. Our guests choose their donation, pick it off our display shelf and are escorted to the home of the recipient. We then introduce our guest to the recipient, share smiles, laughs, stories and exchange our gift for an incredible amount of gratitude.

What types of partnerships or professional developement would be most beneficial in spearding your innovation?
At first we thought we were just "doing the right thing" . Then we realized that perhaps 'Hermanos' could be a model for other companies in other destinations to integrate into their programs. We now believe that we can take this model and make a "movement' by linking tourism operators that incorporate "Hermanos" projects in their communities. We are currently spreading the word to outfitters world-wide to join us in benefiting those in their communities beyond the touch of tourism.

In one sentence describe what kind of impact, change, or reform your approach is intended to achieve.
To empower our guests to "contribute" to those beyond the touch of tourism. To connect our guests to their "Hermanos" in our community.

Describe the degree of success of your approach to date. Clearly define how you measure quantitative and qualitative impact in terms of how your approach contributes to the sustainability or enhancement of local culture, environment, heritage, or aesthetics? How does your approach minimize negative impacts?
We measure our success in a variety of ways. Quantity % of donors.... over 75 % of our guests make a micro-donation ($25 gift) of which many make numerous donations (set of 4 $100). On average we have over 100% making a $25 micro-donation. The generosity and will to contribute is amazing and previously untapped. Quality of encounter..... Our guests and recipients both benefit and enjoy the relationship created in the exchange. The value placed on the smiles, laughs and gratitude makes for a priceless experience. Benefit to recipient.... providing a food basket to those that cannot afford to purchase rice or beans, changing cheap incandescent light bulbs for more energy efficient ones, or giving a young kid a soccer ball or school supplies makes a difference to those who receive them. To date.... there is no evidence of negative impact.

How does your program promote traveler enthusiasm, satisfaction, and engagement with the locale?
Through "Hermanos" our guests are given the opportunity to see how the least fortunate in our community live. We create enthusiasm for making a positive contribution to the community which leads to direct engagement with local people resulting in an incredible level of satisfaction. Hermanos builds relationships between unlikely partners.... tourists and those not "normally" touched by tourism. Sometimes our guests are so moved by their "Hermanos Experience" that they become inspired to contribute in bigger and better ways.... other campaigns include "A New Ear for Walter" and the construction of the "Worlds Smallest Museum".

In what ways are local residents actively involved in your innovation, including participation and community input? How has the community responded to or benefited from your approach?
Our local staff (who reap the benefit of tourism everyday) are very enthusiastic to be able to 'reach out" into their own community to help those less fortunate. They have the "ear to the ground" and "finger on the pulse" finding families who could benefit from a little "micro-philanthropy". Recipients have progressed from strangers to neighbours to friends of or staff and guests.

Describe how your innovation helps travelers and local residents better understand the value of the area's cultural and natural heritage, and educates them on local environmental issues. How do you motivate them to act responsibly in their future travel decisions?
The small investment from our guests and the benefit received by the beneficiary is only part of the "Hermanos Experience". The real value comes in the exchange where we are able to translate the differences and commonalities in the ways of life, cultures, values and perspectives of our guests and people that struggle in our community. When we enter a home with a gift of energy efficient lightbulbs we explain the dilemma facing the developing/impoverished world to make the switch. Energy efficient bulbs cost ten times as much as incandescents. Despite lasting up to ten time longer and reaping ten times the savings the initial investment is insurmountable for some families.

Is your initiative financially and organizationally sustainable? If not, what is required to make it so? What is the potential demand for your innovation?
Yes, we have very little overhead... a mere $200 initial investment. When our guests purchase a gift to donate their investment is recycled by us replacing the gift they purchased. ONE HUNDRED PERCENT of our guests investment goes directly to the recipient. We have no overhead, no administration fees.... it just keeps on regenerating itself. Any adventure travel company world-wide could start immediately with just a $200 investment.... we provide all the marketing material and "concept" free of charge.

How is your initiative currently financed? If available, provide information on your finances and organization that could help others. Please list: Annual budget, annual revenue generated, size of part-time, full-time and volunteer staff.
This is truly grass roots and has no additional staff or administrative costs. We started with eight $25 gifts and each time one is purchased we replace it with the donors investment. We estimate a $5000 return on a $200 investment by the end of our season. I know this sounds like "small potatoes" but imagine 100 or possibly 1000 like minded adventure travel companies following suit.... thats $500 000 going into the homes of those not directly or positively effected by their tourist operations.

What is your plan to expand your approach? Please indicate where/how you would like to grow or enhance your innovation, or have others do so.
We are planning to share "Hermanos" with all other socially/environmentally ethical adventure travel companies. We hope to promote each other under a common branding. That way when one of my guests is looking at another outfitter in another destination the can say "Hey, they have a Hermanos Project too!". We are appealing to all outfitters listed in the National Geographic "Best Outfitters on Earth" survey and hope to get some others come on board through our presence here with Changemakers.

