Who are we?

Red Letter Fundraising is a team of seasoned fundraisers with extensive and complementary experience.

Our philosophy

Here are some of the things we believe about fundraising:

  • Letters and emails to donors should sound like someone talking
  • The focus must always be on ‘you’, the donor, not ‘we’ the organisation
  • Giving is an opportunity to make a difference – never a burden or an imposition
  • Corporate style communications do not raise money – personal communications do
  • Giving makes donors feels good (it causes their brains to release the natural
    ‘happy drug’ oxytocin).

The team

Jill Ruchel is an experienced, award-winning fundraising copywriter and strategist, formerly of Praxis Fundraising, which she founded and directed.

Jill has 25 years experience in fundraising, as CEO of a not-for-profit, founder and Director of fundraising firms Creative Response, Good Cause (a face-to-face agency), Praxis Fundraising, and now Red Letter Fundraising.

She is an outstanding fundraising copywriter who has written unbeaten control packs for organisations like Cancer Council NSW, WWF and The Fred Hollows Foundation. While highly creative, Jill’s work is deeply evidence-based, driven by testing and analysis.

Her other key strength is in the area of fundraising strategy, where she builds complex 5 year predictive models for multiple, interdependent fundraising programs. She was the creative and strategic mind behind Cancer Council NSW’s highly successful Breakthrough monthly giving program which now raises $20m a year for cancer research and support.

Sally-Anne Raher – Director, data whizz, organiser extraordinaire and talented writer

Sally-Anne has worked in the fundraising sector for more than 20 years from everything to production, data management, donor audits, fundraising fulfilment and copywriting.

Her knowledge of mailhouses and production is unparalleled. She’s practical, quick, reliable and a delight to work with. What’s more she’s an incredible cook and has a wicked sense of humour.

Virginia Ruchel is a marketing communications and online expert.

Virginia brings decades of online experience and numerous postgraduate qualifications in online media and communications to Red Letter Fundraising. Her experience in universities and the not-for-profit sector, together with her copywriting skills, means she is uniquely placed to create effective donor-friendly publications, websites and social media for not-for-profits.

(She too is an awesome cook and a great gardener to boot.)

Nick Nicholas, internationally recognised social demographer and analyst.

Nick Nicholas is a one-off. He is one of Australia’s leading socio-demographers, with an international reputation working for some of the world’s largest companies and organisations like the World Health Organisation. He can take a mass of data and simplify the output into meaningful and applicable results that can heavily impact the future results for an organisation or a strategy. Nick has developed a unique and sophisticated model that can analyse your donor base and tell you where and how to find other people likely to give to your organisation.


Here’s what some of Jill’s clients have said about her work:

“Jill has been a pleasure to work with. She has assisted us greatly with outstanding copywriting across multiple mediums. Her style has certainly connected with our donor base allowing us to engage or re-engage more donors. She has developed copy and collateral for us within the telemarketing arena, written mail appeals, bequest booklets and others. I highly recommend Jill to anyone looking for great copy and innovative ideas.”


“Jill Ruchel has created several record-breaking direct mail packages for Cancer Council NSW for bequests and monthly giving. Her work has remained unbeaten for years and we turn to her when we want a really powerful, emotional letter that will inspire our donors.”




Mobile: 0438 916 094


Skype: jill.ruchel


Mobile: 0412 075 847


ABN: 35 619 940 751