What Dolly's Dream does

Dolly's Dream is an Australian-registered not-for-profit anti-bullying organization founded in 2018 by Kate and Tick Everett following the death of their 14-year-old daughter Dolly, who took her own life after sustained bullying and cyberbullying. The organization operates as a program under the Alannah & Madeline Foundation (ABN 96 514 115 810), a registered charity with Item 1 Deductible Gift Recipient status, and is governed by an Advisory Board. Its mission is to prevent bullying and support affected children, young people, and families — with a deliberate geographic focus on rural, regional, and remote (RRR) Australian communities where mainstream support services are scarce.

The organization delivers a portfolio of free services: the 13 DOLLY Bullying Support Line (13 36 55, 24/7 phone and webchat counselling operated in partnership with yourtown); the Bullying Support Hub (an evidence-based web portal segmented by Kids 6-12, Teens 12-15, Young Adults 16-25, Parents, and Teachers); the Beacon Cyber Safety App (a free mobile app for online safety); interactive School Workshops delivered directly in schools; an Anti-Bullying Support Toolkit; and a Community Sports Club Program. In 2024, 474 workshops reached 23,801 children and young people across 263 schools. The annual Do It For Dolly Day (second Friday of May) is the flagship awareness and fundraising campaign, and Dolly's Law (NSW, 2018) — cyberbullying legislation carrying up to five years' imprisonment — is named after the founder's daughter.

Dolly's Dream is funded entirely through donations and fundraising: individual giving (one-off and monthly, tax-deductible over A$2), corporate partnerships (AACo has raised A$815,000 over four years; other named partners include Smiggle, EssenceMediaCom, Raine&Horne Darwin, Northern Bareback Apparel, and Bairnsdale Horse Centre), and merchandise sales (Choose Kindness reusable bags at A$3 and collectable badges at A$2). All services to end users are free. The GTM model is community- and event-led, combining grassroots fundraisers, school and sports club activations, corporate cause-marketing, social media (Facebook, Instagram, TikTok, LinkedIn), email newsletters, and earned media. Over A$1.9 million was raised through Do It For Dolly Day in 2025, with 83% of Q1 2025 workshops delivered in RRR communities.

Name

Dolly's Dream

Legal name

Dolly's Dream

Website

https://dollysdream.org.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Dolly's Dream is an Australian not-for-profit anti-bullying organization founded in 2018 under the Alannah & Madeline Foundation, delivering free 24/7 counselling (13 DOLLY), school workshops, a cyber safety app, and online resources to young people, families, teachers, and schools — with a priority focus on rural, regional, and remote communities.

Ownership category

akta.pro rank

Product category

Charitable anti-bullying support services

NAICS

Child and Youth Services (62411), Educational Support Services (611710)

SIC

Services-Social Services (8300)

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGAEAH), Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD)

Keywords

• Anti-bullying support
• Cyber safety education
• School workshop programs
• Youth counselling services
• Charity fundraising campaigns

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Donations and Fundraising: Primary revenue stream from individual donations (one-off and monthly), community fundraising events, and Do It For Dolly Day campaigns. All donations over $2 are tax-deductible.
2. Corporate Partnerships: Partnerships with businesses including corporate donations, workplace giving programs, cause-related marketing (e.g., Smiggle merchandise), and annual events. Companies like AACo have raised significant amounts ($815,000 over 4 years).
3. Merchandise Sales: Sale of official Dolly's Dream merchandise including hoodies, hats, t-shirts, reusable bags ($3), and collectable badges ($2) through the website and retail partners like Bairnsdale Horse Centre and Smiggle stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Dolly's Dream is a registered Australian charity that delivers free, evidence-based anti-bullying support services and education programs. Core offerings include the 13 DOLLY Bullying Support Line (24/7 phone and webchat counselling), the Bullying Support Hub (online resources for kids, teens, young adults, parents and teachers), the Beacon Cyber Safety App, and interactive school workshops. Revenue is generated through donations, corporate partnerships, community fundraising, and branded merchandise.

Product overview

Dolly's Dream is a not-for-profit anti-bullying organization that offers a portfolio of support services and educational programs. The core offerings include the Bullying Support Hub (an evidence-based online resource portal), the 13 DOLLY Bullying Support Line (24/7 phone and webchat counselling), the Beacon Cyber Safety App (a free mobile app for online safety), School Workshops (interactive anti-bullying education programs), and the Anti-Bullying Support Toolkit (resources for parents and educators). The organization also runs Do It For Dolly Day (annual awareness campaign) and the Community Sports Club Program. All services are provided free of charge to support young people, families, and schools across Australia.

Differentiator

Problem solved

Functional benefit

Brands

• 13 DOLLY Bullying Support Line: Confidential helpline and webchat service connecting people with trained professionals for immediate bullying support.
• Beacon Cyber Safety App
• Do It For Dolly Day
• Anti-Bullying Support Toolkit
• Community Sports Club Program

Products and services

• Bullying Support Hub A safe, evidence-based online space for young people, families, and carers to access practical tools, expert advice, and emotional support for dealing with bullying in person or online.
• 13 DOLLY Bullying Support Line A confidential helpline and webchat service connecting young people, parents, and families impacted by bullying with trained professionals available 24/7 for immediate support.
• Beacon Cyber Safety App A free mobile app providing trustworthy, practical resources to help families confidently navigate technology use and keep young people safe online.
• School Workshops Interactive anti-bullying and digital safety workshops delivered in schools across Australia, designed to build empathy, foster kindness, and equip students with skills to prevent and respond to bullying.
• Anti-Bullying Support Toolkit Practical resources and evidence-based strategies for parents, educators, and communities to create safer, more inclusive environments for all.
• Do It For Dolly Day Annual national day of action held on the second Friday of May, calling on Australians to Go Blue to End Bullying and spread kindness across the country.
• Community Sports Club Program Resources and a values-based framework for sports clubs to educate players and members about preventing bullying, cyberbullying, and promoting kindness.
• Official Dolly's Dream Merchandise Branded merchandise including hoodies, hats, t-shirts, reusable bags, ribbons, and badges that carry the #BeKind message to unite against bullying; proceeds support Dolly's Dream programs.

