In 1994, Willemijn started the Dutch War Child organisation In service to War Child, she was regularly featured in television programmes where she drew attention to human rights and social development. In August 2007, she handed over the daily management of War Child to a new general director. In the following period, she initiated several War Child media projects, including the film Wit Licht (White Light). In 2010, she became unpaid vice-chair of War Child's Supervisory Board.

In 2012, she launched the Dutch platform Social Enterprise NL for social enterprises and founded the investment fund Rubio Impact Ventures.

About Willemijn

She studied history and international relations at Leiden University and the University of Amsterdam. Afterwards, Verloop went through short projects at the Political Affairs Department (Centre Against Apartheid) at the United Nations in New York and at the Political Affairs Department of the Council of Europe in Strasbourg. She then spent three years as a programme manager at the European Action Council for Peace in the Balkans, a non-governmental organisation working for peace in the Balkans.