Black Dog Institute

For years, Black Dog Institute (BDI) was hesitant to shift away from their existing merchandise supplier, settling for convenience and familiarity over the uncertainty that comes with a new service. However, ongoing challenges around pricing, lead times, and service levels lead BDI to partner with Badge of Honour in 2022. We were given the opportunity to present an alternative merchandise solution for BDI’s two major annual campaigns—One Foot Forward and Mullets for Mental Health.

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Challenge: Change-resistance and a high stakes opportunity

BDI’s reluctance to move away from their existing merchandise suppliers was rooted in operational ease—the scope of change required to change providers was of concern for the charity organisation. But, rising costs of goods and experienced delays were increasingly of concern for BDI and change proved necessary. 

When Badge of Honour was given the opportunity to work with BDI, the stakes were high: BDI required a partner who could deliver cost-effective, high-quality merchandise while improving fulfilment efficiency. Challenge accepted.

In order to succeed in partnering with BDI, Badge of Honour needed to match or (ideally) reduce production costs while maintaining quality; deliver a 25% saving on fulfilment charges; ensure 13,500 t-shirts, 7,500 journals, and 5,000 caps were produced and delivered within just 4 weeks—a process that typically requires 8-10 weeks; manage a peak fulfilment period, dispatching 800-1,000 orders per day; and ship all orders within 7 business days, even at peak campaign volume.

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Solution: Precision execution and seamless fulfilment

Badge of Honour implemented a tailored merchandise and fulfilment strategy that met BDI’s campaign needs. We delivered this successful merchandise solution via:

Streamlined production and logistics
Leveraging our extensive supply chain network, Badge of Honour ensured all merchandise was produced and shipped to Sydney within the lean 4-week deadline, a significant acceleration of the usual production timeline.

Efficient fulfilment model
During the 10-week campaign period, we managed daily dispatches, peaking at 1,000 orders per day in September. Despite high volumes, all orders were consistently shipped within 4 business days—exceeding BDI’s 7-day requirement.

Comprehensive warehousing and inventory control
Following the success of the campaign, BDI transferred all existing merchandise stock from previous suppliers to Badge of Honour’s warehouse. Our team conducted a complimentary stock take, optimising inventory management and ensuring minimal wastage.

Effective eCommerce and 3PL services
Badge of Honour not only designed and developed the eCommerce site, but manages this dedicated Shopify store for BDI, allowing for seamless customer purchases. All orders are picked, packed, and dispatched rapidly by Badge of Honour, ensuring smooth operations.

Expanded services and ongoing collaboration
Over time, BDI have increased their reliance on Badge of Honour for broader merchandise needs, extending the partnership to include all major business units, including: Community Fundraising, Corporate Partnerships, Regular Giving, and Implementation. 

Since 2022, Badge of Honour has continued to support One Foot Forward and Mullets for Mental Health with fresh, innovative merchandise concepts each year.

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Results: A Scalable, long-term relationship

The success of the 2022 campaign cemented Badge of Honour as BDI’s trusted merchandise provider. Key outcomes included:

Commercial upsides and improved efficiency
BDI benefited from reduced production and fulfilment costs, while faster turnaround times improved campaign responsiveness.

Scalable fulfilment
Badge of Honour managed peak demand without service disruptions, ensuring supporters received their items promptly.

Enhanced inventory management
Our proactive stock control minimises overproduction, reducing waste and ensuring availability.

Seamless eCommerce experience
The Shopify store continues to drive engagement, with Badge of Honour handling all logistics.

BDI’s trust in Badge of Honour has grown, with the partnership expanding year after year. As their merchandise needs evolve, Badge of Honour remains committed to delivering high-quality, innovative, and efficient solutions that support BDI’s vital mental health initiatives.