Today, mental illness among the Australian population is of considerable concern across society. According to the Australian Bureau of Statistics (2013), mental health problems in Australia have become much more prevalent than ever before. This shows that mental disorders are expected to affect more than 1% of the population. Meanwhile, Australia's mental health system is failing to meet demand (ABC News, 2014). In this situation, fundraising for mental health, in line with social reality, has become an important trend. ABC News 2014, "Australia's mental health system falls short of demand should focus on self-help: report", ABC News, March 11, accessed March 27, 2014, Australian Bureau of Statistics 2014, National Survey of Mental Health and Wellbeing: Users' Guide, 2007, catalog no. 4326.0.30.002, ABS, accessed March 27, 2014,EconomicWith the continued increase in personal income, people are willing to spend more on charity. As shown by TradingEconomics (2013), the average weekly income in Australia increased dramatically from $875.2 in January 2008 to $1,114.2 in January 2014. Due to the improvement in living standards, people are being more generous with charitable donations. Based on the NAB's first 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 amount of donations per donor also increased by 0.7% to $292 from the previous year. Additionally, the 2013 charitable giving index continued to grow by 2.6% compared to 2012 (NAB, 2013).TradingEconomics 2013, Australia Average Weekly Wages, January 2014. Accessed March 27, 2014NAB 2012, the new index shows the generosity of Australians, Australia, accessed March 27, 2014, NAB 2013, NAB Charitable Giving Index: in-depth report – February 2013, Australia, accessed March 27, 2014, politics. Substantial political attention and financial support boost motivation to raise funds for mental health. From 2010 to 2011, total direct spending to support people with mental illness was approximately $28.6 billion, the majority of which was funded by the Australian Government (Medibank and Nous Group, 2013). In order to reform the mental health system from 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.TechnologicOn the one hand, With the penetration of the Internet into people's daily lives, it provides an essential platform for charity advertising which could increase engagement between the public and the charity.