What are the main barriers you encounter in managing, implementing, or replicating your innovation? What barriers keep your program from having greater impact?
Currently we have not reached any hurdles, problems or barriers. Hermanos is designed to be 100% transferrable to any developing/emerging community where tourism exists. Our guest enthusiasm for our program is so strong that sometimes we just cannot get around to enough houses in the time frame available. Sometimes our guest prefer to contribute anonymously. We can accommodate them but feel that they are missing out on the most valuable part of the experience which is the "engagement and exchange' of gifts and gratitude.

What is the origin of your innovation? Tell your story.
Upon arriving in Jalcomulco in 1995 we quickly realized that there was much more to Jalcomulco than just “coffee and mangoes, acamayas and rafting”. Although we fell in love with the area, the adventure pursuits of the region, and the breathtaking vistas of the Antigua river valley, we quickly recognized the true value of the community lies in its warm, gracious, and friendly people. We realized that we could make a big difference in the lives of our local friends with small financial contributions. To date our small donations have yielded some incredibly successful business ventures, improving and stabilizing the lives of our friends and families. We contribute with small scale micro-philanthropy helping our friends to realize their tourism dreams. In a parallel world across the globe Muhammad Yunus of Bangladesh was creating a system of Micro-lending…. in small rural communities allowing small scale business ventures to succeed with easy and affordable repayment plans. Our micro-philanthropy system was similar, albeit on a smaller scale, but had one major advantage over Prof. Yunnus’ micro-lending program. We did not require our beneficiaries to pay us back. We found that our “piece of the action” came from watching our friends succeed, by realizing that we had made a positive contribution to their lives and that their gratitude was more that sufficient compensation for our investment. We realized that “through giving, we gain”. Eleven years later, in 2006, Prof. Muhammad Yunnus won the Nobel Peace Prize for his micro-lending scheme. In 2007 Esprit received the #1 ranking for Sustainability in National Geographic Adventure’s Best Outfitters On Earth contest with a score of 100%. Although it is not the Nobel Prize we would like to share our latest initiative “Hermanos... A Model of Micro-Philanthropy. Under the banner of “Hermanos” we invite our guests to perform “random acts of kindness” in our community by purchasing and delivering small but appreciated gifts to the least fortunate in our community. We know many older people, single parent families, handicapped, as well as just plain poor families that for whatever reason the golden wand of tourism just hasn’t touched. Through Hermanos we have been able to reach out to these families formerly forgotten by tourism. Our guests have supported the project immensely. In exchange for their gifts they receive warm and sincere gratitude. The smiles, laughter, compassion and understanding has been priceless. Our next phase is to assist eco-adventure travel companies world-wide to start their own "Hermanos Project". We provide all the branding/marketing material, support ideas and web links to any operator that wants to join us. At this point in time I would like to dedicate the Hermanos Project to a young girl in our community named Dizac. Dizac is 12 yrs. old, and is the oldest of four young girls. Her mother is busy with family matters and her father is too sick to work. When we realized that their family life was extremely challenged we looked at ways that we could lend them a hand. From here we started Hermanos. Sincerely Jim, Erin & Team Esprit

Please provide a personal bio. Note this may be used in Changemakers' marketing material.
Jim & Erin Coffey own Esprit, a whitewater oriented eco-adventure travel company based in the Ottawa River valley during the Canadian summer and in the village of Jalcomulco Veracruz during the winter. Collectively, they have worked in over thirty countries worldwide leading eco-adventure tours as well as teaching outdoor pursuits for a variety of prestigious organizations. In 1995 they started their winter operations in Jalcomulco, Veracruz, Mexico which have developed into a variety of fun, exciting, educational, challenging and rewarding programs. In Oct. 2007 their operation was rated number 1 in the world for their sustainability practices by National Geographic Adventurer magazine

Please write an overview of your project. This text will appear when people scroll over the icon for your entry on the Google map located on teh competition homepage.
Hermanos.... a Model Of Micro-Philanthropy Hermanos facilitates the giving of micro-donations ($25 gifts) to those who need them most. In giving our guests become engaged in the community. Gifts include "despensas' (food baskets), energy efficient light bulbs, soccer balls and jerseys, and school sets. Our guests choose their donation, pick it off our display shelf and are escorted to the home of the recipient. We then introduce our guest to the recipient, share smiles, laughs, stories and exchange our gift for an incredible amount of gratitude. Although small in scale the hope is that other outfitters world-wide will follow suit and soon an international movement of Hermanos projects will be started.

Contact Information
Mr. Jim Coffey
Director/Owner/Guide
Esprit Whitewater Worldwide
#3 Ch. Esprit, Davidson Quebec, Canada, J0X 1R0
jim@whitewater.ca