How Charities Use Merchandise to Drive Awareness and Fundraising: Gidget Foundation & Bear Cottage

Charities today are finding creative ways to raise funds and broaden awareness, and branded merchandise stands out as one of the most effective tools. Not only do custom items help generate vital revenue—they also turn supporters into ambassadors, spreading your message and building a sense of community wherever they go.

Why Merchandise Works for Charities

• Raises Funds Directly: Selling or gifting branded items—such as candles —offers a tangible way for people to contribute, often enticing higher or recurring donations.
• Builds Awareness: Every piece of merchandise in circulation becomes a walking billboard for your cause, sparking conversation and recognition even among those outside your usual network.
• Deepens Supporter Engagement: High-quality, meaningful products—especially when tied to charity values or stories—shift donors into lifelong advocates, offering something they can physically use, display, or gift.
• Expands Reach: Products move organically into new circles, markets, and events, expanding brand recognition far beyond traditional fundraising methods.
• Fosters Community: Unique merchandise items can help create a sense of pride and belonging among supporters, making them feel more connected to the cause.

Real-World Examples: Gidget Foundation & Bear Cottage

Gidget Foundation

The Gidget Foundation is a shining example of how to use merchandise for both awareness and fundraising. They have proudly sold over 600 CandleXchange candles, each one supporting their vital mental health programs for expectant and new parents. These candles not only provide comfort and calm through their natural ingredients and soothing fragrances but also serve as a powerful symbol of hope and solidarity for families experiencing perinatal depression and anxiety. Every candle purchased contributes directly to funding the Gidget Foundation’s wellbeing initiatives, turning supporters into ambassadors who spread awareness and care across the community.

Bear Cottage

Bear Cottage, NSW’s only children’s hospice, relies on community-driven fundraising and corporate events, often powered by creative merchandise and activities. We worked closely with Bear Cottage to create a bespoke fragrance called Beachside, carefully crafted to evoke the calm and comforting coastal environment the hospice embodies. CandleXchange developed Beachside candles specifically for Bear Cottage, which are sold and gifted to bereaved families and volunteers as a meaningful token of remembrance and support. From Superhero Week—where people wear themed apparel and merchandise—to elegant gala balls featuring these signature candles as gifts, merchandise remains a heartfelt and integral part of Bear Cottage’s fundraising campaigns. Items like these candles, keyrings, and memorabilia serve as constant reminders of Bear Cottage’s mission, ensuring supporters feel connected to the community and care they provide.

Practical Tips: Launching Effective Charity Merchandise

• Align Product & Purpose: Choose items that reflect your charity’s message—like wellness candles for mental health support or child-themed products for kids’ causes.
• Focus on Quality: High-quality, attractive products become lasting symbols, used often and proudly displayed by supporters.
• Create Shopfronts or Easy Purchase Channels: Online shops, pop-ups at events, and collaborations with local businesses increase accessibility, making it easy for people to get involved.
• Use Merchandise to Incentivise Engagement: Reward fundraisers with exclusive merchandise for reaching milestones, encouraging greater participation, and sharing.
• Tell the Story: Every product should connect back to the cause—with packaging and messaging that share the charity’s impact and invite more people into the mission.

Charity-branded merchandise goes far beyond fundraising—it builds a visible, engaged community and brings lasting awareness to critical issues. As Gidget Foundation and Bear Cottage have proven, with the right merch strategy, every bag, candle, or bracelet becomes a beacon of hope and change in the hands of supporters. As a social enterprise partner, CandleXchange proudly champions these causes, helping charities light the way toward a more inspired, compassionate world.