|Nowadays, the mental illness of the Australian population has caused considerable concern throughout society. According to the Australian Bureau of Statistics (2013), mental health issues in Australia have become much more prevalent than ever before. It shows that mental disorders were expected to affect more than 1% of the population. Meanwhile, Australia's mental health system is not meeting demand (ABC News, 2014). In this situation, raising funds for mental health in line with social reality has become an important trend. ABC News 2014, "Australia's mental health system not meeting demand, should focus on self-help: report", ABC News, 11 March, viewed 27 March 2014, Australian Bureau of Statistics 2014, National Survey of Mental Health and Wellbeing: Users' Guide, 2007, catalog no. 4326.0.30.002, ABS, viewed March 27, 2014, EconomicAs personal income continues to rise, people are willing to spend more on charity. As TradingEconomics (2013) shows, the average Australian weekly income increased dramatically from $875.2 in January 2008 to $1,114.2 in January 2014. With improved living standards, people are showing more generosity towards charitable donations . Based on NAB's Charitable Giving Index (NAB, 2012), in the seven months to July 2012 charitable giving increased by 4.7% compared to 2011, while the average annual donation size per donor increased by 0. 7% to $292 compared to the previous year. Furthermore, the charitable giving index in 2013 continued to grow by 2.6% compared to 2012 (NAB, 2013). TradingEconomics 2013, Australia Average Weekly Wages, January 2014. Viewed 27 March 2014NAB 2012, new index shows the generosity of Australians, Australia, viewed 27 March 2014, NAB 2013, NAB Charitable Giving Index: in-depth report – February 2013, Australia , viewed March 27, 2014, Politico Political attention and financial support substantially increase mental health fundraising motivation. From 2010 to 2011, total direct spending to support people with mental illness was approximately $28.6 billion, of which the Australian Government funded the majority (Medibank and Nous Group, 2013). In order to reform the mental health system in a long-term perspective, the Australian Government established the National Mental Health Commission (NMHC) in January 2012 (Medibank and Nous Group, 2013) Medibank and Nous Group, (2013). The Case for Mental Health Reform in Australia: A Review of Expenditure and System Design, retrieved March 7, 2014, from http://www.medibank.com.au/Client/Documents/Pdfs/The_Case_for_Mental_Health_Reform_in_Australia.pdf.Technologic On the one hand, with the penetration of the Internet into people's daily lives, it provides a vital platform for charity advertising which could increase engagement between the public and the charity.

Topic > |Nowadays, the mental illness of the Australian population has caused considerable concern throughout society. According to the Australian Bureau of Statistics (2013), mental health issues in Australia have become much more prevalent than ever before. It shows that mental disorders were expected to affect more than 1% of the population. Meanwhile, Australia's mental health system is not meeting demand (ABC News, 2014). In this situation, raising funds for mental health in line with social reality has become an important trend. ABC News 2014, "Australia's mental health system not meeting demand, should focus on self-help: report", ABC News, 11 March, viewed 27 March 2014, Australian Bureau of Statistics 2014, National Survey of Mental Health and Wellbeing: Users' Guide, 2007, catalog no. 4326.0.30.002, ABS, viewed March 27, 2014, EconomicAs personal income continues to rise, people are willing to spend more on charity. As TradingEconomics (2013) shows, the average Australian weekly income increased dramatically from $875.2 in January 2008 to $1,114.2 in January 2014. With improved living standards, people are showing more generosity towards charitable donations . Based on NAB's Charitable Giving Index (NAB, 2012), in the seven months to July 2012 charitable giving increased by 4.7% compared to 2011, while the average annual donation size per donor increased by 0. 7% to $292 compared to the previous year. Furthermore, the charitable giving index in 2013 continued to grow by 2.6% compared to 2012 (NAB, 2013). TradingEconomics 2013, Australia Average Weekly Wages, January 2014. Viewed 27 March 2014NAB 2012, new index shows the generosity of Australians, Australia, viewed 27 March 2014, NAB 2013, NAB Charitable Giving Index: in-depth report – February 2013, Australia , viewed March 27, 2014, Politico Political attention and financial support substantially increase mental health fundraising motivation. From 2010 to 2011, total direct spending to support people with mental illness was approximately $28.6 billion, of which the Australian Government funded the majority (Medibank and Nous Group, 2013). In order to reform the mental health system in a long-term perspective, the Australian Government established the National Mental Health Commission (NMHC) in January 2012 (Medibank and Nous Group, 2013) Medibank and Nous Group, (2013). The Case for Mental Health Reform in Australia: A Review of Expenditure and System Design, retrieved March 7, 2014, from http://www.medibank.com.au/Client/Documents/Pdfs/The_Case_for_Mental_Health_Reform_in_Australia.pdf.Technologic On the one hand, with the penetration of the Internet into people's daily lives, it provides a vital platform for charity advertising which could increase engagement between the public and the charity.