How the Right Merchandise Helped Turn a Local Idea Into a $210,000 Fundraiser

Awareness only works when it stays visible.

For community campaigns and charity events, merchandise is not an afterthought. It is one of the most effective tools for keeping a message moving, funding a cause, and giving people a way to publicly support something that matters.

21 Twentyones is a clear example of this in action.

What Was 21 Twentyones

21 Twentyones was a Ballarat-led mental health initiative created by Delaney Troon. 

Delane’s reason for starting 21 Twentyones is clear, she says:

“Losing my Dad was one of the hardest obstacles I have had to face in my life, but because of that I’ve taken the opportunity to reflect that it isn’t something shameful or that we should feel the need to hide. I dream that one day people don’t have to battle alone and people don’t have to lose their lives. We can all help that dream by keeping the conversation going, keep showing up for the people you love, and keep giving yourself the help you need.”

The challenge was simple to understand and demanding to deliver.
Run 21km every day for 21 days.

The goal was to raise awareness and funds for men’s mental health in Ballarat. The result was extraordinary. Over 21 days, the community rallied behind the cause and raised $210,000 for Ballarat Men’s Mental Health.

Merchandise played a measurable role in that outcome.

Why Merchandise Matters for Fundraising Campaigns

Good merchandise does more than raise money.

It creates visibility beyond social media.
It gives supporters a way to show up publicly.
It keeps the conversation going long after the event ends.

Every bottle carried to work.
Every cap worn on a weekend.
Every tee seen at training, school pickup, or the supermarket.

That repetition builds awareness at scale.

Our Role in the 21 Twentyones Campaign

Our job was to support the campaign with “21 Twentyones” branded merchandise without slowing down the cause.

As demand grew quickly, the challenge became managing volume, consistency, and speed while keeping the focus on the cause.

We worked closely with the 21 Twentyones team from the start to plan a merchandise range that could grow with the campaign.

This included:

• Branded tees
• Caps
• Drink bottles

This complimentary group of merchandise was intentional. Practical products that supporters would actually wear and use.

Scaling Merchandise as Demand Grew

One of the biggest risks in charity campaigns is underestimating momentum.

As awareness increased, orders rose fast, especially towards the final days.
Supporters were keen to receive their merchandise ahead of the next run.
Delays or inconsistency would have cost momentum for the cause.

To manage this, we had Kassy, our veteran account manager to oversee the account, she:

• Planned production early
• Scaled stock as demand increased
• Maintained consistent garment printing standards across all items
• Managed reorders without disrupting the campaign
• Worked with the 21 Twentyones team to improve on the system over time

This allowed the organisers to focus on the challenge and the community, not logistics.

Streamlining Orders With an Online Store Listing

To remove friction for supporters, we also created a dedicated online portal with the merchandise listed on our webstore for the 21 Twentyones merchandise.

This meant:

• Simple ordering for supporters
• Clear product options and sizing
• Reduced manual handling for organisers
• Faster turnaround on orders

For growing campaigns, an online ordering system is often the difference between missed opportunities and sustained momentum.

Using Bundle Buys to Increase Fundraising

To maximise the impact of every order, we also introduced bundle options.

Bundles encouraged supporters to purchase multiple items in one transaction, increasing average order value while offering better value to the customer.

This approach:

• Simplified decision-making
• Increased per-order fundraising
• Helped move more merchandise faster

The result was stronger fundraising without pushing supporters harder.

The Outcome

Through merchandise sales alone, over $10,000 was raised towards the $210,000 total.

More importantly, the merchandise extended the life of the campaign well beyond the 21 days. The message continued to travel through workplaces, gyms, schools, and the wider Ballarat community.

What This Means for Your Next Event

If you are planning a charity campaign, community initiative, school program, or sporting event, merchandise should be part of the strategy and ready to roll out from day one.

The right supply partner will help you:

• Choose products people actually want to use
• Scale supply as demand grows
• Keep branding consistent
• Streamline ordering and fulfilment
• Maximise fundraising potential

When merchandise is done properly, it supports awareness, builds momentum, and contributes real dollars to your cause.

If you have an event on the horizon we can help you brand it. 

Come visit us in-store, with 2 great locations in Ballarat:

• 1265–1267 Howitt Street, Wendouree VIC 3355
• Delacombe Town Centre, Shop T26/315 Glenelg Hwy, Smythes Creek VIC 3355

or call on 03 5339 5446.