Congratulations, RMIT! I was dancing at my dinner table on Monday, 15 June. No, I was not out on the town. Instead, I was opening the day’s mail and RMIT’s direct mail piece caught my eye for all the right reasons.
RMIT makes an ask. Seem basic to you? Many charities in my direct marketing study do not make an ask or, if they do, it is such a soft ask it is missed.
RMIT asks for enhanced data – phone and email.
RMIT asks how I wish to be recognised in donor publications or if I wish to remain anonymous.
RMIT lists other giving options, including:
Creation of a scholarship in my name.
Consideration of a gift in my will.
RMIT references the Information Privacy Act 2000 (VIC).
RMIT offers matching my donation dollar for dollar.
As RMIT says in the letter, giving to education is powerful. I’m convinced. And, RMIT does a great job enticing me to give. The RMIT scholarship solicitation is a model appeal.
Stephen Mally brings over three decades of fundraising and non-profit consulting experience.
Having served as a fundraiser in the United States, Stephen transitioned to consulting in Asia-Pacific, Europe, and North America in 2008. He is the CEO and Director of FundraisingForce, a boutique consulting firm based in Sydney, Australia and Rancho Mirage, CA. As a consultant, he has worked with thousands of schools, universities, and charities gaining a vast amount of exposure to diverse organisations and fundraising programs. Stephen acquired his Certified Fundraising Executive (CFRE) credential in 2011.
Stephen was named a Fellow of the Fundraising Institute Australia (FIA) in 2017. He served on the FIA Board for six years and currently serves on the CFRE International Examination Committee and, also, the CFRE International Board as its Chair. Additionally, he serves on the board of Pink Elephants Support Network in Australia.
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