The 10 Commandments for Optimizing Fundraising Success, Part 2

Also, the reply slip must stand on its own, Gaffny said, so that if the recipient reads only the reply slip, he or she knows the offer/ask.

6. Remember the 90/10 rule of creative
That rule: 10 percent of the words make 90 percent of the difference. The most important 10 percent of any package, according to Gaffny, is the outer envelope/subject line, the opening line and the reply device — or all the "you" stuff.