Dry July 2011/12 Annual Report Contents
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Dry July 2011/12 Annual Report Contents 03 Mission / Vision / Objectives 04 Chairman’s Statement 05 A Message from the Executive Directors 06 About Dry July 07 Benefi ciary Partners 2011 08 Partnerships 09 Patron / Ambassadors / Supporters 10 In the Press 12 Fundraisers 13 Campaign Features 14 Media Launch 15 Merchandise 16 Positive Outcomes 2011 / Participant Insight 17 Dry July 2011 Campaign Statistics 18 Distribution of Funds Raised 19 Our Four-Year Performance 20 Funds at Work with Our Benefi ciaries 21 ACT - The Canberra Hospital 22 NSW - Calvary Mater Newcastle 23 NSW - Lismore Base Hospital, Our House 24 NSW - Liverpool Hospital 25 NSW - Nepean Cancer Centre, Penrith 26 NSW - The Prince of Wales Hospital & Dreams2Live4 Committee, Sydney 28 NSW - Wollongong Hospital 29 NT - The Royal Darwin Hospital 30 QLD - Mater Adult Hospital, Brisbane 31 SA - The Hospital Research Foundation, Adelaide 32 TAS - Launceston General Hospital ABN 88 497 552 964 33 VIC - The Royal Melbourne Hospital For more information about the Dry July Foundation please contact: 34 WA - Sir Charles Gairdner Hospital, Perth Dry July Ltd 35 Extract from the Audited Financial Report Suite 2, Level 15, 189 Kent Street 36 Statement of Comprehensive Income Sydney, NSW 2000 Australia 37 Statement of Financial Position PO Box R957 38 Cash Flow Statement Royal Exchange NSW 1225 39 Corporate Governance Australia 41 Auditors Report email: [email protected] 42 Charitable Fundraising Act Declaration tel: +61 2 9247 6691 www.dryjuly.com 43 Directors Declaration 44 Notes twitter.com/dryjuly facebook.com/dryjuly This annual report details the Dry July 2011 campaign and covers the fi nancials from 1 July 2011 to end of fi nancial year 2012 (30 June 2012). 02 dryjuly.com Mission Directly benefi t adult cancer patients with real and tangible change by providing funds to create better environments and support networks for patients and their families. Raise awareness of drinking habits and the value of a balanced healthy lifestyle. Vision Be a well respected not-for-profi t organisation locally, nationally and internationally in the online, cancer and hospital community. Objectives To deliver an engaging charitable campaign which inspires people to enjoy a month off the booze, whilst raising funds to directly benefi t the lives of adults living with cancer. To raise awareness of the number of adults living with cancer in local communities & set out to improve the quality of their lives and journey. Work closely with our benefi ciary partners to document where the funds raised are being utilised. To deliver an effi cient, low cost fundraising campaign, utilising online technology to minimise administration costs. dryjuly.com 03 Chairman’s Statement The 2011 campaign has once again seen some incredible growth across the board for of the Dry July Foundation (DJF), consistent since our inception in 2008. In only four short years, participants have raised close to $7 million for adult cancer treatment with a massive eff ort this year raising more than $2.8million in Australia. This campaign saw over 11,400 participants create the funding and support for initiatives of 13 benefi ciary hospitals and cancer centre’s here in Australia. All signs point to more people taking up the challenge each July to go dry and help support a worthwhile cause. With this in mind, we’ve grown too. Having recently opened an offi ce in Melbourne to better service our Victorian and South Australian stakeholders, we’re also increasing our staff numbers to keep up. With dedicated benefi ciary management staff , web designers and administration all helping to directly benefi t adult cancer patients with real and tangible change by providing resources that holistically improve the patient treatment landscape. From a strategic perspective, the Dry July campaign will take on additional benefi ciaries for our next 2012 and 2013 campaigns, with around 25 treatment providers in Australia (including more regional areas) set to benefi t from participants eff orts, and three benefi ciaries in total throughout the North and South Islands of New Zealand. This growth will also be complimented by the exciting development of new Mobile interaction program for both donors and participants. Dry July is also well placed to integrate into the new regulatory environment with changes to not-for-profi t legislation and the introduction of the Australian Charities and Non-Profi t Commission. Consistent with our transparent approach to our community engagement and complimented by an experienced board with considerable governance expertise, DJF has already begun to ensure we meet the high standards expected of an Australian charity. On behalf of the Board and our Staff , I sincerely thank those who