What Matters Most

3. Give instructions. Tell the donor exactly how to respond. Get very specific and detailed. “Mail your check today, along with the special Photography Expansion Fund reply coupon, in the envelope provided.” Or, “Go to our special Photography Expansion Fund Web site and make your gift via credit card.” (Be certain to set up a dedicated Web site — with a look and feel to match your mail package — that can track responses triggered by the printed mail appeal.)