Movember’s UK income fell by almost a quarter in 2013/14, according its latest annual accounts.
The moustache-growing fundraising campaign for men’s health raised £20.5m, down from £27.1m the previous year.
Income was also down on a worldwide basis, with the initiative raising A$136.6m (£69m) globally, a fall of 3.5 per cent on 2012/13.
The decline in UK income was mostly down to a 30 per cent fall in the number of participants – known as Mo Bros and Mo Sistas. The charity’s campaign in November last year attracted 255,394 participants, compared with 363,990 the previous year. A fall in the amount of Gift Aid attracted by donations also played its part, coming in at £2.2m in 2013/14, compared with £3m the previous year.
The UK charity topped the worldwide table for funds raised and the number of registered participants, coming ahead of Canada and the US.
The accounts say the ratio of costs to funds raised rose to 13 per cent, compared with 11 per cent the previous year. The annual report says the ratio remains low by international fundraising standards, and that best practice is normally in the range of 15 to 20 per cent.
Despite the fall in income, Movember Europe – as the UK operation is known to the Charity Commission – says in its accounts that it significantly expanded its range of programme investments in 2012/13 and would start to make a substantial investment in men’s mental health from 2015.
No one from Movember Europe was available to comment on the latest accounts, but asked by Third Sector last month how much Movember 2014 had raised, Sarah Coghlan, Movember UK country director, said in a statement: "It is too soon to estimate the fundraising total generated by the 2014 campaign. However, the volume of media coverage and celebrity interest hit unprecedented levels last Movember."