Quantifiable outcome

• 23,801 children and young people reached through 474 workshops in 263 schools (2024)
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Alannah & Madeline FoundationflagshipStrategic or Co-development PartnerDolly's Dream sits within the Alannah & Madeline Foundation, a registered charity with ACNC and Item 1 DGR endorsement. The Foundation provides organizational infrastructure, governance, and shares the mission of creating a safer online and offline world for children.
• Fundraising Institute of AustraliacoreGTM or Marketing PartnerThe Alannah & Madeline Foundation (parent organization) is a member of the Fundraising Institute of Australia, complying with the FIA Code of Conduct for ethical fundraising practice.
• Emergence InsuranceminorStrategic or Co-development PartnerSpecialist cyber insurance underwriting agency providing cybersecurity webinar training for Dolly's Dream staff to strengthen organizational digital resilience and protect supporter data.
• SmigglecoreGTM or Marketing PartnerRetail partner selling Choose Kindness merchandise (reusable bags at $3, badges at $2) with all proceeds supporting Dolly's Dream programs. Annual back-to-school partnership encouraging Australian kids to Choose Kindness.
• AACo (Australian Agricultural Company)flagshipGTM or Marketing PartnerCorporate campaign partner celebrating 5 years of Do It For Dolly Day support. Raised $815,000 over 4 years through annual Long Lunch events and charity auctions. Hosts workplace fundraising activities across stations, farms, feedlots, and offices.
• EssenceMediaComcoreGTM or Marketing PartnerCampaign partner supporting Do It For Dolly Day by turning their logo blue for May, hosting internal fundraising activities, and engaging media/publisher partners to raise national awareness.
• Bairnsdale Horse CentreminorChannel Partner/ Reseller/ DistributorRetail partner offering Dolly's Dream merchandise including hoodies, ribbons, and hi-vis shirts, helping spread the #BeKind message nationwide.
• Raine&Horne DarwinminorGTM or Marketing PartnerReal estate office raising funds through golf days, Easter raffles, silent auctions, and sausage sizzles. Raised $16,606. Met the Everett family at 2022 conference in Katherine, NT.
• Northern Bareback ApparelminorGTM or Marketing PartnerEquestrian apparel company donating a percentage of profits to Dolly's Dream and encouraging awareness of mental health and anti-bullying.
• yourtowncoreTechnology or IntegrationOrganization providing the webchat platform for the 13 DOLLY Bullying Support Line, enabling confidential counselling services for young people and families.

Scale indicators8 records

Expansion highlights5 records

Direct peers

• headspace (National Youth Mental Health Foundation): Australia's flagship youth mental health organization providing in-person and digital services for 12–25 year olds. Competes for the same donor and government funding pool and school partnerships focused on youth mental health and wellbeing.
• Kids Helpline (yourtown): Operates Australia's only free 24/7 phone and webchat counselling service for young people aged 5–25. Directly comparable as the operating partner of the 13 DOLLY webchat, serving the same beneficiaries with confidential counselling for issues including bullying and mental health.
• ReachOut Australia: Australia's leading online youth mental health organization providing digital resources, peer support, and self-help tools for young people aged 12–25. Highly comparable to Dolly's Dream in target audience (Australian youth), digital-first delivery model, and anti-bullying/mental health mission.
• LifeLine Australia: National crisis support and suicide prevention service offering 24/7 phone and text support. Comparable in crisis-line operations and mental health mission serving Australians in distress, including those affected by bullying.
• Bravehearts: Australian child protection organization focused on preventing and treating child sexual abuse, with strong school education programs. Comparable as a charity delivering school-based child protection and wellbeing education across Australia.
• Bullying. No Way!: Australian education initiative providing anti-bullying resources and whole-school approaches for primary and secondary schools. Direct peer in anti-bullying mission and school-channel delivery, though operated as a government/education-sector partnership rather than an independent charity.

Broad incumbents

• Beyond Blue: Large, well-funded Australian mental health organization addressing anxiety, depression, and suicide prevention across all ages. Competes for donor and corporate partnership dollars and addresses overlapping bullying-related mental health issues, though with a broader mental health mandate.
• eSafety Commissioner (Australian Government): Australian government regulator providing online safety education, reporting tools, and resources for children and families. Highly comparable in cyber safety and anti-cyberbullying mission, overlapping with Dolly's Dream's Beacon Cyber Safety App and online safety workshops.

Others

• Alannah & Madeline Foundation: Dolly's Dream's parent organization, focused on protecting children from violence and creating safer online environments. Highly comparable in mission and beneficiary focus, and the most operationally aligned peer, though it serves as the umbrella rather than a direct competitor.

Regional players

• Butterfly Foundation: Australian charity supporting people affected by eating disorders and body image issues, with school-based education programs and youth-focused services. Comparable as an Australian nonprofit delivering school-based wellbeing education and youth support resources, though focused on a distinct issue area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/dollysdreamaustralia
• LinkedInlinkedin.com/company/dollys-dream
• Instagraminstagram.com/dollysdreamaustralia
• TikToktiktok.com/@dollysdreamaustralia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dolly's Dream