Movember’s UK campaign raised £27.1m in 2012, up 22.5 per cent on the previous year, according to the charity's latest set of global accounts.
The moustache-growing fundraising campaign for men’s health raised £82.7m worldwide, an increase of 14 per cent on 2011.
In its tenth year since it began in Australia, the campaign expanded into seven new countries, including Germany, Sweden, Hong Kong and Singapore.
The accounts say that the ratio of costs to funds raised rose to 11 per cent, compared with 8 per cent in 2011. The annual report says the increase was in line with its strategy to invest in people and technology to keep pace with its rapid growth.
At the campaign’s peak, the charity was receiving 387 donations a minute worldwide. The UK campaign topped the table of funds raised and sign-ups, just ahead of Canada. In 2012, 363,990 participants – called Mo Bros and Sistas – registered in the UK, an increase of 43.8 per cent on last year.
Sarah Coghlan, UK country director for Movember, says in the report that the campaign was launched in the UK with the projection of a moustache on the Elizabeth Tower in London. "This sparked international media attention, setting the bar for a month of excellent print and broadcast media coverage," she says.
The UK campaign attracted 5,240 pieces of media coverage in 2012, up from 3,028 the previous year. Website visits totalled 11.6 million, compared with 10.6 million in 2011.