Around the world, one man dies by suicide every minute of every day, on average. It’s an alarming statistic and the Movember movement is not going to sit back and accept it. Movember works to build a world where men take action to be mentally well and are supported by those around them. The most familiar facet of Movember is a campaign that asks participants to grow a moustache to raise money for men’s health. The campaign started in 2003 with 30 “Mo Bros”. Now, more than 6 million people participate.
However, Movember is more than just moustaches. Today, Movember continues to offer an incredibly diverse range of charitable merchandise, from quirky moustache-themed items to practical, everyday products. This variety of merchandise helps Movember increase engagement and drive donations to support a critical cause.
Your charity can do the same! In this post, we highlight the value of merchandise diversity and share a few replicable lessons from Movember’s own merch.
The Value of Merchandise Diversity in Fundraising
Merchandise shops are a critical component for charitable fundraising. According to the Charity Retail Association, these shops provide their parent charity with £363 million per year! Of those who engage with a charity, 40% will subsequently purchase a product that benefits that charity.
Charities have more public trust than other institutions, and as we begin to recover from the cost-of-living crisis, people will increasingly be looking for ways to give to causes they care about. It’s never been more important to stock your shelves—be they digital or physical—with a range of charitable merchandise. Here’s a few reasons why.
- Diverse merchandise appeals to a broad audience. Your supporters include people of all ages, from millennials to baby boomers, as well as people of all means and motivations, from first-time givers to recurring donors and from small donations to substantial gifts. When you offer a range of merchandise, you appeal to the unique interests and incomes of your diverse supporters. Fanciful gifts are great holiday items and functional gifts have year-round appeal. Offering merchandise in a range of price points also enables your supporters to purchase what they can, when they can.
- Diverse merchandise drives awareness of your charity. Offering a range of items allows your supporters to represent your cause in multiple ways, from iconic badges to branded clothing. One of the reasons that merchandise is such an effective tool for charities is that most of it is designed to be used or seen. Merchandise carries forth your brand and your message, which increases overall awareness for your cause through public visibility, community building, and a wee bit of social pressure.
- Diverse merchandise encourages repeat donations. Think about your own shopping habits. You wouldn’t visit a retail shop if they only offered the same stale clothing month after month. You want seasonally appropriate products that are attuned to the latest styles and trends. Your charity shop is no different. By offering a range of products, and by rotating your offerings throughout the year, you encourage people to return to your shop to make repeat purchases. And we all know that recurring donations and purchases are key to long-term, sustainable fundraising!
Don’t forget about the diversity of where you sell your merchandise. In addition to your charity website, you can leverage your diverse merchandise to engage broad audiences by hosting shops in places like eBay or ASOS Marketplace. And, as you grow your shop, look for opportunities to extend your reach in multiple marketplaces, including innovative approaches like in-person charity pop-up shops.
Lessons from Movember Merchandise
For inspiration, look no further than the Movember store. The charity shop is a masterclass in merchandise. Here’s a few lessons you can replicate for your own charity shop.
- Balance fun and function. As we mentioned above, your supporters are diverse in terms of their age, gender, income, and interests. Your merchandise should be equally diverse. Movember taps into this with a range of products from fanciful to functional. It offers quirky moustache combs (designed in partnership with Kent Brushes, the oldest maker of hairbrushes in the world) alongside practical items like the All Seeing Mo Tote and warm-weather beanies.
- Achieve price point perfection. We can’t control the economy or people’s purchasing power. What we can do is offer products in a range of price points to appeal to more supporters. Movember offers a range of products, from £5 stickers to high-quality hoodies. When you offer a range of products like this, your shop is instantly more accessible to supporters at all levels.
- Don’t forget the everyday items. Supporters are a savvy bunch. Appeal to common-sense preferences by offering practical items like clothing and drinkware. Functional gifts not only ensure frequent use, but they also create daily reminders of your cause and increase your overall visibility. Movember offers a range of functional, visible products, including logo caps and t-shirts. And don’t forget the little ones! Movember also offers clothing for children—because “you’re never too young to Mo”.
We hope this post illuminates the value of diverse charitable merchandise. Offering a range of products at all price points, like Movember, can help your charity meet its fundraising goals this year and beyond. Ready to explore new products? Check out these articles on designing eye-catching merchandise and promoting it in innovative ways. Then get in touch with our friendly, expert designers to turn your ideas into treasures!