participated in the 2011 Dry July campaign and hope you share in the achievement of knowing the considerable impact you’ve made on the lives of those touched by cancer. Best wishes, David Brennan 04 dryjuly.com A Message from the Executive Directors Dry July 2011 was a pivotal year for the foundation. We had achieved phenomenal growth and recognition over the previous campaigns and so this campaign year was one we wanted to set the foundations for longevity. Addressing structure, framework and procedures would allow us to achieve strong growth in the future. For the 2011 campaign we had 13 benefi ciaries nationally. Extending our reach in NSW we brought on board three new benefi ciaries. The outcome achieved 15% growth in donations and 20% growth in participation from the 2010 Dry July campaign. This meant 11,463 people signed up to the challenge, raising AUD$2,829,469. A key focus for us is awareness. For the 2011 campaign we concentrated a great deal on our social media communication avenues. We identifi ed this as a brilliant way to leverage the brand and messaging in a cost- eff ective way whilst attracting support. The state of Victoria continues to be a diffi cult market for us to gain ground. We have learnt a great deal from Dry July 2011 about engaging the Victorian market and are excited about the opportunities we can develop there. With over 11,400 people participating and over 60,000 donations coming via the website in 2011, the concept of Dry July isn’t just limited to Australia. We have a lot of interest from New Zealand, United Kingdom, United States and Canada. As we are a very small team, we look forward to adapting the campaign in future years to realise the full potential of the initiative. Thank you to everybody that worked tirelessly on making Dry July 2011 such a success. We greatly appreciate all the support shown to us by our partners, the hospital teams, our Patron Adam Spencer and fellow ambassadors. Without their dedication Dry July simply wouldn’t receive the recognition it does. Thank you to all those that signed up to the Dry July challenge, inspired donations and made all the changes detailed in this annual report possible. We hope you enjoyed the experience of going Dry for July and we look forward to seeing you back on board in future campaigns. Cheers, Brett Macdonald Phil Grove dryjuly.com 05 About Dry July What is Dry July? Dry July 2011 The 2012 campaign and beyond... Dry July is an online social community, With three successful campaigns Our fi nancial year ends during our health awareness initiative, where an already achieved and with continued 2012 campaign so we get a brief individual or group signs up to the vision to grow the campaign we set snapshot of the path the campaign challenge of a month long sponsored about raising the bar for the 2011 is on. The volume of sign ups and abstinence from alcohol. campaign. Bringing on a host of donations received throughout the recognised identities we created a suite month of June 2012 meant that The funds raised from sponsorship of of short videos to inspire a range of everything is pointing towards another participants brave ‘dry’ eff orts directly new supporters along with being able record breaking year. benefi t the lives of adults living with to show how previous campaign funds cancer right across Australia. At the time of publishing this annual have made a diff erence to the lives of report the Dry July 2012 campaign had Sponsorship is primarily raised online adults living with cancer across our come to a close. We are delighted to via participant or group profi le pages. benefi ciaries. note that participation numbers stood Dry July is about clearing your head A fresher approach to engaging at over 15,000 people and funds raised and making a diff erence. Get healthy, participants and donors saw a rustic, exceeded AUD$3.7 million. challenge yourself, encourage positive authentic re-brand which was adopted With overall campaign growth of change and a healthy attitude to to simplify the website as well as around 30% we look forward to alcohol consumption. strengthening our identity in the documenting on the website and in charity community. DJ (Dry.July.er) [dee-jay] noun: a our 2012/13 annual report the tangible person or group actively sponsored We brought on three additional changes we will bring to adults living to participate in Dry July. NSW based benefi ciaries for the with cancer through our benefi ciary 2011 campaign. This growth partners. The Dry July Foundation is a registered allowed us to test our work-fl ow charity approved by the Australian To have been able to continue a path procedures and framework to allow Tax Offi ce. of consistent growth over the fi ve Dry for future expansion both locally and July campaigns we are excited about We have been granted the following: internationally.