Details make all the difference in this Boys Town appeal.

By Kimberly Seville

I’d take that first sentence about “every dollar you send,” replace “youth” with “kids” and get it onto the front of the reply with standout placement — in this case, where Boys Town has a callout about making a gift by credit card that’s in the middle of wide-open white space. Even if the lawyers and auditors insist on an asterisk directing readers to the full legalese statement about stewardship on the back, this promise deserves high prominence because donors love to hear it.