You probably haven’t seen as many moustaches this past November as in recent years. That’s because the popularity of Movember is in steady decline in Canada.

Organizers say the men’s health fundraising campaign which requires men to grow moustaches as they receive donations, reached its peak three or four years ago.

In 2012, Movember raised more than $42 million dollars. Last year, it raised just over $23 million. This year, with two days to go in the campaign the Movember Foundation had raised about $13 million.

One Canadian marketing professor says these kinds of campaigns don’t have a lot of staying power. Normand Bourgault, at the University of Quebec, says the life cycle of a fundraising idea is between two and four years. After that, he says, you have to come up with a new idea or concept that adds something to the original idea.

Movember has certainly been an overall success. Since 2003, Movember has raised $677-million worldwide and funded over a thousand projects focusing on prostate cancer, testicular cancer, poor mental health and physical inactivity.

Make a donation to Movember.